📱 How BuzzFeed Built a Content Empire

BuzzFeed—whether you’ve chuckled at a quiz telling you which Disney princess you are or read an investigative exposé—has likely crossed your path.

Since its founding in 2006 by Jonah Peretti, BuzzFeed has:

• Grown into a global media giant.

• Attracted over 7B views across its platforms monthly.

• Popularized an entirely new form of digital content.

But how did BuzzFeed carve out its niche, weather failures, and still keep us hooked?

Today, we’re diving into how BuzzFeed became synonymous with viral content and what lessons we can learn from their journey.

Here’s what we got for ya:

• 📝 The Quiz Phenomenon

• 💡 Redefine Your Niche

• 🚧 Fail Forward, Learn Fast

Read Time: 4 min 27 sec

📝 The Quiz Phenomenon

BuzzFeed quizzes are the stuff of internet legend. 

Whether you’re taking “Which Avenger Matches Your Personality?” or “What’s Your Pizza Order Based on Your Zodiac Sign?” or one of BuzzFeed's weirdest quizzes these quizzes have become a cultural staple. 

But their ubiquity isn’t an accident—it’s the result of BuzzFeed’s deep understanding of user psychology and behavior.

At their core, quizzes offer something irresistible: a personalized experience. 

People love self-discovery, and BuzzFeed mastered the art of creating interactive content that feels both intimate and fun. 

The quizzes are lightweight yet emotionally engaging, designed to elicit “aha” moments. Even better, they’re inherently shareable, with results that users proudly post on social media, driving organic traffic back to the site.

BuzzFeed’s success with quizzes was also powered by rigorous testing and optimization. Headlines, visuals, and questions were all analyzed to ensure maximum engagement. 

It wasn’t just about creating content; it was about creating content that clicked—both literally and figuratively.

This formula proved so successful that it became synonymous with BuzzFeed’s identity. Quizzes not only boosted traffic but also helped build a loyal audience, with many returning to see what new quiz would reveal another piece of their personality.

More on this: 

• How quizzes can boost content

Stay up-to-date with AI

The Rundown is the most trusted AI newsletter in the world, with 800,000+ readers and exclusive interviews with AI leaders like Mark Zuckerberg.

Their expert research team spends all day learning what’s new in AI and talking with industry experts, then distills the most important developments into one free email every morning.

Plus, complete the quiz after signing up and they’ll recommend the best AI tools, guides, and courses – tailored to your needs.

Sign up to start learning.

📹 Redefine Your Niche

BuzzFeed didn’t stop at quizzes. It became a pioneer in viral content, recognizing early on that internet culture thrives on relatability, humor, and brevity. 

From listicles like “24 Dogs Who Understand The Struggle” to niche video series, BuzzFeed shaped trends instead of just following them.

A defining moment in BuzzFeed’s trajectory was the launch of its video arm. Platforms like BuzzFeed Tasty—featuring quick, mesmerizing cooking tutorials—revolutionized how recipes were shared online. 

These videos weren’t just informative; they were designed to grab attention in the first three seconds and hold it.

Beyond Tasty, BuzzFeed launched shows like Worth It, where hosts compared products at vastly different price points, and BuzzFeed Unsolved, which delved into mysteries and true crime. 

These series tapped into niche audiences, creating communities of engaged fans.

However, the pivot to video wasn’t without risks. While some ventures thrived, others faltered, particularly as algorithm changes on platforms like Facebook impacted visibility. 

Video production was also resource-intensive, making it a gamble that didn’t always pay off. Still, BuzzFeed’s willingness to experiment kept it ahead of competitors, setting the standard for viral video content.

📰 Fail Forward, Learn Fast

In a bold move, BuzzFeed launched a news division in 2012, surprising skeptics who associated the brand with quizzes and listicles. 

BuzzFeed News took on hard-hitting topics, breaking major stories and earning respect in journalistic circles. Its investigative reporting even won a Pulitzer Prize in 2021, proving that BuzzFeed could do more than entertain.

Yet, the venture struggled financially. Serious journalism is expensive, and it didn’t align seamlessly with BuzzFeed’s playful, shareable DNA. 

While BuzzFeed News brought prestige, it didn’t bring the traffic or revenue needed to sustain its operations.

By 2023, BuzzFeed made the tough decision to shut down its news division. The move highlighted the difficulty of balancing brand alignment with diversification. 

BuzzFeed’s decision to end BuzzFeed News exposed the challenges of sustaining serious journalism in a digital landscape driven by clicks and shares.

Despite this setback, BuzzFeed’s foray into news left a lasting mark, demonstrating that even companies known for lighthearted content can push boundaries and experiment with new formats.