SXSW: Six Ideas Worth Sharing from BuzzFeed Founder and CEO Jonah Peretti

One of the hottest new media companies today is BuzzFeed, which is built on the pulse of the social web. Through a mix of LOL photos that make you think OMG, and a growing number of serious news scoops, BuzzFeed is rapidly ascending as the go-to curator of must-share content. BuzzFeed Founder and CEO Jonah Peretti led a SXSW session titled, “The Big Power Shift in Media.” Here are six of his ideas worth sharing in the social web.

1. Viral Distribution Is Just As Important As the Idea

The efforts in creating the idea should be similar to the efforts in distributing the resulting content. There should be a 50-50 balance, rather than 95 percent on the idea and 5 percent on the distribution.

2. Publishing is Now a Paris Café

Peretti commented that, at a café, “When you pet the dog, you don’t become stupid.” In other words, someone reading serious news at a café, can also appreciate the light side of content and share cute photos.

3. Think About the Emotional Context of What You’re Sharing

Stay close to what makes us human. There are times when the emotional context of content spurs viral sharing more than others. After the Sandy Hook tragedy, the 26 Moments That Restored Our Faith in Humanity This Year was exactly the type of content that people wanted to see and share in their networks.

4. Capture the Moment

Peretti referenced a photo (a yogurt cup on its side) that captured the essence of a rare, but minor, New York earthquake to highlight the humor of some moments. Just one photo can spread virally if it succinctly expresses the story. 

5. Content is About Identity

People will share content that is reflection of their identity and expresses who they are in a unique way. While sharing niche content might not appeal to the masses, it will have a deeper impact on the relevant audience; thus, generating larger social lift from a smaller number of people. 

6. Humor is Inherently Social

Peretti showed a photo of a printer with a Bob Marley image and text that read, “This printer is now called Bob Marley, because it’s always jammin’.” People love to share funny images and connect with their friends through humor. Find opportunities to share humorous content to drive social lift.