Home  › Media › Video
buzzfeed-homepage

BuzzFeed Beefs Up Video With Social Lab, CNN Deal

  |  May 28, 2013   |  Comments

BuzzFeed today announced plans to beef up efforts to create more viral video content, with the creation of a social video lab and a content deal with CNN.com.

Capitalizing on what appears to be unquenchable demand for video content, BuzzFeed today announced plans to beef up efforts to create more viral video content, with the creation of a social video lab and a content deal with CNN.com.

The viral news site, which already has 60 million unique visitors to its home page and nearly one million subscribers across six YouTube channels, is opening a social video lab in Los Angeles to create a mix of original news and entertainment under the direction of Ze Frank, BuzzFeed's executive vice president of video.

"These are not videos for search, but specifically designed for sharing," says Jon Steinberg, president and COO of BuzzFeed, in a ClickZ interview today. Over 70 percent of the traffic on the BuzzFeed site is shared over social media networks and nearly half on mobile, the company says.

Video content has proven to be popular with Millennials, web native 18-34-year-olds who are an attractive target for many advertisers. In keeping with this group's interests, Steinberg says, the videos will be under two minutes - as they are most often viewed on a mobile - and offer surprising, quirky, or interesting events, such as natural phenomenon or rescue scenes, rather than in-depth interviews. That doesn't preclude political or harder-hitting topics, he says, but they will be approached a different way.

BuzzFeed will expand its employees in LA from nine to 30, and plans to invest "an eight figure sum" over the next two years into the video efforts, Steinberg says.

Part of the deal includes the launch today of CNN BuzzFeed, a cooperation with CNN.com, in which BuzzFeed will use current and archived video footage to create news videos tailored for sharing. The content will appear on both CNN.com and a dedicated CNN/BuzzFeed YouTube channel. The first such cooperative video, on the site today, showcases numerous rescue attempts, from a woman being pulled out of the rubble in Bangladesh to the spectacular rescue of miners in Chile.

BuzzFeed already has similar deals with BBC America and CNBC, allowing them access to its video content. In addition, the two organizations will collaborate on original list posts that starting today will be published to CNN.com.

The CNN channel will not, at the start, feature any branded content, Steinberg says. "First we will focus on growing the user base and getting people excited, then a decision to monetize the site will follow," he says.

The increased emphasis on video should also mean more opportunities for brands. "All of our inventory is available for branded content," says Steinberg. GE and Virgin Mobile are among the companies that have already taken advantage of branded content on the site.

Interactive media strategist and ClickZ columnist Tessa Wegert believes the deal comes at the right time. "Online video and social media usage have been consistently rising, and consumers are hungry for video content they can share, like, and tie to their online identity as an extension of their interests and tastes," she says. The affiliation between BuzzFeed and CNN demonstrates "an understanding of the value consumers now place on chatter-worthy, real-time content that's reliable."

According to BuzzFeed, 48 of its feature videos have received over one million views, including "The Angriest Babies In The Whole World," "What 2000 Calories Looks Like," and "True Facts About The Angler Fish," a part of the "True Facts" series.

Tags:

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

Mary Lisbeth  D'Amico

Mary Lisbeth D'Amico is a freelance writer based in Jersey City who frequently covers digital marketing, social media, tech startups, and venture capital. She has contributed to a wide range of publications including The Wall Street Journal, Business Week, Red Herring, and Real Deals. Find her on Twitter at @mldamico.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

    Information currently unavailable

Jobs

    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Fort MillWe are looking for a talented Internet Marketing Campaign Manager to join the...
    • Online Marketing Coordinator
      Online Marketing Coordinator (NewMarket Health) - BaltimoreWant to learn marketing from the best minds in the business? NewMarket Health, a subsidiary...
    • Call Center Manager
      Call Center Manager (Common Sense Publishing) - Delray BeachWanted: Dynamic Call Center Manager with a Proven Track Record of Improving Response...