BuzzFeed, a social news and entertainment company that creates content designed for sharing, wanted to accelerate and amplify discovery with its branded advertiser content.
BuzzFeed started using StumbleUpon in 2007 because it understood that seeding branded content to influential audiences would dramatically accelerate its spread across the web. BuzzFeed partnered with StumbleUpon Advertising to distribute branded content, as soon as it was published, to an audience of socially active Millennials eager to discover something new. With so many different verticals, BuzzFeed found that StumbleUpon’s 500+ interests allowed them to reach the right audience with the right content by targeting popular interests such as: Humor, Bizarre-Oddities, Music, Movies, and Food.
“StumbleUpon has been a consistent driver of views to BuzzFeed content to the point where it is a top social referrer of traffic. We seek to leverage platforms that drive social and earned engagement which StumbleUpon’s metrics provide.” – Ken Blom Director of Social Discovery
Shareable content coupled with StumbleUpon’s content distribution platform yielded amazing results. BuzzFeed pages resonated extremely well with StumbleUpon users, resulting in a high approval score of 82%, exceeding benchmarks by 30%. On average, visitors spent 1:20 with BuzzFeed content, exceeding benchmarks by 2.7x. Most importantly, BuzzFeed gained significant returns from StumbleUpon with earned media exceeding paid media by 2x; nearly 70% of campaign visits from StumbleUpon were free.
“StumbleUpon has a Darwinian system that allows good content to flourish based on users interactions. By observing the content that performs best, we learn how aspects of our content can be refined to perform on the platform.” – Brian Seaman Social Discovery Strategist