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Ladylike
Alyssa Lobo
Jill Mitchell
S.I. Newhouse School of Public Communications
Evolution
Phase 1 : BF Yellow Phase 2 : Boldly
(Buzzfeed Ladylike)
(Buzzfeed Ladylike)
Background
Began as part of TopKnot, moved on to BF Yellow/Boldly
Started by Saafiya Nygaard & Freddie Ransome (Nygaard, 2017)
Lifestyle: Fashion, beauty, etc.
Strategy
Build upon existing formats
Iterations - “Try Guys”
YouTube - 8.2 billion or 53% of views
Facebook- 61% of total shares, likes, and
comments (Marshall, 2015)
Long form content :“Let’s create what we
think TV will be in two or three years, and
let’s partner with people who know how to
make it.” - Jonah Peretti (Smith, 2017)
What’s working?
Easy shareability - on site & social
media
Fun, engaging characters
Personal, varying perspectives
Interactions - series on YouTube, pics
on Instagram, polls on Facebook
("BuzzFeed Ladylike")
What’s meh?
Copying Saafiya? (Bitzaya, 2017)
Too much beauty and style
Redundancy : Need to differentiate
(“Buzzfeed Ladylike”)
Growing the Channel
Identity : Defining themselves better
Build on names; vlogs?
Build series
(“Buzzfeed Ladylike”)
Citations
Bitzaya, D. (2017.). How Buzzfeed is Copying Youtuber Safiya Nygaard. Retrieved September 27, 2017, from http://culture.affinitymagazine.us/how-buzzfeed-is-
copying-youtuber-safiya-nygaard/
BuzzFeed Ladylike. (n.d.). Retrieved September 27, 2017, from https://www.facebook.com/buzzfeedladylike/
Marshall, C. (2015, September 18). How Buzzfeed is Taking Over the World - One Video at a Time. Retrieved September 27, 2017, from
http://tubularinsights.com/buzzfeed-video-strategy/
Nygaard, Safiya. (2017, March 19). Why I Left BuzzFeed. Retrieved from https://www.youtube.com/watch?v=5aiRY5EwqPA
Smith, G. (2017, June 07). The One Big Reason Why BuzzFeed Needs to Break Into TV. Retrieved September 27, 2017, from
https://www.bloomberg.com/news/features/2017-06-07/the-one-big-reason-why-buzzfeed-needs-to-break-into-tv

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Case Study: Buzzfeed Ladylike

  • 1. Ladylike Alyssa Lobo Jill Mitchell S.I. Newhouse School of Public Communications
  • 2. Evolution Phase 1 : BF Yellow Phase 2 : Boldly (Buzzfeed Ladylike)
  • 4. Background Began as part of TopKnot, moved on to BF Yellow/Boldly Started by Saafiya Nygaard & Freddie Ransome (Nygaard, 2017) Lifestyle: Fashion, beauty, etc.
  • 5. Strategy Build upon existing formats Iterations - “Try Guys” YouTube - 8.2 billion or 53% of views Facebook- 61% of total shares, likes, and comments (Marshall, 2015) Long form content :“Let’s create what we think TV will be in two or three years, and let’s partner with people who know how to make it.” - Jonah Peretti (Smith, 2017)
  • 6. What’s working? Easy shareability - on site & social media Fun, engaging characters Personal, varying perspectives Interactions - series on YouTube, pics on Instagram, polls on Facebook ("BuzzFeed Ladylike")
  • 7. What’s meh? Copying Saafiya? (Bitzaya, 2017) Too much beauty and style Redundancy : Need to differentiate (“Buzzfeed Ladylike”)
  • 8. Growing the Channel Identity : Defining themselves better Build on names; vlogs? Build series (“Buzzfeed Ladylike”)
  • 9. Citations Bitzaya, D. (2017.). How Buzzfeed is Copying Youtuber Safiya Nygaard. Retrieved September 27, 2017, from http://culture.affinitymagazine.us/how-buzzfeed-is- copying-youtuber-safiya-nygaard/ BuzzFeed Ladylike. (n.d.). Retrieved September 27, 2017, from https://www.facebook.com/buzzfeedladylike/ Marshall, C. (2015, September 18). How Buzzfeed is Taking Over the World - One Video at a Time. Retrieved September 27, 2017, from http://tubularinsights.com/buzzfeed-video-strategy/ Nygaard, Safiya. (2017, March 19). Why I Left BuzzFeed. Retrieved from https://www.youtube.com/watch?v=5aiRY5EwqPA Smith, G. (2017, June 07). The One Big Reason Why BuzzFeed Needs to Break Into TV. Retrieved September 27, 2017, from https://www.bloomberg.com/news/features/2017-06-07/the-one-big-reason-why-buzzfeed-needs-to-break-into-tv

Editor's Notes

  1. Previous article formats of grp of women trying stuff - one size fits all dresses Uploading to FB: 61% of total shares, likes, and comments compared to 38% for YouTube, Around 5% of video views come from Buzzfeed.com itself.
  2. 1,894,195 views on Youtube 2800 shares on Facebook 1.1M views on Facebook
  3. https://www.bloomberg.com/news/features/2017-06-07/the-one-big-reason-why-buzzfeed-needs-to-break-into-tv
  4. https://tuftsdaily.com/arts/2017/03/01/vlogging-in-the-buzzfeed-era-more-content-less-substance/ https://www.circa.com/story/2017/06/24/hollywood/top-buzzfeed-creators-addressed-the-elephant-in-the-room-staff-reshuffling http://culture.affinitymagazine.us/how-buzzfeed-is-copying-youtuber-safiya-nygaard/