Make money by content? difficult. In the era of information explosion, only highly differentiated, valuable articles, only received money. To reach that level, you need to build a content operations team, collect exclusive content that others do not own, and build a community of readers who do not. However, too few people are willing to pay for high-quality content, and even if they do, all subscribe to the New York Times.
Make money by advertising? Harder. Outside the country, with Facebook and Google folder attack, territory, microblogging WeChat press harder and harder, people eat meat, you can only drink soup. These media giants use the standardization of services throughout the year, with very low marginal costs to attract traffic, leaving accurate user behavior records and providing advertisers with “large and accurate” advertising services. You also have to hire a group of journalists, editors, photographers, and filmmakers to make content. You do not necessarily earn the same amount of traffic. It is also difficult to provide accurate data and daily operating costs But higher than Weibo, WeChat.
Much worse, more and more companies set foot in the content industry: Michelin is selling tires, but the introduction of Michelin Guide to everyone crazy starry; Away is selling luggage, but introduced to motivate 74-year-old readers to resume travel online and offline Magazine. In the face of all walks of life under the folder and kill, focus on content production of the media by the enemy.
But there are still companies that do not give up trying to break through in such a dilemma. They believe that content can be used not only to sell money and advertise, but also to trigger a chain reaction, collect meaningful “data” and develop new business models. This company is Buzzfeed. In December 2017, Jonah Peretti, the founder of Buzzfeed, announced that Buzzfeed will not rely solely on advertising for its rapid growth in the future. E-commerce and video will be their new growth engine. “Data” is the most powerful secret weapon behind them.
Innovation: Content can not only be used for selling and advertising, but also for collecting meaningful “data” and developing new business models.
1. The establishment of product divisions, digging angle e-commerce talent, gold from the content of the next star product
When selling tires, luggage are sold across the contents of the industry, the content industry can not cross it else? The answer is: of course, as long as you have the ability to gold from the data! Buzzfeed, America’s most watched new media, explores new business opportunities from a host of popular content. Today, Buzzfeed is not only an online media, selling trash cans, Trump photo children’s books, there is a smart induction cooker can automatically determine the temperature of the pot!
Many media cross the e-commerce, but in essence shopping guide – and e-commerce brand cooperation earn a commission. But Buzzfeed’s ambition is more than that: the challenge is designing products, making and selling products, and logistics. From 2016, Buzzfeed is hiring Ben Kaufman, founder of Quirky, a startup that helps start-up teams mold their products, to better manage warehouse management, checkout technology, and customer development talent. They believe that Buzzfeed’s responsiveness to content and the ability to create a reader’s self-identity can help them develop physical products.
The newly formed Buzzfeed Product Lab already has 12 employees. On the one hand, they play security cards: selling Buzzfeed-authorized products or buying products from third parties for re-assembly and selling. On the other hand, they started experimenting with the massive content alchemy from Buzzfeed to find the next best-selling physical product.
A child’s book from the Buzzfeed Product Lab funny (yes, you’re right – Buzzfeed is a children’s book) The President and The Big Boy Truck shows: Indeed contains gold, just to see if you can recognize gold.
On March 23, 2017, U.S. President Trump met with a group of civil society representatives of truck companies at the White House. He boarded a large truck prepared by these representatives and took various positions to photograph the media. At Time, CNN, with its smooth and straightforward news coverage, went straight to Buzzfeed and became a storyline of only 33 characters that went viral online. Trump vivid expression so that Internet users crazy, a series of expressions designed with these pictures wrapped in the network crazy pass.
Some netizens petitioned and volunteered volunteer as follows: “Can I make this news into a children’s book? A picture with a certain word must be very good. I did the same thing for other publishers, and I could have Do this when you are empty. “Noting that this message received not only 926 likes, but also top messages, it caught the attention of Buzzfeed publisher Dao Nguyen. Buzzfeed Product Lab immediately collaborates with printers who can print urgent documents and print a book within 1 day ready for sale.
This accurate identification, decision, rapid implementation, so that this article from the birth of a network of physical books, grab the topic and freshness, sold within 5 days 1,500, a charge of 90,000 yuan.
2. Insight into the psychological behind the interaction between the reader and the content, to create a product that can say the reader’s voice
“We can not go beyond Amazon.When people want to buy something, they are going to Amazon for easy shopping, so when other companies want to make a comeback in the eCommerce industry, they have to deliver unique value: it can be a conversation, A perceptual thing, or a differentiated service that allows consumers to communicate their self-identity through the product, which must make people feel so differentiated that they choose not to buy it on Amazon, But buy it with you. “Ben Kaufman, director of Buzzfeed Product Lab, told AdAge that behind their series of nonsense behaviors, they saw the real business opportunities for the community e-commerce community.
This idea is specifically implemented in their first product – Tasty Cookbook. Facts have proved that the gold from the content, is a good business door.
Tasty, Buzzfeed’s recipes-based website, was founded in July 2015 and now has more than 92 million Facebook fan pages and more than 2.3 billion monthly video views. After accumulating enough fan energy, Tasty decided to release his recipe book. However, unlike traditional recipe books, Tasty’s recipe book allows users to choose from 7 themes and print customized recipes book from more than 1,000 online recipes.
