BuzzFeed: ‘People don’t want to be friends with brands’

BuzzFeed: ‘People don’t want to be friends with brands’
SHARE
THIS



Executive director, international strategy for BuzzFeed Keith Hernandez says people don’t want to be friends with brands.

In Sydney for the Mumbrella360 media conference, Hernandez told the audience: “People inherently don’t want to be friends with brands. The reality is they align to the content more and it speaks to them in a great way.”

BuzzFeed opened an Australian office early this year and Hernandez said he didn’t know if the site would get traction in international markets. “But we discovered the internet was universal.”

Since its local launch, the social sharing site has worked with a number of Australian brands including Kit Kat, ING, McDonald’s, CommBank, Telstra and 5 Seeds.

Hernandez said: “Right when we opened the door, brands came to us and said ‘hey, we’re interested in working with you’, that shows Australia is ahead of the curve with social storytelling.”

“The Buzzfeed mindset with brands is ‘we want to understand what you care about first’.”

“Humour always works but you have to be careful. Humour is one of the biggest holes you can fall in. People will jump onto humour and think they’re doing something fun but they might ruin 125 years of brand equity based on one fart joke

Internationally BuzzFeed is moving toward custom social video and Hernandez presented three examples of brands utilising this.

 

 

 

Hernandez also highlighted the importance of mobile to the BuzzFeed model. He said: “When we’re building stories we think mobile first. If it doesn’t get shared on mobile it won’t get shared.”

BuzzFeed’s Australian office is also expanding with Hernandez announcing that a breaking news reporter has been hired for the Sydney team.

Please login with linkedin to comment

Arty Labs RTB Spinach

Latest News

Blue 449 Launches New Campaign For Chivas  “Success Is A Blend”
  • Campaigns
  • Media

Blue 449 Launches New Campaign For Chivas “Success Is A Blend”

Blue 449 has launched a new paid media campaign called Success is a Blend for Chivas Regal, the original luxury blended Scotch whisky. This through the line campaign celebrates the belief that blended is better, in life and in Scotch. Chivas’ faith in blending was instilled by founding brothers, James and John Chivas, who pioneered […]

The Australian Unveils Fourth Edition Of The Deal For Emerging Female Leaders
  • Media

The Australian Unveils Fourth Edition Of The Deal For Emerging Female Leaders

The Australian has today published its fourth annual edition of The Deal focused on emerging female leaders, in association with Chief Executive Women (CEW). The issue showcases successful women while asking some challenging questions. The Deal editor Helen Trinca said: “Women have achieved so much, even if there is more to do, and there is […]

Shake The Cage Cup Submissions Open
  • Media

Shake The Cage Cup Submissions Open

Didn't have much like on the recent Melbourne Cup? Well, why not turn your attention to the Shake The Cage Cup instead?