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

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Taking performance cues from east Asian markets

As the ‘Asian century’ becomes ever more prevalent and the Fourth Industrial Revolution gathers speed, marketers are having to surf a tidal wave of creative destruction. The choice is stark: Embrace change, or resign yourself to a Darwinian fate.

Dr Chris Baumann

Associate professor, Macquarie University

Searching for social and marketing data

Many marketers, agencies - and everyone in between - get caught up on bubble references and data points. They’ll use Facebook best practice as the only best practice for Facebook executions and only consider metrics and responses of the one channel they’re expected to deliver on.

Isaac Lai

Connections strategy lead, VMLY&R Sydney

Why Australia needs more leaders

A few weeks ago, our Prime Minister, Scott Morrison took it upon himself to tell companies and their CEOs where to go when it came to societal issues. It wasn’t an organisation’s place to get involved. Instead, he said it should be left to governments to solve societies challenges.

Dan Banyard

Managing director, Edentify

Congratulations! So good to see a business turnaround with a good omni channel email lead strategy.Antanthonyidle.com

Anthony Idle

How Total Tools overhauled its omnichannel marketing

Read more

Well, you can always improve your service. Your customers will appreciate your efforts.

Mike Thompson

Report: Australian customer experience good but not great

Read more

Thanks for sharing! Terracotta Jewellery Online Shopping Ethnic Jewellery Online Shopping

Cotton Sarees Online

How data is driving the customers of a lifetime for BaubleBar

Read more

Informative blog. Xero is a well-known revolutionized accounting software, specifically developed to provide best User Experience and mak...

NavkarConsultancyServices

Xero evolves to fit a changing marketplace

Read more

>Writes article about how to show diversity in an authentic way>All featured opinions are from white women

Jennifer Metcalfe

Food for Thought: How can brands show diversity in an authentic way?

Read more

Latest Podcast

More podcasts

Sign in