Brands Will Now Be Not Allowed To Publish Content On BuzzFeed’s Community Platform!

Mar 17, 2015 | 1,670 views | by Ritu Sharma
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BuzzFeed froze brand publisher accounts for its community publishing platform, bringing an end to unpaid content opportunities for brands, that were using the site for content marketing efforts.

Jim Hanas, the director of audience development for HarperCollins, confirmed that his company did receive a notice. “We were enthusiastic early adopters of the platform in June 2013, and, yes, we received notice from Buzzfeed that their policy was changing, essentially barring brands from publishing in the community,” said Hanas.

According to Hanas, HarperCollins created 72 community posts since its start less than two years ago and had much success on the platform. “We had one post early on that had more than one million views, and we were regularly seeing posts get more than 100K,” said Hanas.

On the BuzzFeed community platform, Harper Collins best post was “17 Problems only Book Lovers Will Understand!”, which generated nearly 1.6 million views till date and was recognized by Huffington Post as one of its “7 Native Content Campaigns that Rocked 2013.

“It also topped the Adweek 2013 Sponsored Content Power Rankings, although it was not sponsored,” said Hanas, “It was completely organic, as the Huffington Post article notes.”

This newly initiated move will push now brands toward the BuzzFeed’s sponsored ad opportunities – forcing them to pay, if they want to win the same engagement levels experienced on the community platform.

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Ritu from PageTraffic is a qualified Google Adwords Professional and Content Head at PageTraffic. She has been the spear head for many successful Search Marketing Campaigns and currently oversees Content Marketing operations of PageTraffic in India.