A Hint of Magic, a Bit of Science
This week, a dress broke the internet (with the help of two llamas), yielding BuzzFeed 28 million pageviews for a single article in less than 24 hours — and leaving traditional media shuffling their feet trying not to miss the tsunami.
Paul Ford on Medium tries to understand the reasons behind the dress's success and the consequences it will bring to newsrooms around the globe:
I know from experience that Internet events like this have consequences. Meetings. Memos. Jealousy. Twenty-five million [at the time of publication] is a number to make an editorial director angry. [...] How do I get that? They’ll wonder. How do I get that sweet, sweet traffic? Why do those children get the traffic with frolic while my attempts to go viral fall flat at hundreds of thousands of impressions?
Brian Morrissey echoes a similar feeling on Digiday and proclaims that “Buzzfeed won”:
In this game, BuzzFeed is winning. It must boggle the mind at traditional publishers that seemingly the entire Internet is talking about content that was created not by a seasoned reporter but a “community growth manager.” These so-called premium publishing brands will inevitably lose their pricing power in the ad market as they continue to copy BuzzFeed.
With a massive audience that's becoming bigger and wider every day, solid “news” coverage, an experimental app development team and a friggin' movie studio, Buzzfeed is shaping up to be the media company of the future.
Btw, they're hiring.