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Media Landscape
Analysis: Twitter MediaNick Grew, Meredith Kava, Josh Radler, Isabella Wood
Introduction: A Different Way to
Consume Media
● Twitter Users will often scroll down their timeline and go from
tweet to tweet. Our attention span for each story is very short.
● People now use twitter as their platform to consume news and
entertainment. With that being said, people follow a compilation
of media on their Twitter accounts. Companies are competing to
get users who follow them to click their article or watch their
video over a multitude of companies.
● Certain media companies have separated themselves by
providing their customers with the content on Twitter instead of
making them click a link to get it.
● Instead of visiting a website or watching a show on TV, people
now prefer to consume their product ON Twitter so that they
don’t have to leave their Twitter Feed. They don’t want to be told
to go somewhere else. They want the content in front of them.
Videos on twitter attract 2.5x more replies, 2.8x more retweets
and 1.9x more favorites than third party videos. (Taylor, 2015)
Has Buzzfeed Adopted?
Buzzfeed’s twitter usage is driven towards increasing app/website views as opposed to engaging directly on the
app
However, they adopt the colloquial style that is popular with millenials and gen Z, their main audience
While buzzfeed’s twitter usage is unconventional for a young audience, their content is the type that does well
through shares and retweets. Twitter users can share to twitter through Buzzfeed or twitter
Buzzfeed quizzes require the Buzzfeed CMS, and those are largely where Buzzfeed finds its viral content. So it’s
forced to drive people to the app instead of engaging on twitter
Twitter is short form media, and buzzfeed is great about using snappy headlines to get the reader in, even
through twitter (Socialmediatoday)
Has Legacy Media Adopted?
Legacy media has adopted this in full, with many networks and papers using hashtags, tags, videos, and
community engagement
Conde Nast consistently promotes content as well as tweeting out stories, uses gifs, and publishes video
Broadcast stations frequently post video as well as stories, but post entire pieces of content on twitter so
users do not have to leave. Most broadcast stations are pushing video in their digital and social media
departments
Subscription based news outlets (NYT, WashPo) tend to push tweets towards stories, which makes sense as
their content is monetized
But STILL, 93% of tweets
sent out by legacy media
organizations are links to their
own websites (Holcomb)
Can BuzzFeed Leverage Twitter?
- Currently, BuzzFeed doesn’t leverage Twitter in
the typical sense
- No hashtags, no interactions with consumer and
rarely post videos
- Instead, they LINK TO WEBSITE…
-Is this the most advantageous? Not really
QUICK STAT:
● By 2021, 80% of the world’s internet traffic will be video
(CISCO, 2010)
Is It Disruptive?
● Successful companies have realized that it is becoming increasingly more difficult to pull someone off
Twitter and to get them to their website or tease their television show. Instead, they are posting the
content on the feed. The content is already right in front of the viewer.
● In fact, Twitter recently stated that “Tweets with video attracted 10X more engagements than Tweets
without video (Window, 2018).”
● The shift toward tweeting short-form video content is disruptive in that it is making Twitter THE
platform for its consumers to get news and entertainment. According to a 2017 Pew research study,
of the 15% of Americans on Twitter, 11% use the platform to get their news.
WORKS CITED
Branter, E. (n.d.). The Science Behind Buzzfeed's Viral Content. Retrieved from
https://www.socialmediatoday.com/marketing/science-behind-buzzfeeds-viral-content.
