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Simon Low, Director of Brand Partnerships, Europe
Leaping Out Of The Feed
Simon Low, Director of Brand Partnerships, Europe
Leaping Out Of The Feed
Simon Low, Director of Brand Partnerships, Europe
Leaping Out Of The Feed
Today’s Agenda
Where Are We Now?
Creating Great Stories
Importance Of Distribution
Measuring Impact & Quality
What Success Looks Like
Where Does BuzzFeed Fit In?
Where are we now?
The Landscape Of Media Is Changing
Portals Search Social
7
Home Pages Don’t Matter So Much
2011 2012 2013
160M
140M
120M
100M
80M
NYT Home Page Visitors
The Number Of Ways That Stories Spread Has Multiplied
Where does BuzzFeed fit in?
2009 2012
BuzzFeed Evolves With Communication
2015
BuzzFeed Evolves With Communication
BUZZ
A Global, Cross-Platform Network for News and Entertainment
100 Million monthly content views
6 Billion Monthly content views
2012 2016
Mostly U.S.Global: 11 Countries Worldwide
Mostly Site and AppCross-Platform: More than 30 platforms
Mostly desktop Mostly mobile
Jan-14 Jan-15 Jan-16
BF.com and AppVideoOther Distributed
Hundreds of Millions of views from the UK
BuzzFeed: Total Monthly Content Views
16
YYYY
YY
Y
Y
Y
Y
YY
Y
Y
UK
France
Spain
Germany
Australia
India
Brazil
Mexico
Canada
Japan
Where In The World Are We?
45%of our traffic comes from outside the US
How did we achieve this?
Create
Impact
Distribute
Talent
DataTechnology
Good stories start by thinking about how that
story will spread
What was the last thing you shared?
Why do people share stories?
Identity
Mary Lee OMG this is so me.Like Reply
Theme
Emotion
Jake @mrjakeyjake
1
Just got ALL OF THE FEELS. http://www.bzfd.com/...
3
Theme
Information
superwoman89 2 days ago*The more you know*Reply 8
Theme
Format
Platform
¬
PlatformInsights
Information
Most Shared Content
¬
Identity
PlatformInsights
Most Shared Content
Emotion
¬
PlatformInsights
Most Shared Content
= Idea
Format Platform Audience
+( )+ +Theme
Create
Impact
Distribute
Talent
DataTechnology
We Distribute Content To Wherever People Are
Content Vs. Distribution
50% 50%95%5%
New WayOld Way
We find the audience most likely to engage with your content…
..and send it to them wherever they are.
How It Works
Beauty
Food
Travel
23 Incredible Meals Anyone Can Make
23 Meals Using 7 Ingredients Or Less
23 Meals That Will Change Your Life
23 Incredible Meals Anyone Can Make
23 Meals Using 7 Ingredients Or Less
23 Incredible Meals Anyone Can Make
Demo
Geo
Behavioral
Post 1
Onsite Distribution
Offsite Distribution
23 Incredible Meals Anyone Can Make
23 Meals Using 7 Ingredients Or Less
23 Meals That Will Change Your Life
23 Incredible Meals Anyone Can Make
23 Meals Using 7 Ingredients Or Less
23 Incredible Meals Anyone Can Make
Post 1
DemoGeoBehavioralBeautyFoodTravelAudience Most
Likely To Engage
Create
Impact
Distribute
Talent
DataTechnology
How do we measure the quality of a story, not just popularity?
Reach
5.5+MillionTotal Views
Engagement
21%of all articles shared by Millennials come from BuzzFeed*
*Source: Fizziology Report, The Social Media Behaviors of Millennials, Gen X, and Boomers
44
Does it help people improve their actual lives?
45
Real World Impact
46
Does it spread internationally?
47
Does it work across multiple platforms?
10M+ additional views10M+ views
Our test and learn process gives clients a head start
towards creating great stories
Branded Iteration“Couples Imitate Each Other Driving”
Editorial Learnings“Weird Couples” Series
Hyundai Create content people can identify with
Iteration gives clients a head start
SAD CAT DIARY
Cross platform iteration
Largest food network in the world
51M+Subscribers
8.6B+Total Views
10.5M+Average views
per video
A 360 Degree Approach
We reached 82M+ people in 24 hours!
We distribute Tasty content across all social platforms for extended reach
What’s Next?
59
Key Takeaways:
Social, mobile and video are changing consumer behaviour
People want to share great stories that make them look smart, feel something or connect with others
Stories can only become great if they are discoverable by the right audience on the right platform - have distribution front of mind
Take an iterative approach to your content strategy to make impact
Stand out from the clutter of the feed!
Questions?
