successfully creating shareable native advertising

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Social Sharing With a Purpose:

Aric Lapera aric@buzzfeed.com

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130M+ monthly UVs

BuzzFeed creates content people want to share.

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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

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“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

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AgendaNative < Social !

Social changes everything !

Social Storytelling for brands !

Examples and discussion

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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.

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Native is good, social is better.

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Our POVConsumers 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

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The Facebook Test

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Why do people share things?

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Content is about identity.

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Have a heart

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Capture the moment.

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Humor is social.

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So are human rights.

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Don’t post things people are embarrassed to share.

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If content is social, ads can be too.

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Like Good TV, Ads:Tell a story

Involve people emotionally

Are not heavy-handed

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The BuzzFeed Story Unit

In-stream and content-rich

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:

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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?

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Start a conversation that people want to participate in.

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Start conversations that are interesting.

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Start conversations that are emotionally resonant.

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Start conversations that are funny.

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Start conversations that are useful.

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Start conversations that connect with an Identity.

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Be a relevant voice to your audience.

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Dad’s Buy Diapers Too!

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The same hat, just tinier.

Justin Bieber’s yellow Lamborghini

Newsroom

Measure Earned Engagement

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Social

MobileVideo

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Social Mobile Video

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Social VideoLed 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

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Carls Jr - All about the Buns

Purina - Tidy Cats Intel - 2 in 1

GE - Innovations

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Key TakeawaysNative is good, but social is better. !

What credible stories can your brand tell? !

Give your avids content to become advocates. !

And have some fun!

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Aric Lapera aric@buzzfeed.com

Discussion