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BuzzFeed Attack - How to use the buzzfeed's machine to make success?
I applied for Social Media Editor at BuzzFeed Brazil. During the process of construction of texts and sharing strategies for my application, I ended up learning a lot about viral content, which share this ppt.
Who? Hilário Júnior, 31 years
old. Specialist in strategic planning for digital media and social networks, graduated in Advertising and post-graduated in Digital Marketing. Large experience in social media marketing for artists, musical groups, theater companies, film companies, public people, politicians and companies of several types of industries. Working with digital media and social networks since 2007.
The Challenge To create a
special content for BuzzFeed. Viral, fun and/or special content about current events. The idea is to draw attention of the audience and site's editors to my resume. For this challenge I created a strategy that can be explaned in 4 steps: 1) First ideas and post’s creation; 2) Content Dissemination in different channels 3) Content activation with influential people and / or using impact strategies 4) buzz monitoring and impact of the posts monitoring.
First ideas and post’s creation.
- Viral content (or share friendly) is preferred - Trending Topics take the place of the previously thought posts - The contents were thought by platform: What content would be better on which platform? Three themes originally thought - Dubsmashes - Taking advantage of video sharing numbers on social networks. Distribution Focus: Whatsapp + instagram (via hashtag #dubsmashbfb) [70% of Brazilian Internet is originated from mobile devices ] + Facebook - SPFW + Gisele Bundchen - The last runway presentation of the Übermodel would be "the subject" on social networks during Wednesday. Distribution focus on Vine + Twitter + Facebook. - Political Quiz about the PL 4330/2004, which is currently being voted by the Brazilian Chamber of Deputies. Distribution focus on Twitter and Facebook.
The surprise factor On Sunday
morning, as I began the production of the posts, I saw Father Fabio de Melo posting on Twitter in favor of the LGBTQ community. My first impulse was to compile the twitter posts and put them on my facebook. 2 minutes after I had done it, I realized it was a great opportunity to make a spontaneous content to BuzzFeed and start from there to test the strategy that had thought for the content.
The First Post: The non-planned
post Total audience: + 50k views on BuzzFeed’s website Social reach: + 1 million people reached in social networks (Conservative Count)
I had no access to
BuzzFeed’s social channels to spread my post about Father Fabio in the Community, so I activated some influential keys who know about this topic and they shared the story. My post in the Community was the first post "in the press" that would be shared, and the urgency of the scoop in this case were the difference for the post. And so it was...
The post spreaded quickly, and
it helped to specially draw the attention of BuzzFeed's competitors, who spent hours without "giving importance" to the story of Father Fabio. In less than 2 hours of posting it had already more than 500 shares in networks and over 400 comments. 24h after the post was already in BuzzFeed Brazils homepage (I was the first to bring up the story;-)) and it had already reached the target range of posts and nearly 50% of views from the previous goal.
Encouraged by the Father Fabio
post and its results, I created the Dubsmash post . All my strategy for this post could fall if someone in Brazilian BuzzFeed had published something similar on Monday morning on their page. I selected the 20 funniest dubsmashes I saw on my network and I recorded one to be shared by whatsapp. The thing needed to be funny and shareable. And so I came up with the idea of google voice… The second post: Dubsmash
Although it was posted on
my facebook and instagram, the idea for this video was that he had a good acceptance and it was shared by Whatsapp to my friends (a total of 900 contacts on Whatsapp) Through a transmission list in the app, I sent to all 900 contacts and I had very interesting returns ...
In a few minutes the
link had over 1000 views and one of my friends said the post was on the International Buzzfeed facebook profile. Even without entering the Brazilian BuzzFeed’s home page, the post reached more than 50,000 views on BuzzFeed’s site, had more than 3,000 shares on social networks and spawned an entire parallel universe of memes from it ...
Total audience: + 50k views
on BuzzFeed’s website Social reach: Directly, it reached + 400k people by direct posts, but with the indirect posts those numbers grew a lot.
All of the videos of
my list, turned into awesome 5 minutes video memes and more than 40,000 shares (conservative count). Now think about a BuzzFeed owner content meme turning and being remixed, as well as the Blue and Black / White and Gold dress? ;-)
In addition, we generated more
than 400 mentions in Instagram with the hashtag #dubsmashbfb and more than 100 e-mails with links and dubsmash videos, getting over more than 500 spontaneous participations.
Fashion is niche, and despite
of Gisele being a celebrity in Brazil, Fashion Week does not call as much attention now as it did a few years ago. To do better, I invited celebrities who were passing by the event, to walk (or try to) just like Gisele. The idea was not only to try and make them share in the post (as indeed happened to some) but also to draw people's attention to Vine. And so we increased the number of loops in my personal vine from 1,200 to over 90,000.
Now think about this: Would
an original content on BuzzFeed Brazil for Vine be successful? :) Remember that the Vine community in Brazil is huge, and has some celebrities on it. https://vine.co/u/977095374911295488 Remember also what BuzzFeed’s CEO said about the actual content: http://techcrunch.com/2015/03/16/a-lot-more-views- than-clicks-out-there/
Speaking about protests, Brazilian Buzzfeed
covered some events, but there wasn’t any mention about the PL 4330/2004, which talks about outsourcing labor relations. For this post, I made a quiz about what BuzzFeed readers think of outsourcing work, putting an argument in favor and one against, and played in my timeline. The quiz was shared by Dilma Bolada ( I sent the link to its creator), Mrs Jandira Feghali and hundreds of people ...
More than 3,000 votes in
the poll, but the big thing is that people´s participation on Jandira and Dilma Bolada’s facebook pages where huge. They commented on the content and turned it into a living thing. Those discussions were generated,once again, because of a content posted on BuzzFeed Community by me.
This is the end... More
than 2 million people reached with the posts on social networks (conservative count) Over 100,000 views of the posts on BuzzFeed site More than 3000 comments on social networks and posts (conservative count)
… or this is the
beginning of the rest of my life Facebook.com/metheoro Twitter.com/metheoro Instagram.com/metheoro Vine.co/metheoro Snapchat: metheoro E-mail: firstname.lastname@example.org Revisão do texto: Flavimar Diniz e Joana Tabosa