Brands must look for emotional connection and shareability, says Buzzfeed

Hernandez says content should fit into one of five categories: inspiration, identity, helpful tips, capturing the moment, and humour

Brands looking for authentic audience and social engagement must produce content that triggers an emotional response then get out of the way of interaction, according to Buzzfeed’s executive director of international strategy.

Speaking at the Mumbrella360 conference in Sydney today, Keith Hernandez said brands should be thinking on a personal or “human" level in order to interact with consumers. As an example, he said Buzzfeed posts fit into one of five categories that all trigger an emotional response: Inspiration, identity, helpful tips, capturing the moment, and humour.

“Capture the zeitgeist,” he said, referring to a post by a collaborative post from ING regarding the recent Federal Budget, and what it means for the Australian public. “Make it a social commentary about sharing with friends and real interaction, so it's not just about the content.”

Hernandez stressed the importance of sharing as the metric of success, and said 75 per cent of Buzzfeed’s website traffic comes from links posted on social media.

But while brands need to be inserting themselves into the conversation, it’s important to know when to step back from the story, he said.

“Nobody wants to be best friends with a brand... so start the conversation, and then leave it alone,” Hernandez said. “Tell a great story and then get out of the way.”

He also noted how brands still don't think big enough when trying to reach social audiences, claiming “social is local and global... the Internet is universal” and that if “publishers are thinking global, brands should too”.

Buzzfeed has begun working with brands to developed custom social videos, with most averaging over a million views. Hernandez said the success is in its shareability.

“If the audience openly acknowledges content as an advertisement or sponsored content but it's funny or interesting enough to share, that's a success,” he claimed. Examples of popular custom videos include Purina's Cats guide to taking care of your human and GE's Are you a visual thinker?

Another avenue brands are taking is via Buzzfeed quizzes, which recently started taking off via social media, said Hernandez. Volkswagon used this to its benefit with a recent What breed of dog are you? quiz campaign where consumers could compare different cars to different dog breeds.

Popular HBO series, Game of Thrones also created a quiz entitled How would you die in Game of Thrones.

The common thread is the human connection, he said.

“Be human,” Hernandez added. “Use the litmus test, and ask yourself: Would I share this with my friends?”

Brands share their content marketing tactics and success

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Read More:

Join the CMO newsletter!

Error: Please check your email address.

Supporting Association

Can't say it better myself.Content marketing definitely peaked this year, mainly because of the updates and algorithms dished out by Goog...

Al Gomez

5 predictions on content marketing trends and strategy in 2015

Read more

Great article and really interesting to hear what Tourism Australia are doing with VR. It's a shame though that there's no mention of the...

Dom Raban

Why virtual reality is opening a new world for customer interaction

Read more

And who will replace all these CMOs? What are the attributes, qualifications, employment histories, age ranges, genders, etc. of the inco...

Mike

IDC: One-quarter of CMOs will be replaced each year to 2018

Read more

I believe that this forecast is on target for 2015. In regards with our website traffic, tablet and smartphone users have so far outnumbe...

Hitesh Parekh

Report: Phablets will represent one-quarter of all smartphone traffic in 2015

Read more

Yeah, they did this before, Mazda and Nissan thrashed the V8's so they changed the rules to keep them out. They took the class system ou...

RJ

V8 Supercars rebrand aimed at attracting new fans to the sport

Read more

Sign in