Baddie is a social platform for watching, creating and sharing short videos, photos and longer stories. It brings entertainment and community together, helping people discover creators and interests, follow accounts they enjoy, and keep conversations going through comments and direct chat. Users can publish posts with captions and choose who can see them, while viewers can save posts and connect with the people behind them.

Baddie also offers ways to discover and shop products featured in posts, explore brands, and find items recommended by creators. Members can list clothes, wigs and accessories from their wardrobes, set prices and manage their listings. Eligible creators may earn commission on qualifying sales through approved Influence posts. The platform also describes a Creator Fund that rewards approved creators for qualified views on approved public videos when funding is available.

For businesses, Baddie provides a creator programme and an application process to sell on the platform, publish an approved product catalogue and manage store orders.