BuzzFeed Ad Model Depends on 'Social Lift'

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Mitch Wagner
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I wonder whether brands can produce the kind of "snack content" that BuzzFeed generates, and whether that content will generate results for the brand. 

tinym
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plenty of ways to feel old
tinym   4/3/2012 8:22:23 AM
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BuzzFeed produces a lot of lists that make me feel really old. I know what's coming and still I read/view photos through the end. I think they've got the 'snack content' marketing model down. They even have longer articles to keep readers engaged -- I read an interview with Marissa Mayer about women in technology yesterday.

KarlHakkarainen
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While a business might have designed an initial destination for many people, it's clear that customers are looking for engagment on their own terms. A website may be a hub for content and services, but the key lies in what people can do with those services. An app on a mobile device, no matter how fun and fast it is, is nearly useless if customers can't fit it into their various social networks. 

It's a tricky balance. You want to keep people connected to you, but not so much as to annoy them. For example, the Wall Street Journal, Financial Times, and other iPad newspaper apps provides a good interface for reading their superb content. The apps, however, limit how much sharing you can do with this content, You can send a story to Twitter, Facebbok, or email. You can't, however, post on blogging platforms or clip to Evernote for research. As a result, I prefer to access the news sites via their web interfaces, letting me use my browser's features to handle the content as needed.

As you note, Mitch, the recommendations (explicit and implicit) are valuable to everyone. It means that brands have to realize that they aren't the only thing going on in the person's day. Great content that isn't easy to share is the modern equivalent of a stand-alone PC. 

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