Holcomb, J., & Gross, K. (n.d.). How Mainstream Media Outlets Use Twitter. Retrieved September 12, 2018, from
http://www.journalism.org/2011/11/14/how-mainstream-media-outlets-use-twitter/
New research: Twitter users love to watch, discover and engage with video. (n.d.). Retrieved from
https://blog.twitter.com/marketing/en_us/a/2015/new-research-twitter-users-love-to-watch-discover-and-engage-
with-video.html
Shearer, E., & Gottfried, J. (2017, September 07). News Use Across Social Media Platforms 2017. Retrieved
September 12, 2018, from http://www.journalism.org/2017/09/07/news-use-across-social-media-platforms-2017/
Window, M. (2018, July 24). 5 data-driven tips for scroll stopping video. Retrieved September 12, 2018, from
https://business.twitter.com/en/blog/5-data-driven-tips-for-scroll-stopping-video.html
Cisco Visual Networking Index Predicts Global Annual IP Traffic to Exceed Three Zettabytes by 2021. (2017, June 8). Retrieved
September 12, 2018, from https://newsroom.cisco.com/press-release-content?type=webcontent&articleId=1853168

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Buzzfeed media landscape analysis

  • 1. Media Landscape Analysis: Twitter MediaNick Grew, Meredith Kava, Josh Radler, Isabella Wood
  • 2. Introduction: A Different Way to Consume Media ● Twitter Users will often scroll down their timeline and go from tweet to tweet. Our attention span for each story is very short. ● People now use twitter as their platform to consume news and entertainment. With that being said, people follow a compilation of media on their Twitter accounts. Companies are competing to get users who follow them to click their article or watch their video over a multitude of companies. ● Certain media companies have separated themselves by providing their customers with the content on Twitter instead of making them click a link to get it. ● Instead of visiting a website or watching a show on TV, people now prefer to consume their product ON Twitter so that they don’t have to leave their Twitter Feed. They don’t want to be told to go somewhere else. They want the content in front of them. Videos on twitter attract 2.5x more replies, 2.8x more retweets and 1.9x more favorites than third party videos. (Taylor, 2015)
  • 3. Has Buzzfeed Adopted? Buzzfeed’s twitter usage is driven towards increasing app/website views as opposed to engaging directly on the app However, they adopt the colloquial style that is popular with millenials and gen Z, their main audience While buzzfeed’s twitter usage is unconventional for a young audience, their content is the type that does well through shares and retweets. Twitter users can share to twitter through Buzzfeed or twitter Buzzfeed quizzes require the Buzzfeed CMS, and those are largely where Buzzfeed finds its viral content. So it’s forced to drive people to the app instead of engaging on twitter Twitter is short form media, and buzzfeed is great about using snappy headlines to get the reader in, even through twitter (Socialmediatoday)
  • 4. Has Legacy Media Adopted? Legacy media has adopted this in full, with many networks and papers using hashtags, tags, videos, and community engagement Conde Nast consistently promotes content as well as tweeting out stories, uses gifs, and publishes video Broadcast stations frequently post video as well as stories, but post entire pieces of content on twitter so users do not have to leave. Most broadcast stations are pushing video in their digital and social media departments Subscription based news outlets (NYT, WashPo) tend to push tweets towards stories, which makes sense as their content is monetized But STILL, 93% of tweets sent out by legacy media organizations are links to their own websites (Holcomb)
  • 5. Can BuzzFeed Leverage Twitter? - Currently, BuzzFeed doesn’t leverage Twitter in the typical sense - No hashtags, no interactions with consumer and rarely post videos - Instead, they LINK TO WEBSITE… -Is this the most advantageous? Not really QUICK STAT: ● By 2021, 80% of the world’s internet traffic will be video (CISCO, 2010)
  • 6. Is It Disruptive? ● Successful companies have realized that it is becoming increasingly more difficult to pull someone off Twitter and to get them to their website or tease their television show. Instead, they are posting the content on the feed. The content is already right in front of the viewer. ● In fact, Twitter recently stated that “Tweets with video attracted 10X more engagements than Tweets without video (Window, 2018).” ● The shift toward tweeting short-form video content is disruptive in that it is making Twitter THE platform for its consumers to get news and entertainment. According to a 2017 Pew research study, of the 15% of Americans on Twitter, 11% use the platform to get their news.
  • 7. WORKS CITED Branter, E. (n.d.). The Science Behind Buzzfeed's Viral Content. Retrieved from https://www.socialmediatoday.com/marketing/science-behind-buzzfeeds-viral-content. Holcomb, J., & Gross, K. (n.d.). How Mainstream Media Outlets Use Twitter. Retrieved September 12, 2018, from http://www.journalism.org/2011/11/14/how-mainstream-media-outlets-use-twitter/ New research: Twitter users love to watch, discover and engage with video. (n.d.). Retrieved from https://blog.twitter.com/marketing/en_us/a/2015/new-research-twitter-users-love-to-watch-discover-and-engage- with-video.html Shearer, E., & Gottfried, J. (2017, September 07). News Use Across Social Media Platforms 2017. Retrieved September 12, 2018, from http://www.journalism.org/2017/09/07/news-use-across-social-media-platforms-2017/ Window, M. (2018, July 24). 5 data-driven tips for scroll stopping video. Retrieved September 12, 2018, from https://business.twitter.com/en/blog/5-data-driven-tips-for-scroll-stopping-video.html Cisco Visual Networking Index Predicts Global Annual IP Traffic to Exceed Three Zettabytes by 2021. (2017, June 8). Retrieved September 12, 2018, from https://newsroom.cisco.com/press-release-content?type=webcontent&articleId=1853168