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BuzzFeed’s Instagram feed is one of the more extreme examples of this strategy. Their posts have little chance of immediately sending traffic back to BuzzFeed and typically look like this: This post isn’t going to directly send traffic to BuzzFeed anytime soon, but it is going to engage users. In this sense, Instagram is basically a branding platform for BuzzFeed. It puts the BuzzFeed name next to engaging content for millions of users and almost certainly increases the effectiveness of BuzzFeed’s marketing efforts elsewhere.


This doesn’t mean BuzzFeed has stopped using social to send traffic back to free australian email leads their site. In fact, almost all of their Twitter posts are click-baity listicles: But the common thread is that BuzzFeed doesn’t try to enforce its own goals on the channel. If Snapchat or Facebook or YouTube users want to mostly consume native content directly on those platforms without leaving their feed, then that’s where BuzzFeed will reach them. One of the obvious takeaways from all this is to tailor your content to the channel.



death. A more interesting takeaway is using these channels as branding channels rather than conversion channels. There’s nothing wrong with exclusively posting engaging content that doesn’t relate to your product. You see the Buzzfeed name every time you interact with a Buzzfeed social post. It comes up in notifications from Instagram or Facebook or Twitter or SnapChat. You see it in the feeds you spend your time in everyday.