News aggregation web site BuzzFeed even the traditional media jobs are not spared?

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BuzzFeed is known as a subversive in the media industry. Under the BuzzFeed and other new media, traditional media has long been soldiers. Now BuzzFeed has a lot more to do with the professional news coverage that traditional media specializes in. To achieve this goal, BuzzFeed will hire the world's most capable journalists and writers. Strengthen the level of reporting on breaking news reports, investigative reports and professional fields.

"Sharing" is more important than "search."

What's the secret to BuzzFeed so much success in such a short time?

1. Operation mode: Machine + manual

Jonah Peretti is co-founder of the Huffington Post, the most successful blog site in the United States in recent years. He also began experimenting with the BuzzFeed project during his work at The Huffington Post.

BuzzFeed Laboratory research and Development of the first product is the Instant Messaging client Buzzbot, the client sent a link to the user information for users to browse the most popular online events on the day. Buzzbot uses an algorithm based on link-click Rise speed to get feeds from hundreds of blogs and search for new links to spread quickly to other sites.

Later, Peretti wanted to create a Web site with this algorithm, highlighting some of the popular links found by Buzzbot. At this point, Peretti began employing human editors to manage daily links. He found that, combined with manual operation, the effect is much better.

The first product launched by the BuzzFeed website is five or six links per day, half of which comes from trend detectors, and the other half is the link that editors find on the Internet.

Now, BuzzFeed's exclusive content management system has become the core competitiveness of BuzzFeed. BuzzFeed continually redesigned, managed and upgraded the system to encourage readers to share in social networks. Through BuzzFeed's analytical tools, early employees of Stopella and BuzzFeed have linked the site closely to what is currently popular.

2. BuzzFeed concept: Sharing is more important than searching

In the era when Google and Baidu ruled the internet, a news search engine grabbed and prioritized it seemed to be a measure of the success of a network news. But in BuzzFeed's view, sharing is more important than searching. Because with the rise of Facebook and Twitter, people get content more by sharing than by searching. Under the guidance of this idea, BuzzFeed will release itself from the compression practice of content optimization for search engines such as Google.

Peretti said, "We have two years of time, do not care about Google search data." For me, the "surprise" moment was when I received a few emails from users, and wrote, ' I'm sorry I didn't find anything good to share on BuzzFeed today. ’”

Compared to direct access, Facebook is a more powerful BuzzFeed traffic driver, with more than 50% of BuzzFeed's total users coming from social networks.

3. Content features: The production of viral content

Since it is a priority to share, then the BuzzFeed editorial team will have to think what kind of content is best for sharing, the most explosive audience to share the impulse.

Peretti said his key to winning the internet was to implement "big seed marketing" (large seed Marketing), optimize "viral expansion" (viral Lift), use the herring strategy (mullet Strategy) and cater to users. Professional social circle Boredom "(bored at Work receptacle) appeal. These nouns together, can see BuzzFeed in the content of temperament and orientation.

If you think it's too abstract to listen to these theories, look at what is actually proving popular in BuzzFeed: beautiful pictures, beaming animals, the absurd response of users to global events on Twitter, a wide range of rankings, interesting automatic corrections, Canadian actor Gosling , pet dog and catastrophe disaster are all insured content. Celebrity identity photos, drug addiction stories and protest slogans are less popular with readers.

4. Business model

BuzzFeed wants more than content to spread, and wants advertisers to experience viral expansion.

Joen Steinberg, chairman of the company, said BuzzFeed's 2011 advertising campaign had reached 100. According to the median of $75,000 trillion between the average gross profit of each ad project and between $50,000 and $100,000 trillion, the 100 AD project BuzzFeed a conservative estimate of revenue for the company, which is equivalent to around 7.5 million dollars for every employee who BuzzFeed in 2011.

And none of these advertisers and projects have established relationships with BuzzFeed through banner ads.

Today, BuzzFeed's website does not have a banner ad. Industry sources say that by avoiding standard media earnings, BUZZFEED2012 will profit nearly 20 million dollars a year.

The ad team led by Steinberg began discussions with the brand's mobile marketing officers. BuzzFeed is looking for open minded advertisers and advertising agencies. BuzzFeed has now made some successful advertising campaigns, and advertising sales are getting easier.

"Most advertisers would rather take part in a BuzzFeed time machine like GE (GE) to have all this cool stuff to show their friends, ' look at the interaction between us and this customer, '" BuzzFeed. "It's better than [banner ads]," Peretti said. All we need to do is create activities for a small number of people with advanced awareness so they can see that it really works and help others overcome the fear of trying to customize content sponsorship ads. ”

Peretti says most of the media history is about spending, and it's time to turn your mind to sharing. "If you turn a user into a distribution network, it will benefit the media, the reporting and the news industry." Because the distance between the content and the people is narrowing, and the distance between the restricted media and the specific way of broadcasting is getting farther. Media expansion through people is better and stronger than the networks that media companies build on their own. ”

For 7 years, BuzzFeed the most famous cat and dog list to make his content popular with social networks. Now, what will it do for the next 7 years as an already profitable content Web site? (based on Tencent, nine headlines)

News aggregation website Buzzfeed:8 month UV record 85 million has started to profit