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lessons we’ve learned (so far)
My name is Summer Anne Burton and I grew
up on the internet.
The internet used to be pretty
synonymous with the world wide
web, and mostly made of links.
BuzzFeed in 2006
But for most people, the internet
now looks more like this:
75% of traffic comes
from mobile.
of BuzzFeed’s traffic comes
from social referrals.
60%
For BuzzFeed, “social media” is no longer
just a source for traffic or brand building.
It’s a place where our work is published
directly, reaching people where they
already are.
Some lessons we learned (so far)
You can do 10x more if you adapt across platforms
GIF:
Imgur (3.4 million views)
Twitter (400k impressions)
Tumblr (205k engagements)
Looped video:
Facebook (18 million views)
Instagram (21k engagements)
Video with added sound:
Vine (4.2 million loops)
And that includes formatting for those platforms
Pinterest: +24k pins
Facebook: 100 mm views • 2 mm shares
Instagram
Things spread further than you could imagine when
you think about distribution creatively…
Facebook: 57 mm views • 900k shares
Capture the moment by trying a lot of moments
5.1 million Facebook video views
2.1 million Vine loops
Over 1 million Twitter impressions
10k engagements on Instagram
Patience with testing and learning will
pay dividends eventually
45 minutes of live-streamed video
Over 800k simultaneous live viewers
10 million total views so far
Sharing is becoming even more personal
We focus primarily on engagement, and the way that we
see most people engaging is through one-to-one sharing.
That means content about human relationships — what
most people have on the mind when they’re on social
media platforms — always overperforms.
Quality matters, but if you want organic reach it
isn’t enough by itself…
150k people reached
6.6k total likes, comments, + shares
47 million people reached
2.3 million total likes, comments, + shares
Comics done by the same artist and posted to the same page, two weeks apart.
To recap… Social is now publishing
ADAPT!
Think of distribution as a
creative art
Try a lot of variations on a
theme
Test & learn!
Sharing is communication
Quality matters, but isn’t
enough by itself

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Summer Anne Burton

  • 2. My name is Summer Anne Burton and I grew up on the internet.
  • 3. The internet used to be pretty synonymous with the world wide web, and mostly made of links. BuzzFeed in 2006
  • 4. But for most people, the internet now looks more like this: 75% of traffic comes from mobile. of BuzzFeed’s traffic comes from social referrals. 60%
  • 5. For BuzzFeed, “social media” is no longer just a source for traffic or brand building. It’s a place where our work is published directly, reaching people where they already are.
  • 6. Some lessons we learned (so far)
  • 7. You can do 10x more if you adapt across platforms GIF: Imgur (3.4 million views) Twitter (400k impressions) Tumblr (205k engagements) Looped video: Facebook (18 million views) Instagram (21k engagements) Video with added sound: Vine (4.2 million loops)
  • 8. And that includes formatting for those platforms Pinterest: +24k pins Facebook: 100 mm views • 2 mm shares Instagram
  • 9. Things spread further than you could imagine when you think about distribution creatively…
  • 10. Facebook: 57 mm views • 900k shares
  • 11.
  • 12. Capture the moment by trying a lot of moments
  • 13. 5.1 million Facebook video views 2.1 million Vine loops Over 1 million Twitter impressions 10k engagements on Instagram
  • 14. Patience with testing and learning will pay dividends eventually 45 minutes of live-streamed video Over 800k simultaneous live viewers 10 million total views so far
  • 15.
  • 16. Sharing is becoming even more personal We focus primarily on engagement, and the way that we see most people engaging is through one-to-one sharing. That means content about human relationships — what most people have on the mind when they’re on social media platforms — always overperforms.
  • 17. Quality matters, but if you want organic reach it isn’t enough by itself… 150k people reached 6.6k total likes, comments, + shares 47 million people reached 2.3 million total likes, comments, + shares Comics done by the same artist and posted to the same page, two weeks apart.
  • 18. To recap… Social is now publishing ADAPT! Think of distribution as a creative art Try a lot of variations on a theme Test & learn! Sharing is communication Quality matters, but isn’t enough by itself