Simon Low, Director of Brand Partnerships at global platform Buzzfeed, give us the know-how to make your content leap out of your feed.

1. Simon Low, Director of Brand Partnerships, Europe
Leaping Out Of The Feed

2. Simon Low, Director of Brand Partnerships, Europe
Leaping Out Of The Feed

3. Simon Low, Director of Brand Partnerships, Europe
Leaping Out Of The Feed

4. 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?

5. Where are we now?

6. The Landscape Of Media Is Changing
Portals Search Social

7. 7
Home Pages Don’t Matter So Much
2011 2012 2013
160M
140M
120M
100M
80M
NYT Home Page Visitors

8. The Number Of Ways That Stories
Spread Has Multiplied

9. Where does BuzzFeed fit in?

10. 2009 2012
BuzzFeed Evolves With Communication

11. 2015
BuzzFeed Evolves With Communication

12. BUZZ
A Global, Cross-Platform Network
for News and Entertainment

14. 100 Million
monthly content views
6 Billion
Monthly content views
2012 2016
Mostly U.S.
Global:
11 Countries Worldwide
Mostly Site and App
Cross-Platform:
More than 30 platforms
Mostly desktop Mostly mobile

15. Jan-14 Jan-15 Jan-16
BF.com and App
Video
Other Distributed
Hundreds of Millions
of views from the UK
BuzzFeed:
Total Monthly Content Views

16. 16
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

17. How did we achieve this?

18. Create
Impact
Distribute
Talent
Data
Technology

19. Good stories start by
thinking about how that
story will spread

20. What was the last thing you shared?

23. Why do people share stories?

24. Identity
Mary Lee OMG this is so me.
Like Reply
Theme

25. Emotion
Jake @mrjakeyjake
1
Just got ALL OF THE FEELS. http://
www.bzfd.com/...
3
Theme

26. Information
superwoman89 2 days ago
*The more you know*
Reply 8
Theme

27. Format

29. Platform

30. Platform
Insights
Information
Most Shared Content

31. Identity
Platform
Insights
Most Shared Content

32. Emotion
Platform
Insights
Most Shared Content

33. = Idea
Format Platform Audience
+
( )+ +
Theme

34. Create
Impact
Distribute
Talent
Data
Technology

35. We Distribute Content To Wherever People Are

36. Content Vs. Distribution
50% 50%95%5%
New WayOld Way

37. We find the audience
most likely to engage
with your content…
..and send it to them
wherever they are.

38. 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

39. 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
DemoGeoBehavioralBeautyFoodTravel
Audience Most
Likely To Engage

40. Create
Impact
Distribute
Talent
Data
Technology

41. How do we measure the quality of a
story, not just popularity?

42. Reach
5.5+Million
Total Views

43. 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. 44
Does it help people improve
their actual lives?

45. 45
Real World Impact

46. 46
Does it spread internationally?

47. 47
Does it work across multiple platforms?
10M+ additional views10M+ views

48. Our test and learn process
gives clients a head start
towards creating great stories

49. Branded Iteration
“Couples Imitate Each Other Driving”
Editorial Learnings
“Weird Couples” Series

50. Hyundai
Create content people can identify with

51. Iteration gives clients a head start
SAD CAT DIARY

53. Cross platform iteration

54. Largest food network in the world
51M+
Subscribers
8.6B+
Total Views
10.5M+Average views
per video

56. A 360 Degree Approach
We reached 82M+ people in 24 hours!
We distribute Tasty content across all social
platforms for extended reach

57. What’s Next?

59. 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!

60. Questions?