There’s something to be said for BuzzFeed videos, regardless of how you may view their content. Their ability to achieve such consistent success might be the new benchmark for brands looking to expand their content marketing. Many brands are remembered by “that one spot that was really popular on Facebook that one time”, but for BuzzFeed, it’s just another day at the office. Virality is extremely difficult to accomplish, especially on a consistent basis. Things like timing, relevance, and execution are common hurdles that brands face when trying to develop consistent viral content. However, none of these things seem to matter to BuzzFeed.
Since its inception in 2006, BuzzFeed has set the tone for digital media, successfully engaging the most highly coveted audience today – millennials. With younger viewers spending more time on the Internet than any other age group, it’s not surprising that BuzzFeed has found a home amongst its viewers. BuzzFeed as a brand has a lot to offer, but when it comes to its video content, there might be a formula that many of us are missing.
What is it about BuzzFeed?
There’s more than one thing that makes BuzzFeed’s videos so special. It’s not just the content, the timing, the humour, or the audience they’re appealing to. BuzzFeed videos are unique because of two things: their people, and their unique perspective on “what if” style topics.
One of their more popular videos is titled, “what if men could feel the pain of childbirth?” which is without a doubt sure to pique some interest. Sure, it’s not physically possible, but with a little help from science, a few daring subjects and appropriate use of a clickbait title, a video like this is poised to receive a lot of feedback online. Buzzfeed really does know how to properly seed a video.
This has sort of become BuzzFeed’s formula to virality. While nothing is ever a guarantee in the digital world, BuzzFeed’s videos tend to perform well in part to their consistency to their formula and ability to provide new perspectives.
Shareability is key
Outside of the massive audience they have online, BuzzFeed is successful because of its connection to social media, which is where they receive most of their views. Why? Because people love to share them. A video can be great and enjoyable to watch, but what makes you want to tell other people about it? One word. Relatability, which is one element that makes their virality formula truly genius.
How many times have you heard the phrase “try going through childbirth” whenever a man complains about pain, or “is it really worth the extra money”? Probably a few times, and probably a few more if you’re a guy. BuzzFeed capitalizes on topics like these in a comedic way, which isn’t rocket science – it’s logic. These videos are almost always half serious and make for some pretty great content.