A resource for news innovators to learn, plan & do.
Complexity: Intermediate
Article Complexity Bar Graph

Native advertising tips from BuzzFeed

BuzzFeed’s paid content revenue stream is among the largest in the world. Here, its leadership defines the how they attempt to infuse the organization’s tone into multi-channel sponsored content that doesn’t trick readers.

An interview with Summeranne Burton, executive creative producer at BuzzFeed, is full of useful tips about how to match paid content with the tone and topics of a publication in the context of iterative development. BuzzFeed’s multichannel approach requires her team to continuously adapt the content create to maximize value for advertisers.

“We’re constantly responding to new developments and trends like Facebook Live, and this doesn’t always mesh with the pace of the branded world. We have an opportunity to educate brands.”