Bruised, BuzzFeed is going back to where it all began by doubling down on making viral content designed for social media.
users worldwide, is a walled garden, making it near impossible for anyone to lure eyeballs away from it. The new social web increasingly followed this model of trapping eyeballs, pushing both digital-native and traditional publishers to the fringe. In response, many legacy publishers locked themselves behind paywalls. But BuzzFeed—and many other digital publishers reliant on social media platforms—did not.to video, this time its short-form Reels feature, a direct competitor to TikTok.
the money it was giving to its partner news organizations whose work appeared in a designated News tab on Facebook.for its reporting on China’s mass detention of Uyghurs. Now the team responsible for that, along with some 180 colleagues across the company, have been laid off. Peretti said he had chosen to “overinvest” in BuzzFeed News because he “loved their work,” but it’s become increasingly clear that the platforms did not.
“For digital media organizations, there was no choice about whether to tie their whole business model to these platforms,” says Radsch. “The platforms are just where the audience is.” Now, after pivots upon pivots, somehow things are back to where they started.
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