The top 10 examples of BuzzFeed doing native advertising

The news and entertainment company BuzzFeed has founded a media empire on revenues from promoted posts. We take a look at ten of the best.

An August leak, that Gawker managed to get its hands on, revealed that BuzzFeed is booming with an increase in revenue from $4 million in 2011 to $64 million in 2013 to $46 million in the first six months of 2015.

BuzzFeed feasts on a business model that relies on native advertising. The website has deselected any use of banner or display advertising in favour of promoted posts, stories told on behalf of so-called Brand Publishers.

In its own way, BuzzFeed has pioneered native advertising. While many media companies struggle to survive, BuzzFeed is prospering by means of sponsored content.

So, in the spirit of BuzzFeed, let’s take a look at some of that sponsored content by making a list! Here are our top ten examples of BuzzFeed’s native advertising:

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10. 9 Things That Have Changed In The Last 20 Years

Native advertising boy bands

Brand: Motorola          Published: April 1st 2014

Aaaah yes time flies. So does this promoted post by Motorola. Extremely simplistic and edible, you can digest this article in no time while musing the visual evidence that some things have changed A LOT over the past 20 years. Including the appearance of boy bands.

Very much in line with BuzzFeed’s standard editorial content, 9 Things That Have Changed In The Last 20 Years includes obvious but harmless product placement on behalf of the sponsor. Harmless in the sense that it doesn’t work as a detriment to the entertainment value of the content, but fits in rather nicely.

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9. Sunbathing: Expectation Vs. Reality

Native advertising sunbathing

Brand: Cancer Research UK          Published: June 4th 2015

This is a nice example of a charity employing native advertising. More importantly, at the least in a broader sense, it is also 11 humorous reminders of the illusion that is sunbathing.

The brand is omnipresent, but in this case it doesn’t matter as the brand itself is more or less unobjectionable. When you’re Cancer Research UK, you don’t have to make people like you, you just have to make people remember your message.

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8. 13 Things You’ll Miss Most From Your Twenties

Native advertising 20s

Brand: TV Land          Published: March 16th 2015 

TV Land’s comedy-drama Younger takes us on a rendezvous through the wonders of being in your twenties. The list includes “Constantly living on the edge, financially. AKA blowing your paycheck on all of the shoes” and “Being able to stay out ’til 2 a.m. on a weeknight and then being able to function at work the next day…”.

Whether or not you can relate to these perceptions, this piece has all the characteristics of a BuzzFeed listicle. And the brand message is subtle and doesn’t impose itself into the content.

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7. Which Donut Are You?

Donut native advertising

Brand: Dunkin’ Donuts          Published: June 1st 2014 

This one is so incredibly stupid, but it’s also kinda great because BuzzFeed and Dunkin’ Donuts recognize the stupidity and make a joke out of it. The subheading reads You HAVE to know, which must be an admission that there is absolutely no reason why you would want or should know what kind of donut you are.

Self-deprecation is a great way to approach native advertising. It undermines the kind of uncomfortable self-importance that might occur, when brands make content about themselves. So good job, Dunkin’.

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Related: The New York Times makes some of the best native advertising, and here is why

6. 10 Feelings All NYC Girls Have At Least Once

NYC Girls native advertising

Brand: HBO          Published: January 6th 2014

In promotion of comedy-drama Girls, HBO and BuzzFeed made a listicle of signature moments for women living in New York City. Includes: “Extraordinary anger when your friend tells you her job pays for her MetroCard” and “Unbelievable disdain for girls who go to clubs in the winter in bandage dresses, stacked heels, and no tights”. The post concludes: “Undeniable acceptance that your life is an episode of Girls”.

I’m not sure that I like the actual wording in this piece, but I think I like the premise. Everybody wants to know if they can relate to the experiences of a girl living in New York. At the least, some people want to know if the article identifies the right experiences. Anyway, a lot of interests are at stake here. That’s good for traffic!

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5. 15 Bands That Probably Wouldn’t Exist Without Led Zeppelin 

Spotify native advertising

Brand: Spotify          Published: December 30th 2013

Would Queens Of The Stone Age, Jack White, Radiohead and Tame Impala be here today were it not for Led Zeppelin? The answer is no according to this listicle promoted by Spotify.

This is one of those subjects that work well when people are intoxicated. There is no way of making a sound argument, but the discussion itself is all worth it. The headline dares any rock fan to become infuriated with how wrong the selections are, which is great. And very unnoticeably, Spotify gets to mention some of the music you can listen to through its streaming service. Shrewd.

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Download our free ebook How to do native advertising: 25 world class examples and learn more about BuzzFeed’s native advertising as well as other industry leaders

4. 19 Mindblowing Historical Doppelgangers

Doppelgangers native advertising

Brand: Virgin Mobile          Published: January 9th 2013 

Roman Emperor Alexander Severus looks like Eminem. Some guy from 1860 looks like Nicolas Cage. Phillip IV looks like Mark Zuckerberg. In conclusion: This is good fun.

Part of what makes BuzzFeed so popular is the ability to come up with ideas like this. And apparently that ability translates to promoted content as well. Interestingly, it’s quite difficult to find the correlation between brand and subject that we have come to expect from native advertising. There is no product placement or any other reference to Virgin Mobile. In this case, the brand value seems to rely solely on association. Ergo, the brand that sponsors something cool is cool.

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3. Places That Look Not Normal, But Are Actually Real

Real places native advertising

Brand: MINI USA          Published: October 17th 2012

“We tip our hats to those who see things differently”. With those words, car company MINI USA takes the viewer on a picturesque ride through places and locations that look, well, unreal but are real.

The thinking here, presumably, is that MINI represents a different type of car so there is a connection between the brand and different type of places. Whether that connection is vague or not, the idea is to showcase stunning photographs, something that almost always works well. The simplicity is applaudable.

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2. 11 Jokes Only “Call Of Duty” Fans Will Get

Call of Duty native advertising

Brand: Call Of Duty: Advanced Warfare          Published: October 31st 2013

Do I get the joke? Absolutely not. And that is what’s so great about this promoted post. There is an element of exclusivity to it. You need to be a Call Of Duty fan to get it. A sense of community is established for those who are privileged enough to be part of it.

It’s a great example of a promoted post with a clearly defined target audience. Conceptually, “X Jokes Only X Fans Will Get” is something that all brands can imitate. Solid work.

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1. 15 Things We Did At School That Future Students Will Never Understand

Write on chalkboard native advertising

Brand: Intel          Published: August 11th 2014

Funny. Intelligent. Fascinating. Shareable. Man oh man, this piece of native advetising has got it all. Including a natural crossover between brand and subject.

There is nothing much to add. If you can make a great piece of content and simultaneously remind people of your products, that is brilliant. Good job, Intel. Good job, BuzzFeed.

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You can read more about BuzzFeed’s native advertising in our brand new(and free) ebook, How to do native advertising: 25 world class examples. You can download the ebook right here 

2 Responses

  1. Great post Anders. I am surprised by looking the end of post. I was not expecting zero comments to such a great post. I love the way you go into details by giving examples. I was going to write on the similar topic. This post has been a great help to me. Thanks for your time to write these helpful words.

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