Exclusive recipe ideas are not uncommon, the key in Tasty’s customization can be completely hit your heart, but also sent to your home. This has two key points: First, the data, and second, the production line.
Traditional recipe categories tend to differentiate between “starter”, “vegetable”, and “seafood”, but Tasty uses community thinking and large readership data to classify. They think: “Why do people share a recipe? Why would they find approval on this recipe?” Based on this thinking, they created eight categories, including “Sweet Star”, “Junk Food” , “Busy lazy”, “carnivore”, “omnivore”, “banquet host”, “Tasty selection”, and “designated ingredients.” There are also detailed categories under each category, which are also the result of data screening.
After selecting the type you want, Tasty also lets you type a sentence on the first page of the recipe. This recipe book, gifts for personal use appropriate. And on the other end, Buzzfeed comes in touch with the user’s customized order, immediately upload the PDF file of the specified recipe to the printing factory that can receive the exclusive order, and send the recipe book to the user’s door.
Through the data and grasp of the supply chain, and seize the opportunity to launch in the holiday time at the end of 2016, online ordering of Tasty recipes reached 20,000 in the first week and 200,000 in the first half of the year.
Recipe book ran out of big data can not meet the Tasty, the next step, they continue to play cross-border, introduced a smart cooker – Tasty One Top. Tasty One Top is an induction cooker that can automatically determine the temperature of the cookware, with the functions of frying, boiling, frying and frying.
Not surprisingly, Tasty One Top is the fiercest connection to the 1,700 recipes in the Tasty App. Once you’ve selected the recipe you want, Tasty One Top will automatically adjust the amount of food Temperature, and to help you time, to remind you to do the next step. All you have to do is just drop the ingredients and serve them well in the recipe.
Doing the content to run to sell induction cooker, this sounds a little outrageous. But for Buzzfeed, it’s all about “creating something that can be shared and created more by users.” Food and cooking, are the people most like to take pictures, take the kind of film. Tasty One Top solves the troubles of a group of people who do not cook but wants to save money and get the best out of their circle of friends as they use Tasty One Top to take a picture and take pictures.
3. Use the content to create a topic, blacksmith hot products launched within 3 hours
In the eyes of Ben Kaufman, director of Buzzfeed Product Lab, the three most important retail outlets are: curtailment, story-telling, and reach. And all three, Buzzfeed has it all. In terms of reach, Buzzfeed reaches 500 million users a month, more than Walmart; in terms of storytelling, this is the media’s ability to survive; from a curatorial perspective, Buzzfeed has the ability to Large amounts of data interact with the reader, instantly understanding what the online world needs, and the reasons behind the need.
With such confidence, it is no surprise that Buzzfeed has turned a serious news event into a humorous business opportunity.
In January 2017, just one week prior to Trump’s forthcoming presidency, Buzzfeed News (Buzzfeed’s channel for reporting political and social news) exposed a memorandum between Trump’s team and Russia’s related records, provoking Trump’s inauguration The press conference criticized Buzzfeed as “a failing pile of garbage.”
For the U.S. media, Trump’s scolding is equivalent to winning a Medal of Honor (except for pro-Republican media, of course, Fox), but Ben Kaufman’s current first instinct is: “We have to be a trash can! ”
Yes, trash. This limited edition 100 trash can costs $ 49 (about NT $ 1,500) with a flawless red color that holds 3.5 gallons of garbage and a lid that automatically closes. Most importantly, it took Ben Kaufman only three hours to start thinking about business opportunities until the first production system. He knew very well that he would take the trend of Trump’s issue and sell it sooner. When the trash was officially on sale, it sold out within one month.
The abacus, which creates topics from content and extends business opportunities, hit the film industry.
In 2014, Buzzfeed set up an entertainment division to specialize in popular videos that can cause rapid viral spread on the web. In 2016, the department was given a new assignment: From Buzzfeed’s numerous articles, out-of-the-box articles, and videos to digging into the subject matter of being a movie or TV series.
For example, they are working with Warner Brothers, one of the Hollywood studios, to bring the 2015 Buzzfeed correspondent to the big red screen with a Chinese mobile phone hit by a stray cell phone and the Big Big Bang Theory) starring Sheldon actor Jim Parsons come starring.
Not only funny but also serious news: They also intend to work with George Cronney’s production company to bring Buzzfeed’s investigation into the assassination plans of Russian authorities on the big screen. Buzzfeed’s final plan, is to follow Disney’s content development and IP licensing through the development of the film.
Most people think Buzzfeed is a new media company. But now, more people in the industry agree: content is just the facade of Buzzfeed; the data is Buzzfeed’s real signature. From the content, Buzzfeed gathers key data on how users interact with content, evolving into new business models. Ruminating from content, trash bins, recipes, children’s books all the way up and movies right now, the buzzfeed jumps back to a huge data base, perhaps out of a way that traditional media never imagined.