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

Does TikTok Really Make Sense For Microsoft?
  • Opinion

Does TikTok Really Make Sense For Microsoft?

In this guest post, Alex Watts (pictured), DDB Sydney Head of Social, discusses his thoughts on the potential Microsoft/Tik Tok acquisition and whether the deal actually makes any sense for Microsoft… Trump is calling for a ban, China’s calling it a “smash and grab,” but the real question is – does buying TikTok really make sense for Microsoft? TikTok is […]

Opinion

by B&T Magazine

B&T Magazine
QMS Sport Rebrands As Media Tech
  • Media

QMS Sport Rebrands As Media Tech

Following QMS’ acquisition of TLA Worldwide (Aust) last year, QMS Sport has today announced it will transition to the TLA brand and formally become a business unit of TLA. ‘Media Tech’ is officially the new name for what was formally known as QMS Sport, and will operate alongside TLA’s existing business units that span the […]

Design Studio Nightjar Launches Publisher Platform For Sneaker Freaker
  • Uncategorised

Design Studio Nightjar Launches Publisher Platform For Sneaker Freaker

Sydney-based design and technology studio Nightjar have launched a new website for Sneaker Freaker. Founded in 2002, the street culture magazine is the first and only international footwear magazine. From its roots as a DIY-style fanzine to today’s global coverage, its print pages and online platforms document every colab, custom, limited edition, retro reissue, Quickstrike, Hyperstrike […]

Former Haystac Head Of Strategy Launches PR Toolkit For Small Businesses
  • Advertising

Former Haystac Head Of Strategy Launches PR Toolkit For Small Businesses

Haystac’s former National Head of Strategy, Haylie Marchant (pictured) has launched The PR Toolkit – an online resource and DIY PR platform educating and empowering small and medium sized businesses to do their own PR. Offering a mix of free resources and easy-to-use how to guides, the one-stop-shop for DIY PR covers media relations, media […]

Malcolm Turnbull & Janine Allis Elevate BIPOC Voices In Australia With New Series
  • Media

Malcolm Turnbull & Janine Allis Elevate BIPOC Voices In Australia With New Series

One Love Australia has launched a new social change initiative that will see a raft of high profile individuals, including former Australian Prime Minister Malcolm Turnbull and Boost Juice’s founder, Janine Allis, take part in a video interview series set to turn racism on its head. The initiative – titled #ShareThePlatform – will see these […]

Omnicom’s Resolution Digital Named As Google Honours Agency Of The Quarter
  • Advertising

Omnicom’s Resolution Digital Named As Google Honours Agency Of The Quarter

Resolution Digital has been awarded the Australia’s Agency of the Quarter award in the prestigious Google Honours program. The Honours program for 2020 recognises the achievements of the very best performance marketing agencies and providers across Australia and New Zealand. The program consists of 3 quarters, 43 agencies and over 500 individuals; measured on account […]

Perth Agency Firefly Adds Six New Accounts & Launches New Media Arm
  • Advertising

Perth Agency Firefly Adds Six New Accounts & Launches New Media Arm

Firefly has brought on six major new clients as it continues to expand, adding new media planning and buying arm to its business. Managing Director Andrew Mathwin (pictured) said the independent agency, known for clients such as Air New Zealand, Buy West Eat Best, West Coast Eagles and Mrs Mac’s Pies, had a strong year […]