Creating Content for Millennials: Why It Matters + Strategies for Succss

Creating Content for Millennials: Why It Matters + Strategies for Success Thanks for joining! We’ll get started in just a few minutes. +

Creating Content for Millennials: Why It Matters + Strategies for Success + Marcus Stoll Head of Marketing EMEA NewsCred @stollyolly Joe Puglisi Director of Creative Strategy BuzzFeed @joefi

Millennial is the word on every brand’s mind.

Full disclosure: This webinar is being hosted by two millennials.

Full disclosure: This webinar is being hosted by two millennials. The sad truth: we aren’t impressed.

AGENDA • What is a millennial, and why do they matter? • Current state of marketing to millennials. • The BuzzFeed formula for effective content. • What makes good content, and things to consider when creating it. • Q&A

What is a millennial, and why do they matter? Current state of marketing to millennials. What makes good content, and what should you think about when creating it? The BuzzFeed formula.

There’s been a fundamental shift in the way we create, consume, and share content. Every single day… 4.75 billion pieces of content are shared 1.8 billion photos are uploaded and shared 500 million Tweets are posted 700 million Snapchats are sent

1982 MILLENNIALS | GENERATION Y

MILLENNIALS | GENERATION Y 1982 Early 2000s

BUT WHAT DOES ‘MILLENNIAL’ MEAN FOR MARKETERS?

INFLUENTIAL MILLENNIALS

MILLENNIALS MATTER 82 million Content consumers* 85%+ Smartphone users** $1.4 trillion Spending by 2020* 83% Connect w/ a brand on social media*** *eMarketer 2014 millennial roundup **Nielsen ***SDL

Our Goals and Approach What makes good content, and what should you think about when creating it? The BuzzFeed formula. Current state of marketing to millennials. What is a millennial, and why do they matter?

WE SUCK AT TALKING TO THEM 6% Influenced by online advertising 45% Don’t find content compelling enough to share* 32% Find brand communications helpful *2014 Yahoo Study: Content Marketing: Best Practices Among Millennials

Why isn’t your content winning the hearts of millennials everywhere?

WHY YOUR CONTENT MARKETING IS NOT WORKING Your demographics are too broad

WHY YOUR CONTENT MARKETING IS NOT WORKING Your demographics are too broad You aren’t being useful or helpful

WHY YOUR CONTENT MARKETING IS NOT WORKING Your demographics are too broad You aren’t being useful or helpful Your content is boring and stupid

WHY YOUR CONTENT MARKETING IS NOT WORKING Your demographics are too broad You aren’t being useful or helpful Your content is boring and stupid You haven’t changed your delivery methods

WHY YOUR CONTENT MARKETING IS NOT WORKING Your demographics are too broad You aren’t being useful or helpful Your content is boring and stupid You haven’t changed your delivery methods Your content doesn’t evoke emotion

0% 10% 20% 30% 40% 50% 60% 70% 80% It's funny It's thought provoking It's a cause I believe in Millennials share content when: NewsCred Millennial Survey 2014

IT’S ABOUT TIME THAT WE CHANGE UP OUR APPROACH

IT’S ABOUT TIME THAT WE CHANGE UP OUR APPROACH OLD WAY Brand-led Ad campaigns Demographics

IT’S ABOUT TIME THAT WE CHANGE UP OUR APPROACH NEW WAY Value-driven Always-on content The individual

3 BRANDS THAT ARE DOING IT RIGHT

• Targeted, shareable content for exclusive programming • Interactive Twitter event • Custom Twitter hashtag for popular character • Developed and launched mobile app filled with shareable content Netflix: Reaching millennials where they live *NY Daily News, 2014 *Mashable, 2014

• Targeted, shareable content for exclusive programming • Interactive Twitter event • Custom Twitter hashtag for popular character • Developed and launched mobile app filled with shareable content Netflix: Reaching millennials where they live *NY Daily News, 2014 *Mashable, 2014 98,407 Social mentions, 98% positive* 50M+ Overall subscriptions, w/ CEO + CFO attribute to #OITNB* THE RESULTS

Verizon: Maintaining cultural relevance • Gen Y cares: sustainability, LGBT equality, animal rescue, helping the poor, etc • 37% of millennials receptive to cause marketing (Rosetta Marketing) • Inspire Her Mind campaign focused on the serious disparity between women and men in college science and math programs.

Verizon: Maintaining cultural relevance • Gen Y cares: sustainability, LGBT equality, animal rescue, helping the poor, etc • 37% of millennials receptive to cause marketing (Rosetta Marketing) • Inspire Her Mind campaign focused on the serious disparity between women and men in college science and math programs. 1.3M+ Video views in first few weeks Slate, HuffPo, AdWeek Commended the ad, calling it “thought-provoking,” “important,” and “a blast of refreshing cool air.” THE RESULTS

VICE: Creating the content of the future • “Millennials lost trust in politicians and experts and systems [social security, etc.]” –Eddie Moretti, VICE’s Chief Content Officer. • The liberation of information. • Engaged in direct conversations with their fans. They care deeply about the world they live in, and were looking for a non-traditional source to keep them informed.

VICE: Creating the content of the future • “Millennials lost trust in politicians and experts and systems [social security, etc.]” –Eddie Moretti, VICE’s Chief Content Officer. • The liberation of information. • Engaged in direct conversations with their fans. They care deeply about the world they live in, and were looking for a non-traditional source to keep them informed. 61% Of website viewers are millennial traffic* 6+ million YouTube subscribers, publishing up to one new video daily THE RESULTS *comScore

15% 31% 30% 16% 2% When asked how much millennials read communications from brands: Always Most of the time Sometimes Rarely Never NewsCred Millennial Survey 2014

0% 10% 20% 30% 40% 50% 60% Social media Company website Email newsletter Articles about the brand Through their app Text message None of the above When asked where millennials engage with brands: NewsCred Millennial Survey 2014

Custom Content Share on-brand stories and recipes which are created specifically for your brand. Social Content Leverage snackable content through UGC that engages your target audience. Licensed Content Boost credibility, publishing cadence, and direct traffic with a high-volume of fully-licensed, compliant content. UTILIZE THE RIGHT MIX OF CONTENT, AND SCALE IT

Current state of marketing to millennials. What makes good content, and what should you think about when creating it? Building our Newsroom and Distribution The BuzzFeed formula. What is a millennial, and why do they matter?

Current state of marketing to millennials. The Results of our Efforts The BuzzFeed formula. What is a millennial, and why do they matter? What makes good content, and what should you think about when creating it?

BuzzFeed

The Evolution of BuzzFeed

Experminentation is in BuzzFeed’s DNAExperimentation in in BuzzFeed’s DNA

BuzzFeed’s Journet to Date

BuzzFeed’s Journey to Date

What Began as an Experiment in 2006

Became BuzzFeed Today

200M - 1B – 54%

BuzzFeed is at the intersection of content and technology

BuzzFeed.com Monthly Views

BuzzFeed Mobile App Active Users

BuzzFeed Video Views

Things to Consider When Creating Content

Testing and Learning is Key

Create

Distribute

Impact

Data

Technology

Talent

Create – Distribute - Impact

Millennials live in the feed, so meet them there.

Referrals to BuzzFeed

Impressions in the Stream

Ho can we have a big impact

Push content to the stream, not just links

BuzzFeed Classic

BuzzFeed Today

So What Makes Good Content?

QUESTIONS?