Innovation

Beyond publishing: How insight supports BuzzFeed’s multi-revenue model

Beyond publishing: How insight supports BuzzFeed’s multi-revenue model

Repurposing content is not a new trick for marketers—done properly it can reduce costs while delivering consistent brand messaging across multiple channels. BuzzFeed is one company that’s done a masterful job of gathering and reusing content.

But the company has gone beyond just delivering content in different formats for audiences. It also does a superb job of reframing and reusing existing data-sets and insight to expose and explore new revenue streams and whitespace opportunities, particularly branded, physical products.

At the recent CX and the City meetup in New York, Ashmeed Ali, head of market and brand research from BuzzFeed, shared some of the ingredients of its secret sauce for the smart reuse of content and data that helps grow the media company’s business. Watch the short video below to hear their answers.

Highlights from the video:

0:24: BuzzFeed has a “tested word” approach, said Ali, which drives a lot of its experimentation, and its why the company has more than 500 social media profiles. “We’re constantly learning from the signals we’re getting.”

1:19: He said many people don’t realize BuzzFeed has a division that makes physical products tied to its media brands.  Tasty, BuzzFeed’s popular video series, has its own line of induction cookers that sync to a user’s Tasty app via Bluetooth to help cook a perfect meal.

1:57: BuzzFeed also has strategic partnerships with other brands, such as Walmart, where it sells very “Instagrammable” Tasty-branded products.

2:23:  Ali said BuzzFeed has gone well beyond its original mandate as being a content publisher by using social media signals and its BuzzKeepers insight community to test out its products.

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