Producing For an International Audience

Renée Madill - Buzzfeed
Jake Macfarlane's picture Jake Macfarlane 2 years 5 months ago
12
0

While I was doing my research regarding the reasons for success at the global

level for many online and televised programs, many similar patterns were found. These

patterns included simplifying the content, as in shortening the length of the program,

using auditory, visual, and kinesthetic elements, and using "one-worders" or very short,

emphatic sentences. One very well-known digital media company that creates content

for a global audience is BuzzFeed.com. From its website, the "global, cross-platform

network includes our site and mobile apps, Facebook, Snapchat, YouTube, and many

other digital platforms". Of course, those three social media platforms attract the biggest

international audience of all time, but this analysis rather, is going to focus on the content

as opposed to the platform, and understand why BuzzFeed.com has become incredibly

successful and specifically what is included in their content to make it internationally

effective.

 

From its website alone, it is clear that BuzzFeed.com prides itself on being so

innovative on the global scale, and having the ability to attract such a broad geographical

and cultural audience. Here is a quote directly from BuzzFeed.com: "Our news and

entertainment divisions serve a next generation, highly engaged audience that consumes

video content across platforms, on mobile, and has an expectation that media will be

relevant and connected to their lives, easily shareable, and globally accessible". To go

along with this statement, its content has so many categories, including recipes, quizzes,

lists, DIY crafts and hacks, and award-winning news investigations. Of these categories,

anyone could choose a favourite, and if they can't, it's easy to get deep into some Top 10

lists, or quizzes, such as "What Kind of Pizza Are You?" or, "If You Were a Colour,

What Would It Be?" Here is a list of all the categories that BuzzFeed.com creates content

under additionally from the main categories mentioned above.

 

A specific part of BuzzFeed.com that's content works specifically for an

international audience is Tasty. Tasty is a part of BuzzFeed.com that focuses on short,

easy, and creative recipes. It exists in many different countries and in many different

languages. The reason why it works for a global audience is first, because of its

efficiency in digesting a recipe in less than two minutes, and second, because anyone can

understand it by simply watching it. The shooting is also simplified, with a consistency

in using a bird's-eye-view shot for maximal ease in viewing in all recipe videos. Anyone

from almost any age, culture, region, class, schedule, ect could understand a recipe from

Tasty because of these elements that work for international content.

Two viral memes that were originated at BuzzFeed.com were the exploding

watermelon and The Dress. According to Facebook at the time in 2016, the exploding

watermelons had more people watch it at the same time than any other live video, with

807,000 viewers at its peak. Of course, a necessary factor of online content going viral is

attracting large number of people in a short length of time, which is much more likely to

happen on a global scale. Memes are a great example of online content that attracts a

global audience, which happens because of its ease in digestibility, short amount of time

needed for interaction, and simplification of content.

Links:

* Homepage: www.BuzzFeed.com

* The Dress: https://www.buzzfeed.com/catesish/help-am-i-going-insane-its-
definitely-blue?utm_term=.ovYLQnLdx#.ofGezqeVK

* Exploding Watermelon: https://www.buzzfeed.com/tasneemnashrulla/we-blew-
up-a-watermelon-and-everyone-lost-their-freaking-
min?utm_term=.ifzg8Eg13#.laz2PG2Wp

* Tasty: https://www.buzzfeed.com/tasty