We’re all guilty of it. Even if you don’t intend to visit, a cheeky click-bait headline shared by a friend on Facebook drags you into the addictive clutches of the BuzzFeed monster.
It may be known for it’s cute animal posts or the listicles of vegetables that resemble Ryan Gosling but there’s a lot to learn from a site that brings in over 1.3 million unique visitors per day.
There are a few recipes to its success; from the vast amount of relevant fresh content through to the community element that the site promotes. One thing stands out however, and that is its use of mixed interactive content types. No wonder they have a 55% bounce rate and an average time on site of 6 minutes.
Before & After
The concept is simple. Start with an image and let the user control a slider that reveals a new image. We have implemented one below that shows the BuzzFeed site from today. Drag down to reveal what the site looked like in 2006.
There’s nothing I like more than beating my friends in menial topics such as naming tube stations based on their entrances or guessing the herbs from a picture of the plant.
Quizzes are rife on BuzzFeed, but with good reason. In January 2015, quizzes made up 90% of the stories shared on Facebook.
The checklists are similar to a quiz in the fact that it’s shareability comes from our urge to better our peers.
My favourite recently being “How many of these British desserts have you tried?”. My opinion could well be biased due to it being Mary Berry season, but I digress. For the record, i’ve had 38 out of the 54.
How do you decide on the name of a young zebra I hear you ask? A poll, clearly.
A poll may not be as shareable as something with clear results and bragging rights, but if the correct subject is chosen then it can provide material for some interesting follow-up pieces. For example, our recent survey regarding gender in Marketing has lead to this FANTASTIC eBook.
From a technical point of view, a poll requires slightly more work due to needing to retain the votes of the different users, but it’s well worth it.
Click to reveal
The concept is simple. You’re presented with a strapline that usually requires an answer. This is accompanied by an image that resembles my vision first thing on a morning before I have put my contact lenses in. You then click the image and are, more often than not, blown away.
My favourite as of late being this cracking piece on mind-blowing techy statistics. I’m still doubting the accuracy however, as some of the facts are insane.
Not only are interactive pieces incredibly fun to create and engage with, but they bring a plethora of perks to the proverbial table.
- Increased awareness
- Lower bounce rate
- Increase in the average time spent on page
- Increased social engagement
The main concern people have is if this content type appropriate for their company and industry. BuzzFeed may use these technologies to create light-hearted, whimsical content but the scope is huge.
So what about you?