Buzzfeed was able to grow their Latino audience by one simple method: publish content that’s relevant to the reader.
Anyone that has read Buzzfeed knows that each article is tagged with a specific topic and categorized with labels such as “humor,” “serious,” or “wtf.” They cover a variety of subjects in news and entertainment, and although some of the articles are lighthearted, Buzzfeed often publishes serious pieces from the frontline of issues such as immigration, licenses for the undocumented, and human rights violations at detention centers.
In 2014, Buzzfeed published 112 posts under the Latino tag, a dramatic increase from their 15 posts in 2013. This shift has paid off tremendously; Buzzfeed’s Latino audience is now proportionately larger than its white audience.
Interestingly enough, these posts drew audiences beyond their intended targets. Certain news stories which used to be considered niche became some of the biggest stories last year with different audiences, and Buzzfeed was there to “cover the hell out of (them).”
There really is a missed opportunity by mainstream media to consign groups to specialty publications. Online media websites such as Buzzfeed have found success by publishing on social media sites where stories find their own, diverse audiences.
It takes a lot of perspective to pave your own way and not follow the singular module that already exists in media outlets. Perhaps Buzzfeed will inspire other outlets, both digital and print to cover stories that represent a variety of interests without worrying about covering theme-specific issues that are intended for a singular group of readers. Surprisingly, although not considered a serious news outlet, Buzzfeed has been able to reach a diverse group of people while reporting serious news.
This post is also available in: Spanish
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