BuzzFeed targets DIY with Nifty, a platform-focused video brand
On the heels of a successful cooking vertical, BuzzFeed has launched another social-centric brand, Nifty, for DIYers. Nifty launched with a Facebook page on March 10, and in three weeks, already has nearly 4 million likes. Its Facebook page describes it as “Money-saving hacks and DIYs for upgrading your home and life that will have you saying, ‘Why didn’t I think of that?’”
With Nifty, BuzzFeed seems to be trying to replicate the growth of its Facebook-only cooking channel Tasty, which has blown up thanks to its made-for-social videos. Since it launched in July, Tasty’s Facebook page has amassed nearly 48 million Facebook likes and was the No. 1 video creator on the platform in December with 1 billion views on its instructional videos for comfort food like pizza bread boat and mini chicken pot pies, according to Tubular Labs.
Like Tasty, Nifty is centered around the short-form video format that Facebook has been prioritizing in people’s news feeds. The Nifty videos are instructional and have no sound but there’s the occasional text overlay, which makes sense because Facebook video is muted by default. It remains to be seen if DIY videos can match food’s appeal, but Nifty can always benefit from BuzzFeed’s enormous overall social reach to get promotion.
Already, some of Nifty’s videos are getting views comparable to those of Tasty, like this 50-second clip on how to make a cat tent, which had 27 million views in four days:
DIY Cat TentSee full written instructions here: http://bzfd.it/1RFC2VgFeaturing: Riceball, the cutest cat on earth
Posted by Nifty on Tuesday, March 29, 2016
Focusing on socially distributed content fits with the business model at BuzzFeed, which is less concerned with driving people back to its own site. The concern with building a brand on Facebook, of course, is that Facebook can at any time decide to change its formula for what content it surfaces, causing a publisher’s content to lose exposure. Last year, traffic to top Facebook publishers plunged 32 percent after an algorithm tweak. What Facebook giveth, it can taketh away.
A BuzzFeed rep said Nifty fits the publisher’s strategy of applying editorial know-how to the video side, based on audience interest in its DIY content.
Tasty, and now Nifty, represent somewhat of a departure from BuzzFeed’s past approach to growth. Until recently, BuzzFeed has amassed a huge audience by stretching its umbrella brand to new editorial content verticals like news, health and business.
BuzzFeed already has food and DIY sections under its BuzzFeed Life vertical, but the branding for Nifty and Tasty is deliberately stronger.
“We consider Tasty and Nifty to be franchises and know, for example, that some people who are obsessed with Tasty may not know it’s BuzzFeed — and that’s totally cool by us!” a rep said.
Other publishers, such as Vox Media and Bustle, have taken the view that the individual brand model is the best way to differentiate and bring authority to a new brand, especially at a time when so much of editorial content is consumed across social platforms and not on the publisher’s own site.
Cheat Sheet: Google unveils timeline for a more ‘responsible’ cookie death clock
Google elaborated on its timeline for killing off third-party cookies as part of its promises to the UK's antitrust authority.
How news publishers are using the Olympics and AR to flex their emerging tech storytelling
Big publishers like The Washington Post and USA Today are developing and expanding AR storytelling around the Olympic Games.
‘Weak Sauce’: New industry tool for opt-out from email-based tracking misses ID tech and key players like Facebook and Liveramp
The Network Advertising Initiative's new privacy control is intended to stop email-based audience matching — often referred to as onboarding.
SponsoredHow the ad industry can use its borrowed time to future-proof first-party data solutions
Trent Lloyd, co-founder and head of brand solutions, Eyeota Google’s updated timeline for its Privacy Sandbox rollout, including its two-year delay of third-party cookie deprecation on Chrome, didn’t come as a surprise to many industry observers, given the limited utility of Google’s FLoC and the slow momentum of the Privacy Sandbox in the World Wide […]
Member ExclusiveMedia Briefing: Publishers’ programmatic ad businesses have rebounded to pre-pandemic levels
This week's Media Briefing looks at how the pandemic and the cookie's eventual demise have created the conditions for the programmatic ad market that publishers have been pushing for, with a shift to private buying coinciding with prices pushing past pre-pandemic levels.
‘They will need to use multiple routes’: Shifts appear in the publisher-SSP union, as alternative identifiers proliferate
As the ad tech industry rewires itself around the contours of privacy, supply-side platforms are reinventing themselves (again).