Recently, Siren Communications attended a breakfast briefing with Gorkana and Luke Lewis, editor of our favourite list-mad, source of procrastination, Buzzfeed UK.
Over 1,000 people RSVP’d to the briefing and attendees joined from all over the UK, speaking volumes about how influential the site is and how important it is becoming in the current media landscape. The UK site, which celebrates its first birthday later this month, currently has over 16 million monthly unique visitors, 70% of which come from Facebook.
Buzzfeed UK readers are primarily from London and slightly skewed toward women. 60% of readers are aged between 18 and 34.
During the briefing, Lewis discussed two main things that work for Buzzfeed UK readers:
- Humour – UK audiences are more like to engage with posts that are funny, compared to US audiences who respond more to emotional and uplifting posts
- Identity – ‘listicles’ which highlight regional or other niche identities do very well in the UK, people share these posts with others in the same group
Easy to read, entertaining articles in the age of the short attention span are bound to be successful, this Buzzfeed has already proved. But what happens when it comes to the evolution of the more serious stories? In the UK, audiences still turn to broadsheets when looking for their politics and hard news fix. Can Buzzfeed UK change this?
In the States, Buzzfeed is recognised as the source for breaking news and political gold. In 2013, we followed the Boston Bomber man-hunt, while currently you can find the latest on the Russian crisis – from many angles. Developing the politics and news beats are the key focus for the Buzzfeed UK team in their second year of business, backed with recent hires of editors from top-level ‘traditional’ publications; we are excited to see what comes next. In the meantime, let’s enjoy Buzzfeed UK’s most popular political post to date: 21 Pictures Of Politicians In Wellies Staring At Floods.
TEAM SIREN’S FIVE FAVOURITE BUZZFEED POSTS:
37 Things You’ll Only Find Funny If You’re British (warning: explicit language)