Dive summary:
- Media agencies Horizon Media and Interpublic Group of Cos.' UM have signed up to learn from BuzzFeed how to create buzz-worthy posts and how to interpret the audience data behind the posts.
- The partnerships are an extension of BuzzFeed's Social Storytelling Program, which aims to teach agencies and people to create content that is as likely to go viral as a BuzzFeed post; at its core, the program is teaching agencies how to advertise on the BuzzFeed site.
- Participants in the program, including these two agencies, are not charged a fee, but BuzzFeed will require minimum budgets from their clients.
From the article:
"UM's deal with the publisher is slightly different. For starters, the program is called BuzzFeed Studio, not Social Storytelling. BuzzFeed will have access to UM's proprietary audience-measurement platform metrics to calculate the effectiveness of branded content. It will also incorporate a live workshop in which a team of agency and BuzzFeed staffers produce content for BuzzFeed in real-time in 24-hour periods."
