Skip to main content

BuzzFeed: We Don’t Fear Facebook News Feed Changes


As the CEO of a site that receives so much traffic from Facebook, you might think BuzzFeed’s Jonah Peretti would be worried about changes Facebook has made over the past year to filter out memes and other types of low-quality content. But Peretti said recently he’s not — and even if BuzzFeed gets less traffic from Facebook, that would be OK.

It’s a nuanced position. On one hand, Peretti is grateful that Facebook accounts for a large portion of BuzzFeed’s social windfall (75% of the site’s traffic comes from social media referrals). On the other, if a “crappy quiz” goes viral and gets 20 million views, he said the BuzzFeed brand could be damaged.

“We want the people who see BuzzFeed content to really truly love what they are seeing,” Peretti told Search Engine Land founding editor Danny Sullivan during the SMX East keynote in New York last month. “We have a big audience and we want it to grow, but we want it to be a deserved audience. So we’re really very aligned with Facebook in their News Feed being as good as it can possibly be and so a reduction in traffic to us could be a good thing in some cases.”

“We have a big audience and we want it to grow, but we want it to be a deserved audience.”

It’s almost as if Peretti is hoping that Facebook will save BuzzFeed from itself. Or perhaps it’s better to say Facebook is helping the site be more things to more people as it continues to mature as a serious source of news and entertainment (that also knows how to kick out a mean pop culture listicle). The News Feed algorithm aims to show people what they want and there are certainly some people happy to see quizzes that others find frivolous.

BuzzFeed appears to be willing to cede some of the frivolity to others. Witness the news that PlayBuzz, a less-than-a-year-old BuzzFeed knockoff, moved past BuzzFeed into second place among the most shared publishers on Facebook in September, according to NewsWhip. Further, PlayBuzz had seven of the top 10 most interacted with (likes, shares and comments) Facebook stories of the month. Every one of them was a quiz (“How Good Is Your Memory?” “Which Badass Woman Were You In Your Past Life?”).

BuzzFeed staffers and community members are still producing quizzes — I counted 16 on one recent day, but Peretti appeared unconcerned that they aren’t always blowing up on Facebook.

BuzzFeed would rather tap into niches that Facebook can find because of its deep data ties to its users. Peretti shared some examples: Content about left-handed people, what it’s like to grow up with Asian immigrant parents, what it’s like to have a particular sexual orientation or be from Oklahoma.

“Now we are seeing less massive hits,” Peretti said, “and we are seeing more content get a large amount of traffic, but very few get a mega, huge amount of traffic. They are doing more Netflix-y style recommendations of getting the right content to the right person and less of the massive popular hits. So that allows us to flex in more different areas of the organization and make a broader range of content.”

The post BuzzFeed: We Don’t Fear Facebook News Feed Changes appeared first on Marketing Land.

via Marketing Land


Popular posts from this blog

How to Get SMS Alerts for Gmail via Twitter

How do you get SMS notifications on your mobile phone for important emails in your Gmail? Google doesn’t support text notifications for their email service but Twitter does. If we can figure out a way to connect our Twitter and Gmail accounts, the Gmail notifications can arrive as text on our mobile via Twitter. Let me explain:Twitter allows you to follow any @user via a simple SMS. They provide short codes for all countries (see list) and if you text FOLLOW to this shortcode following by the  username, any tweets from that user will arrive in your phone as text notifications. For instance, if you are in the US, you can tweet FOLLOW labnol to 40404 to get my tweets as text messages. Similarly, users in India can text FOLLOW labnol to 9248948837 to get the tweets via SMS.The short code service of Twitter can act as a Gmail SMS notifier. You create a new Twitter account, set the privacy to private and this account will send a tweet when you get a new email in Gmail. Follow this account …

Instagram Story links get 15-25% swipe-through rates for brands, publishers

Instagram may arrived late as a traffic source for brands and publishers, but it’s already showing early signs of success, driving new visitors to their sites and even outperforming its parent company, Facebook.For years brands, publishers and other have tried to push people from the Facebook-owned photo-and-video-sharing app to their sites. Outside of ads and excepting a recent test with some retailers, Instagram didn’t offer much help to companies looking to use it to drive traffic. So they had to find workarounds. They put links in their Instagram bios. They scrawled short-code URLs onto their pictures. And they typed out links in their captions.Then last month Instagram finally introduced an official alternative to these hacky workarounds: the ability for verified profiles to insert links in their Instagram Stories.Almost a month after the launch, 15% to 25% of the people who see a link in an Instagram Story are swiping on it, according to a handful of brands and publishers that h…

Five great tools to improve PPC ads

Every digital marketer wants to reach the top position on the search engine results. However, if you’ve recently launched a new website or your niche is saturated, starting with paid search ads sounds like a good idea.Strategically created PPC campaigns can drive leads, sales or sign-ups to your websites. You know what? In fact, businesses earn an average of $8 for every dollar they spend on Google Ads.Optimizing PPC campaigns is not easy, but it’s very powerful if you do it properly. Just like SEO, it is essential to conduct extensive keyword research, optimize ad copy, and design high-converting landing pages.Fortunately, there are a lot of effective PPC tools that will help you analyze your competitors’ PPC strategies, figure out tricks in their campaigns, and improve your PPC campaigns.If you are ready to take an evolutionary leap in your PPC advertising, take a look at my list of five amazing tools to save you time, give you crucial insights, and raise money for your business.Fiv…