Buzz, Buzz, Buzz
"Buzz" in the marketing world is defined as the interactions between consumers of a product or service which creates an enthusiasm around the marketing message.
So why is Buzzfeed so wildly successful with Millennials and Plurals?
As one of Buzzfeed's two million monthly readers, I'll tell you why.
1. Buzzfeed creates content that is especially sharable on all social media platforms. Not only are their sharing mechanisms seamless, they create content worthy of sharing. People don't normally go Googling "grandmothers smoke marijuana for the first time" or "man has seizure while skydiving," so Buzzfeed does the dirty work for us. They bring excellent content to our fingertips. And they don't just provide entertainment, they provide investigative and emotional storytelling too. There's a little something for everyone.
2. They value the trivial things. Buzzfeed capitalizes on content that includes aspects of personal identity. I can't resist reading "20 Things Only '90s Girls Will Understand," or taking quizzes like "Which '90s Beauty Trend Did You Rock?" These things may seem trivial to an outsider, but they really strike a cord with a specific reader. This type of content makes me feel recognized, understood and nostalgic all at the same time. Buzzfeed executive video producer, Andrew Gauthier, said that Buzzfeed wants readers and viewers to see content and think, "That is so me." Lots of content on Buzzfeed adds a certain value of truth and validation to people's lives that they want to share with friends and family.
3. Tone, Tone, Tone. The tone of Buzzfeed reminds me of late-night host, Jimmy Fallon. Jimmy is so successful because he is an amazing listener to guests but he also has his own unique comic wit. Millennials want to be valued, understood and recognized as individuals. We prefer (and actually expect) a tone that is colloquial, approachable and encouraging. Buzzfeed utilizes visuals and short, strategic text. They know their audience because heck, they hire their audiences.
To read about Buzzfeed's viral video success, read: http://digiday.com/publishers/inside-buzzfeed-video/
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Kathryn Jeffords majored in Strategic Communications at Elon University. She reads Flipboard, enjoys live music and frequenting coffee shops and perfecting the art of macaroni and cheese.