“The content is dead. Long live the content! ” or a little about the BuzzFeed format

    John Peretti, when he conceived a small modest Internet laboratory called BuzzFeed , perhaps did not even realize that his product would revolutionize the future not only in content marketing, but also in network journalism in general.


    BuzzFeed format is a material that starts with a digit, is a list, contains more pictures than text. Not all at once, of course, but some of these elements should be. Such materials are usually small and are often used as bookmarks. The content can be anything - the main thing is not this, the main thing is its form. Take a look at several sites:

    BuzzFeed itself:










    Look At Me:






    Men's Cult:




    Today, the BuzzFeed format is becoming the standard. It may seem that this time has long come and has already passed, but actually not. List articles were popular even before BuzzFeed, but it was this media portal, and in particular, its popularity, that brought them to a new level. The level where such a format is considered standard.

    The BuzzFeed format is mercilessly criticized by journalist mastadons. In particular, at the HSE Faculty of Media Communications, this format is presented as “how not to write”. Imagine the surprise of a student who, outside the faculty, sees that almost the entire Internet writes as if it were “not necessary.”

    It is curious that the portal itself uses the format only for articles in the sections on life, society, lol, and so on. In the section of serious news and analytical materialsBuzzFeed News articles of this format, if they occur, then only as a photo gallery. Initially, it was created exclusively for photos, but in 2008-2009 it began to be used for other content.

    • It is convenient to write articles of this format - this is a kind of container of useful (and not so) information, enclosed in a convenient and simple form;
    • For the same reason, they are convenient to read. They are easier and better perceived than kilometer-long texts overflowing with participles;
    • They are most often stored in bookmarks as notes, which you can always return to;
    • They like, click and rumble more often;
    • By the ratio of “time spent - the result” is the best option.


    The risk is great to succumb to the temptation and start stamping articles according to one template:

    • Gather useful information on a specific topic online
    • Break into 10 pieces
    • Number
    • Put a funny picture
    • Title “10 Ways / Habits / Steps / Tips”
    • ?????
    • PROFIT!

    The BuzzFeed format rarely contains analytics or research, as a result of which completely new, unknown information is presented to the audience. As a rule, these are facts that are already known to a narrow or wide circle of people, as well as information from various sources, collected in one material. Some kind of mini digest.

    There is a risk of chasing the pluses of the classes , and stop writing research, cases and analytics, build charts and graphs, giving all the time to articles of this format. As a result of this, the genre diversity of the blog disappears.

    Many publications and companies misinterpret the significance of the format and begin to collect generally known facts in lists. For example, “7 Secrets of Successful People”: get up early, finish the job, don’t leave tomorrow what you can do today, constantly improve yourself, firmly go to the goal, do not give in to difficulties, believe in yourself. Motivational picture and post ready.


    Whether it's good or bad, but the BuzzFeed format is becoming the standard. “The king is dead. Long live the king! ”Shouted French peasants in the 15th century. And in fact, according to the legislation of the monarchy of those years, after the death of the king, his successor was immediately declared as such. The BuzzFeed format is this very successor.

    Ps Personally, we somehow fell into the trap and began to stamp articles “5 ways to increase conversion”, “7 habits of successful people”, “10 secrets of success”, “8 ways to establish communication with the visitor”, “15 sites for web analytics” , “32 Free Photo Stocks,” “22 Conversion Growth Tools,” and more. Today we abandoned this, blog traffic has fallen, but we hope to restore positions with other content. Whether we were mistaken or not, time will tell.

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