Stefanie Grafstein, Josie Hannum, Ariel Rabinowitz, Hailey René

1. Stefanie Grafstein, Josie Hannum, Ariel Rabinowitz, Hailey René
COM400-BuzzFeed: Future Media Skills
S.I. Newhouse School of Public Communications

2. APRIL 2013 - APRIL 2017
"But I'm Not..."
"Keith Investigates..."
"Weird Couples"
"Ladylike"
APRIL 2017 - MARCH 2018
“17 vs. 27”
“Rad or Fad”
“Wedding Season”
“Can We Cure”
“Ladylike”
MARCH 2018
“Feed Famous”
“Bogus Beauty”
“Ladylike”
Figure 1. BuzzFeedYellow logo. (IMDb). Figure 2. BuzzFeed Boldly logo. (YouTube). Figure 3. BuzzFeed As/Is logo. (BuzzFeed).
Figure 4. BuzzFeed Boldly headline. (BuzzFeed). Figure 5. BuzzFeed As/Is headline. (BuzzFeed).

3. Facebook 5.56MM followers
Youtube 10.18MM subscribers
Instagram 313 followers
Twitter 294K followers
Figure 6. BuzzFeed As/Is logo. (YouTube).
Facebook 937K followers
Youtube 2.914MM subscribers
Instagram 316K followers
Figure 7. BuzzFeed LadyLike logo. (YouTube).
Instagram 9,866 followers
Figure 8. BuzzFeed feed famous logo. (BuzzFeed).
Figures 9-13. BuzzFeed As/Is digital series
logos. (YouTube).

4. WHAT’S WORKING WHAT’S NOT WORKING
● Made sub-series episodic
● Trying to mold their own content creators
in to influencers
● Maintaining a consistent audience and
subscriber growth hasn’t decreased
○ Content similar to Boldly and
BuzzFeed Yellow
● No clear content made for channel
● Creating content and seeing what
sticks
● Overall confusion by consumers as to
what it is and why it is different from
general BuzzFeed page
○ No clear channel differentiation
from BuzzFeed’s website
Figure 14. As/Is Subscriber Channel Growth. (VideoAmigo).

5. RECOMMENDATIONS
● Create content specifically tailored
to the As/Is Brand
● Apply more journalistic than ad-like
headline approach
● Adapt the layout to look less like a
tabloid, more like an advice column
MORE THIS
LESS THIS
Figure 16. Journalistic
Story Headline.
(Buzzfeed As/Is).
Figure 17 . Ad-like
Story Headline.
(Buzzfeed As/Is).
Figure 18. As/Is Beauty Stories Page. (Buzzfeed As/Is).

6. As/Is - Beauty and Style tips, product reviews, and trends for everyone. (n.d.). [Image file]. Retrieved from
https://www.buzzfeed.com/asis
Boldly. (n.d.). [Image file]. Retrieved from https://www.youtube.com/channel/UCgOvoA1BCg6qLaAJWvNZxJQ
BuzzFeedPress. (2018, March 07). Introducing As/Is: The New Beauty & Style Brand From BuzzFeed. Retrieved
September 23, 2018, from
https://www.buzzfeed.com/buzzfeedpress/introducing-asis-the-new-beauty-style-brand-from-buzzfeed
BuzzFeedYellow (TV Series 2013– ). (n.d.). [Image file]. Retrieved from https://www.imdb.com/title/tt6118186/
Lin, B. (2016, December 3). Behind the "Colors" of Buzzfeed. Retrieved from
https://www.hercampus.com/school/amherst/behind-colors-buzzfeed
Mohan, N. (2018, March 6). Watch: We Changed Our Name: Boldly Is Now As/Is. Retrieved from
https://www.buzzfeed.com/watch/video/48033
Reddit. (2018, May 20). Is Buzzfeed's As/Is the worst? Retrieved from
https://www.reddit.com/r/muacjdiscussion/comments/8kvowv/is_buzzfeeds_asis_the_worst/
Sawdey, E. (2017, April 5). Watch: We Changed Our Name! • BuzzFeedYellow Is Now Boldly. Retrieved from
https://www.buzzfeed.com/watch/video/14168
VideoAmigo. (n.d.). As/Is (Buzzfeedyellow). Retrieved September 23, 2018, from
https://www.videoamigo.com/channel-directory/buzzfeedyellow.amigo#Channel-Growth
REFERENCES