No buzz for Buzzfeed
Sometimes much-hyped Buzzfeed just doesn’t measure up. A new Top 25 publishers list based on social affinity includes the venerable likes of The Economist, The Guardian, Vogue and The Financial Times, but Buzzfeed is nowhere to be seen. The results demonstrate the difference between ‘social velocity’ and ‘social affinity’ where many publications with a high volume of online users still lack a personal relationship with their readers, says Intent HQ, which carried out the survey.
For the record, social velocity measures the number of times and the pace at which a story is ‘liked’ on Facebook or shared on Twitter. Social affinity is a measure of the sharing and referencing activity of people across many billions of instances.
And BuzzFeed, known for its mobile-friendly, shareable content doesn’t cut on affinity.
“To-date online publisher metrics have focused on impressions and visitor accounts, but this is like measuring the number of people who go through your store without buying anything,” says Jonathan Lakin, CEO of Intent HQ. “It does very little to measure the strength of a relationship”.
Still, Buzzfeed likes to talk the talk. The outfit’s founder and CEO Jonah Peretti says other publications attempting to copy its format just aren’t cutting it. He tells The Drum that they simply end up producing “second-rate BuzzFeed content”, as if such a thing were possible.
He adds that “there is more competition to make the definitive collection of cute kittens than there is most journalism”.