“Tubular enables us to identify content themes and topics our competitors are using to find success… I don’t think that we would even be doing some of the research we’re doing if it wasn’t for Tubular.”
Head of Data Analytics, BuzzFeed
Key Results
Challenge
BuzzFeed needed to quickly and effectively prove the value of its advertising across multiple platforms.
Action
By having a solution that housed all video data in one place, Tubular enabled BuzzFeed to run more advanced analyses that they previously never had time to do. Through bespoke saved searches on content categories, creators, trends, and competitors, BuzzFeed analysts could quickly gather data and provide the creative with inspired insights.
Result
BuzzFeed was able to create higher quantities of relevant content for their channels which increased average monthly views by over 11%. They also attract advertisers by proving dominance in each vertical.
BuzzFeed, one of the world’s most-watched media companies, made a name for itself by providing news and entertainment content to hundreds of millions of people around the world. Its mission is to produce “the most shareable breaking news, original reporting, entertainment, and video content,” and it does so through multiple social channels under its umbrella with key verticals in beauty, home crafts, travel, and food.
Monitoring views and engagement is crucial to content creation and advertising sales, but it gets complicated at this scale. On top of managing their own content for channels across virtually every social video platform, there are millions of new videos uploaded in these verticals every single day. In the age of social media where trends need to be up-to-the-minute, BuzzFeed needed a way to continuously stay on top of what’s trending.
BuzzFeed needed a solution that would let them effectively evaluate whether and how to change content to address the interests of viewers. And since BuzzFeed has a presence on just about every social platform, they have to keep a pulse on what strategies work best on each, and understand how closely the competition is nipping at its heels.
We met with Darris Lee, Head of Data Analytics and Measurement at BuzzFeed to get an in depth look at how they use social video intelligence to stay relevant and drive growth.
Watch the video:
Companies like BuzzFeed use Tubular to:
- Win branded sponsored content deals by attracting advertisers by proving dominance in each vertical space.
- Benchmark their success against competitors with standardized cross-platform social video metrics.
- Optimize content and channel strategy for effective social video campaigns.
- Streamline content KPI tracking in a simple, cross-platform view.