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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!