Facebook’s complicated history with its creators explains why they struggled on the sidelines while YouTubers went mainstream. Without a direct line to Facebook, creatives were left blindsided by changes to its algorithm: in 2018, it updated its News Feed to prioritise friends and family over brands and media. To compensate for a loss of organic reach, many media companies began to pay to boost their content, something individual creators often felt unable to do (neither Hoyle nor Hobern have ever put money behind their videos). In keeping with Mark and Roxanne's social media antics, the book is wonderfully funny and even the couple's own kids, Phoenix and Kobe, had a hand in how the characters look. Gorman, Rachel (19 December 2018). "All you need to know about LadBaby – Nottingham's Christmas No. 1 contender". nottinghampost . Retrieved 21 December 2018. In December 2020, LadBaby – real name Mark Hoyle – beat Mariah Carey and Justin Bieber to the festive top spot with “ Don’t Stop Me Eatin’”, the third of the 34-year-old’s pastry-themed parody songs (after “ We Built This City... On Sausage Rolls” and “ I Love Sausage Rolls”). A month earlier, Hoyle partnered with Walkers to release limited-edition festive sausage roll-flavoured crisps and starred in an online-only advert with Gary Lineker. Massey, Jake (16 October 2020). "Walkers Is Launching New Sausage Roll Flavoured Crisps". LADbible . Retrieved 12 November 2020.

In December 2021, LadBaby announced they were trying to get a fourth consecutive festive No. 1 by releasing a new Christmas single featuring Elton John and Ed Sheeran. Unlike their other parodies, the new song " Sausage Rolls For Everyone" [44] is based on a 2021 song, " Merry Christmas", [42] which became a chart-topper for featured artists Ed Sheeran and Elton John on the Official Singles Chart Top 100 on 10 December 2021 (week ending date 16 December 2021). [45] [46] Again, LadBaby found the new record up against oldies from Wham! and Mariah Carey (both number one hits in the previous year), as well as singles by Adele and Gayle. In the same week, an acoustic version of "Sausage Rolls For Everyone" was released with The Food Bank Choir (rather than Sheeran and John). [47] The acoustic version also came with a new video recorded at St Margaret's the Queen Church (as it is where the Norwood and Brixton Food Bank is located), featuring the Hoyles alongside stroke survivor Donna Kennedy and her 12-year-old son Ronan. [47]Hoyle, Mark; Hoyle, Roxanne; Conway, Gareth (22 June 2023). Greg the Sausage Roll: Wish You Were Here. Penguin Random House. ISBN 9780241631423. a b Ashe, Isaac (4 August 2018). "Meet the Nottinghamshire dad behind the Ladbaby viral videos". Nottingham Post . Retrieved 11 June 2020. When LadBaby gets nominated for a Pride of Britain Award ❤️😱. LadBaby. 26 September 2021 – via YouTube. Since we had our own kids, this is something we've dreamed of," says Roxanne "So to have actually done it, is just amazing."

In a continuation of their charity drive, they are working closely with Puffin, The National Literacy Trust and WHSmith to donate books to Children In Need. I Love Sausage Rolls". Trending Network. Archived from the original on 26 February 2020 . Retrieved 26 February 2020.Simpson, George (15 December 2020). "Freddie Mercury: LadBaby on Queen-inspired Bohemian Rhapsody cover and 'nightmare' shoot". Daily Express . Retrieved 22 December 2020. Before that the pair, who only gave up their full-time jobs six months ago, had dined at a surgery-themed restaurant where Rox, 36, zip-wired through the guests in her wedding dress. In June 2018, following an online public vote, Mark won Clas Ohlson's 2018 "Celebrity Dad of the Year" award, beating Prince William and others. [55] Nine months later, Roxanne Hoyle won Clas Ohlson's 2019 "Celebrity Mum of the Year" award. [56]

O'Connor, Roisin (10 December 2021). "Ed Sheeran and Elton John announce surprise LadBaby Christmas song collaboration". The Independent. In 2012, the couple took part in Channel 4's Hidden Talent. Trained by former champion freediver Emma Farrell, Roxanne was able to hold her breath underwater for four minutes and 18 seconds. [7] LadBaby Wins Celeb Dad Of The Year Award And Social Media Success". Go Spider. 17 June 2018. Archived from the original on 22 December 2018 . Retrieved 22 December 2018. Almond, Lillie (15 February 2018). "Woman covers hubby's car with photos of herself to mark Valentine's Day". Nottingham Post . Retrieved 22 December 2018.

Debnath, Neela (3 August 2017). "This Morning plunged into chaos as toddler wreaks HAVOC and Ruth chases after child". Express.co.uk . Retrieved 22 December 2018. Rosseinsky, Katie (21 December 2018). "Could vlogger LadBaby be crowned Christmas number one with a song about sausage rolls?". Evening Standard . Retrieved 21 December 2018. Griffiths, George (23 December 2022). "Christmas Number 1 2022: LadBaby make UK Official Chart history as Food Aid debuts at Number 1: "A massive apology to The Beatles! The charity wins!" ". Official Charts Company . Retrieved 23 December 2022. After posting and forgetting about the video, Hoyle was approached by another dad at the birthday party the next day. “He said to me, ‘Your Facebook video is doing well, it has 500,000 views.’ I thought he meant 500 views because I only had 1,000 followers.” A day later, Hoyle hit a million views and social publisher LADbible asked if it could reupload the clip. Hoyle gained 25,000 followers. “I figured I should probably do more videos,” he says.