Not through the door, but through the window: Buzzfeed penetrates Russia through social networks



    The American edition of Buzzfeed is expanding its presence in the Russian market. Earlier on Facebook, Buzzfeed posts appeared in Russian. They are also published on the website of the publication itself. An advertisement in Russian appeared on the BuzzFeed Partner page. In early October, BuzzFeed created a Russian-language Twitter account.

    The next step was very peculiar - on November 12, BuzzFeed created a community that published the first post on the Russian social network VKontakte . This was reported by the press secretary of the social network George Lobushkin. The number of followers of the Buzzfeed community on VKontakte at the time of publication was 1,551.

    “We are constantly evolving, trying something new, and in general we always strive to make our content as localized as possible. Now they decided to experiment with BuzzFeed content in Russian.We have no plans to launch a Russian publication. It's just an experiment on one of the social media platforms, ” BuzzFeed ’s press service previously commented on Tjournal.

    “We are very focused on international development; we are trying to cover different platforms; and we are very focused on the further development of our video business, ”added the head of BuzzFeed.

    According to general director of the media company John Peretti, 23% of traffic BuzzFeed receives from viewing the site and its content through the application, 27% are views on videos on Facebook and 14% on YouTube, 21% of traffic comes from Snapchat, 6% are referrals the site via links from Facebook, 4% - images on the same social network, 2% - search the site using Google, another 3% falls on other platforms. Buzzfeed’s resources attract over 200 million unique visitors per month and 1.5 billion views.

    The online edition of BuzzFeed was launched in 2006. The head office of the company is in New York. Jonah Peretti, founder of BuzzFeed, originally conceived the company as a small Internet lab. But now, BuzzFeed has grown into an international media portal with a diverse range of topics: from international politics to television series and creative workshops.

    Over the past few years, BuzzFeed has become a very popular platform, moving from simple aggregation of content and list articles to a combination of several formats, including video content. The management of the resource managed to organize a harmonious coexistence of business content with entertainment and even political. The media company successfully produces video content.

    BuzzFeed has repeatedly been criticized for the “fuzziness” of the business model and the introduction of natural advertising in its materials. So, the managing editor of The Wall Street Journal, Gerard Baker, in his speech to students of the New York University School of Journalism, noted that the merger of advertising and journalism cannot be acceptable and that natural advertising can become a kind of “Faustian treaty” for publications .

    And now, expanding its influence in Russia, the company is also acting in a non-standard way - it comes in, as it were, "not through the door, but through the window." And accordingly, without knocking.

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