BuzzFeed is a digital media powerhouse that brought in over 57 billion video views on Facebook and over 7 billion views on YouTube last year. The news and entertainment company continues to expand and includes several different channels, such as Buzzfeed News and Tasty, the world’s largest social food network that is partnering with Walmart to create kitchen products.
So what does BuzzFeed do to be so successful with video? How does it capture the attention of their audiences? Read on to discover how real estate agents can follow in BuzzFeed’s footsteps and replicate their video strategy.
1. Make content identifiable
All of BuzzFeed’s video content is identifiable and highly relevant. Former BuzzFeed VP of Agency Strategy, Jonathan Perelman, said that the secret is the company’s “communication-over-entertainment” model.
All of the content invokes a response from its viewers, and BuzzFeed categorizes it into three possible responses:
- Identity: Videos that are shared because viewers see themselves in the content and want to share their personality.
- Emotional: Videos that are cute puppy or funny joke compilations; these videos are shared to give a smile or laugh to followers.
- Information: Videos that offer content to followers to inform them of things such as current events or history.
Real estate agents should consider viewers’ identities, play into followers’ personalities, and create video content that viewers can identify with when watching.
Agents should visualize their videos as communication tools, not content fillers. Think about customer pain points, and address those pain points in video content so that audiences can identify with the video.
2. Take a multiplatform approach
BuzzFeed remains successful and relevant by inundating social media. Besides its website and YouTube channel, BuzzFeed posts content to Facebook, Snapchat, Twitter and Instagram.
While a lot of the video content is cross-promoted throughout the channels, the company is a master at creating unique content for each platform.
Agents should be familiar with social media networks and create relevant videos for each platform.
In addition to a familiarity with networks, agents should replicate BuzzFeed’s strategy of uploading videos natively onto platforms. Native videos unlock features and potential not available to YouTube linked content.
According to a 2017 quintly study (that has been updated since), native Facebook videos had an average of 477 percent higher share rate than YouTube videos, and Facebook native videos received an average of 530 percent more comments than YouTube.
A great way to take advantage of unique content is by utilizing Snapchat, Facebook and Instagram’s story feature. The feature allows viewers to get a behind-the-scenes look as well as other exclusive content. It is crucial for agents to post video content to each social platform, in addition to their website.
3. Engage YouTube playlists
Playlists allow YouTube users to collect, organize and publish videos together. The BuzzFeed Video channel on YouTube has playlists with more than 17 million followers at the time this article published, and BuzzFeed also has a Tasty channel on YouTube.
Playlists increase watch time and give leverage in search results in the suggested video columns on YouTube. Real estate agents can create video playlists with their own videos, other creators’ videos or a combination of both.
Agents should consider grouping each video type in a playlist.
For example, they can organize all of their open house videos together in one playlist. This feature not only creates ease of access for subscribers, but it also connects other viewers to the playlist through search results or suggested videos.
4. Think like BuzzFeed’s Tasty
Tasty is BuzzFeed’s social food network, and it’s known for its short cooking recipe videos. With over 20 million followers on Instagram alone, the video recipe platform uses authenticity and originality to succeed with its content.
Tasty strays away from overused buzzwords and keeps their videos (and video titles) simple and appealing.
According to Joseph Kimble in “Writing for Dollars, Writing to Please: The Case for Plain Language in Business, Government, and Law,” 84 percent of customers are more trusting of messaging that’s free of jargon.
Agents’ messages should be quick and to the point to avoid confusing any viewers. Beware of overused buzzwords or jargon as well.
Agents should take the originality and simplicity of Tasty’s visually appealing videos into account as they create their own content. Label videos with the city and buyer/seller information instead of overthinking video titles.
Popular video content does not need to be fancy; it simply needs to address viewer’s concerns and questions.
Video plus real estate equals a winning combination
Social video is on the rise in the real estate world. In fact, 86 percent of homeshoppers say they use video to learn more about a specific community.
Agents can learn from BuzzFeed’s identifiable, shareable strategy to increase engagement and return on their video content. Agents who invest in social video content will reap the rewards.
As a news and entertainment giant, BuzzFeed’s lessons will help agents build a strong base and surge their business.
Adrian Fisher is the CEO of PropertySimple. Connect with him on LinkedIn or Facebook.