As English Speakers, we are most comfortable with the OG BuzzFeed. But BuzzFeed has so many offshoot channels based on interest, nationality, and identities. But how do these differ from one another?
I’m going to explore 3 BuzzFeed facebook feeds: the OG, BuzzFeed LGBT, and BuzzFeed DE (the German BuzzFeed channel). These are three communities that I can personally connect with and already follow.
Let’s start at the top. The top of the homepage of each of these gives us a bit of insight into their positioning.
It’s classic. Not much going on. Bold Buzzfeed Colors.
It’s vibrant and fun. Quirky but still straight lines
Same Colors as OG (ish. I’ll give them a pass on the spot check color matching misstep).
This has a lot more personality. I’ll admit I don’t get the beer drinking cat, but I dig it. I thought it may be a cultural reference that I didn’t get, but the comment section also didn’t understand.
A couple of things happening here.
New colors! It’s not surprising to see the rainbow colors, because that’s iconically queer.
The positioning here is also different. This isn’t just a fun BuzzFeed this is “News”. They are reporting to us. They are putting a burden on themselves.
The branding here is a little inconsistent between BuzzFeed LGBT and BuzzFeed News LGBT.
The Most Recent Post and All Thereafter
The most recent post is a decent sample of each page. We’ll talk about how it relates to the rest of the content and fits into the general cadence.
BuzzFeed is great at making me hungry. This listicle is actually really good considering it’s a paid BuzzFeed Listicle. It’s the perfect blend of millennial awkwardness, great food pics and (biased) facts.
This is representative of the larger feed in that:
- It’s a listicle. The majority of articles on the feed is either a quiz or a listicle.
- It’s paid. I stopped counting the number of ads that BuzzFeed OG is running when I hit 70, but there were so many more past that. The other two feeds both are not running any ads.
- It’s Recent. The cadence of this feed is a bit scattered but it seems to be that there is a post at least every 30 minutes.
- Content-wise, it is putting forth a certain lifestyle. While its not always a singular consistent persona, BuzzFeed OG loves to try to shape its reader’s experiences and lifestyle.
(For English speakers: It’s a joke where someone asking about your new BF but really it’s just the pizza guy)
Again. With the food. This type of content is pretty rare on the other BuzzFeed Pages. A Screenshot like this is not really going to drive traffic which seems to be a goal for the other pages. It is still enjoyable and on-brand content for BuzzFeed.
The Feed Overall:
- There are several other photos like this on the page. It seems to be a mix of listicles and these photos.
- The audience is still very BuzzFeed, but it reflects some cultural differences between Germany and the US. More of the content is open about sexuality and has different cultural references.
- They seem to post about every 2 hours.
Of the three pages, BuzzFeed LGBT has a huge advantage. Someone may like BuzzFeed and may speak German, but they are queer. They identify with the topic as part of them more than the other two. This is literally just a page full of queer/andro images and I am here for it. I’m not sure, however, that this is “News” that I was promised.
The feed overall:
- The feed overall has the widest range of formats. There are BuzzFeed lists, long-form hard-hitting articles, Short form Tabloid style articles, ect.
- It’s on topic/brand. All of the articles, as one might suspect from the name, are pertinent to the LGBT community. It should go without saying, but not all brands do it well.
- The post frequency seems to be about one piece of content every 2 hours or so, though it should be noted that they take breaks when the US has regular sleep hours, which suggests they are tailoring to the times their audience is online.
BuzzFeed is a huge many-headed company. It’s interesting to see how three very different branches of it can all appeal to a single consumer (me).