Brandon Keenen Brand Partnerships

2

Being Natively Native?

3

9 out of 10marketing tactics deemed most effective comprised of sponsored social messages

Source: eMarketer, November 2015

BuzzFeed Is A Key Source Of Millennial Content

1 in 5of ALL articles shared by millennials

originate from BuzzFeed

Source:Fizzology Report 2015

Social Landscape Overview

7

Mobile

Social Video

8

9

49% of millennials check their

phones within just

5 minutes of waking up.

Source: Deloitte, June 2015

10

The Landscape Of Media Is Changing

Portals

Search

Social

12

Home Pages Don’t Matter So Much

2011 2012 2013

160M

140M

120M

100M

80M

NYT Home Page Visitors

The Number Of Ways That Millennials Engage With & Share Content Has Multiplied

14

15

42% favour short

form video over TV programs

and films

Source: eMarketer June 2015. 18+; Ofcom 2015

18-24 year olds watch the

most online videos of

any demographi

c

On average in a month they’ll

watch

358 videos totalling

27 hours

16

Convenience Is Driving Video Growth

How about Native Video?

18

Jan 13 Mar 13 May 13 Jul 13 Sep 13 Nov 13 Jan 14 Mar 14 May 14 Jul 14 Sep 14 Nov 14 Jan 15 Mar 15 May 15 Jul 15 Sept 15

Growth in BuzzFeed Motion Pictures2.9B+

163M

Source: Google Analytics/Adobe Omniture.

We Learn From Editorial Success

SAD CAT DIARY

& Apply This To Brands“Sad Cat Diary”

23M 99% 25M 99%

“Dear Kitten” Series

21

Millennial Sharing Behaviour Isn’t Limited To One Platform

Platform

We Adapt Our Creative To Match How Millennials Consume It

25

Control

Exposed

0% 10% 20% 30% 40% 50% 60% 70%

+57.8% Brand Lift

How likely are you to consider buying wet food for your cat?

Brand Impact

26

Leaning Into Platform Nuances & Consumption Habits

69%

4%

27%

Millennials Discover BuzzFeed Life Content On Facebook

69%

4%

27%

13%

1%

86%

Then They Share And Reference It On Pinterest

Good social advertising starts with thinking about

how that content will spread.

We Know Why Our Millennials Share

Identity Emotional Gift

Social Information

31

Identity“This is so me. It expresses my identity better than I can.”

“This explains part of your identity that I don’t really understand.”

We Take Our Editorial Learnings & Apply It To Branded Activity

EmotionJake @mrjakeyjake

1

Just got ALL OF THE FEELS. http://www.bzfd.com/...

3

Theme

Taking Editorial Learnings To Branded Activity

35

Social Information

“I learned something! I want you to know it too.”

“I would like you to know that this information is important to me.”

Taking Editorial Learnings To Branded Activity

37

What’s new?

641 MillionTotal Video Views

10.4 MillionTotal

Shares

13.1 MillionAverage Views Per Video

5.1 MillionTotal Fans 111

ThousandNew Fans Per Day (Avg)

So What Does This All Mean?

Content FormatMillennials

40

Mobile, social & video aren’t slowing down anytime soon

Content should meet millennials wherever they already are

Millennials share things to look smart, feel an emotion or to tell others something about themselves

Sharing behaviour varies from platform to platform

Get a head start by taking an iterative approach to your marketing strategy

Summary: The Best Bits

Thanks AUDIENCE!