As traditional publisher metrics evolve, there is more importance placed on shareability and engagement. With a policy against banner ads, BuzzFeed is instead focused on the creation of native advertorial content that is as readable and shareable as its editorial offering. This session will highlight BuzzFeed's successful strategy for native advertising.

1. !1
Social Sharing
With a Purpose:
Aric Lapera
aric@buzzfeed.com

2. !2
130M+
monthly
UVs
BuzzFeed creates content
people want to share.

3. !3
Total Traffic Over the Last 2 Years
(Monthly UVs)
27,000,000
54,000,000
81,000,000
108,000,000
135,000,000
December 2011 December 2012 December 2013
Unique
visits per
month
133.5M GA Global UVs
in December 2013

4. !4
“The media landscape
is changing so rapidly ...
I remember when
BuzzFeed was just
something I did in
college around 2 a.m.”
!
-Barack Obama
Whitehouse Correspondents Dinner
April 27, 2013

5. !5
Agenda
Native < Social
!
Social changes everything
!
Social Storytelling for brands
!
Examples and discussion

6. !6
Native Advertising:
Paid ads that are so cohesive with the page content,
assimilated into the design, and consistent with the platform
behavior that the viewer simply feels that they belong.

7. !7
Native is good,
social is better.

8. !8
Our POV
Consumers are looking to discover,
engage, and share content
!
Great brands are telling stories through
engaging and sharable content to
generate true word-of-mouth marketing

9. !9
The Facebook Test

10. !10
Why do people
share things?

11. !11
Content is about identity.

12. !12
Have a heart

13. !13
Capture the moment.

14. !14
Humor is
social.

15. !15
So are human rights.

16. !16
Don’t post things people
are embarrassed to share.

17. !17
If content is social,
ads can be too.

18. !18
Like Good TV, Ads:
Tell a story
Involve people
emotionally
Are not heavy-
handed

19. !19
The BuzzFeed Story Unit
In-stream and
content-rich

20. We ask ourselves three
important questions.
1. Would I share this?
!
2. Is it human?
!
3. Is it relevant?
Things we always
ask ourselves when
we’re ideating:
20

21. It works because it’s an
authentic collaboration.
Give people something you
have great insight on; the
most important pieces of
your brand.
What makes your
brand unique?
21

22. Start a conversation that
people want to
participate in.
22

23. Start conversations
that are interesting.
23

24. Start conversations
that are emotionally
resonant.
24

25. Start
conversations
that are funny.
25

26. Start
conversations
that are useful.
26

27. Start
conversations
that connect with
an Identity.

28. !28
Be a relevant voice
to your audience.

29. !29
Dad’s Buy
Diapers Too!

30. !30
The same hat,
just tinier.
Justin
Bieber’s
yellow
Lamborghini
Newsroom

31. Measure Earned Engagement
!31

32. !32
Social
MobileVideo

33. !33
Social
Mobile
Video

34. !34
Social Video
Led by Ze Frank
Sad Cat Diary
13M+
views
Gangnam Style vs.
Nicki Minaj Mashup
The Angriest
Babies In The
Whole World
Science Is
Pretty Freaking
Awesome!
True Facts About
The Angler Fish
7M+
views
5M+
views
1M+
views
12M+
views

35. !35
Carls Jr - All about the Buns
Purina - Tidy Cats Intel - 2 in 1
GE - Innovations

36. 36

37. !37
Key Takeaways
Native is good, but social
is better.
!
What credible stories can
your brand tell?
!
Give your avids content to
become advocates.
!
And have some fun!

38. !38
Aric Lapera
aric@buzzfeed.com
Discussion