If you give a man a fish, he’ll eat for a day. Teach him how to make listicles, on the other hand, and both of you will eat for while. That’s what BuzzFeed is betting, anyway.
Other media companies looking to succeed in mobile might take a page out of BuzzFeed’s playbook, and realize that Facebook and other social channels represent the fastest way to build mobile audiences at scale. Once that audience reach is achieved, additional strategies to convert this audience to loyal app users should be used to increase overall engagement and improve mobile content monetization.
After the rapid rise of BuzzFeed and Upworthy over the past year—and the backlash that followed—engagement has become the talk of the town. The big question: If “You Won’t Believe What Happens Next” headlines let you dominate all the popular traditional metrics—unique visitors, pageviews, time spent per page, likes and shares—could that mean we’re not measuring the right things?
“There’s an enormous interest in Russia we really haven’t seen since the Cold war.”
With 130 million users a month, BuzzFeed is bigger than the BBC outside the UK and wants to ‘do the best social campaigns in the world’. Founder and chief executive Jonah Peretti reveals how brands can create content that engages, spreads and sells.
Ky Harlin has been called BuzzFeed’s secret weapon. The viral darling’s director of data science has his finger on the pulse of the Internet like few others. And as one of the company’s original 25 employees, he’s had it there for a long time.
Contently talked to Harlin to learn about his scientific game plan.
Plenty of publishers say they’re data-driven in their work. But at BuzzFeed, anybody on staff can query the massive pile of data they’re aggregating from the dozens of platforms and syndication partners they use to distribute content, and nearly half the company’s employees now pull data on a monthly basis.
That’s one result of a nearly year-long process of building tools that allow BuzzFeed’s employees to access data without leaning on its data science teams.
Edwin Wong, BuzzFeed’s vp and head of insights and analytics, led a team that surveyed 1,000 people aged 18 to 49, studied millions of BuzzFeed content consumers and spent time with 17 millennials in five markets. What his team found is that most millennials and BuzzFeed readers consider sharing a piece of content as though they’re sharing a piece of themselves.
Because the content they choose to share is meaningful, people have become more picky with what they share. For content creators and advertisers, this means focusing more on using a unique tone of voice in order to connect with an audience. That, according to Wong, is how companies can continue to scale their audiences and revenue.
Outside Your Bubble
Readers may not be aware of the bigger context surrounding a news article, let alone what the “other” point of view would be; with BuzzFeed News’ “Outside Your Bubble” tool, readers will be shown links to other conversations from other social media platforms.
It’s a chance, as Smith wrote in the announcement, “to give our audience a glimpse at what’s happening outside their own social media spaces.”
The internet’s favorite love-to-hate/hate-to-love site is attempting to expose people to the opinions of others. Here’s why that’s a bad thing
Brett Vergara, Community Strategist for BuzzFeed, has been along for this wild ride. As one of the leaders behind the community-generated content on the site, he has been building the community at BuzzFeed for nearly three years and has seen shifts in editorial as well as managerial strategy.
Whether you’re new to this career path or looking for new ideas to engage your members, Brett’s insights can help you get unstuck.
Since launching 18 months ago, it has become one of the top five fastest-growing Facebook pages, drawing in 26,000 new users every day. Even more impressive – 65% of UK audiences reportedly watch a Buzzfeed Proper Tasty video each month.
So, why can’t users get enough of Buzzfeed’s take on food? More importantly, why are other brands (even in industries other than FMCG) falling over themselves to get involved?
In less than two years, Tasty, a Facebook page filled with short recipe videos, has become the engine of BuzzFeed’s video view. In April, it hit nearly 1 billion views, according to Tubular Labs, even ahead of BuzzFeed’s main video page. Now, Tasty is driving the company’s social video strategy.
Former BuzzFeed journalists who have been laid off in the UK in the last week have been tweeting that they are available for hire.
BuzzFeed has built a sizable audience on YouTube and Facebook with its entertainment and lifestyle content. But in Hollywood, the publisher’s news division has helped BuzzFeed land its first deals with big-name buyers such as Netflix and Hulu.
The Facebook-Google duopoly has become an intractable problem for media companies today. BuzzFeed thinks more diversified revenue streams are a partial solution.
After years of eschewing banner ads, BuzzFeed reversed course this summer when it rolled out programmatic advertising across its owned and operated sites. Digiday asked Edwin Wong, vp of research and insights at BuzzFeed, ahead of his panel at Advertising Week New York, about the pursuit of scale, state of branded content and more
Once one of the most high-profile programmatic holdouts, BuzzFeed has embraced the automated ad business to the point that last week it opened its programmatic inventory to its entire sales team.
BuzzFeed’s commitment to commerce revenue continues to grow, and as a result, it’s begun pursuing commerce revenue more like a regular publisher might: through search.
Identity-focused posts are still a staple, but that team, which is part of BuzzFeed’s editorial operation, has recently begun focusing more on search-centric content, designed to respond to queries people make not only on BuzzFeed’s own properties but across platforms like Google and Amazon and using sales data gathered by Skimlinks.