“It’s just like incredible to hire someone and say ‘your job is growth,’ and then you look, and she just like knocked it out of the park,” BuzzFeed co-founder and CEO Jonah Peretti said to Inc last year when it was doing a feature story on Dao Nguyen, the head of data and growth at BuzzFeed. “Since she’s joined, we’ve had this tremendous and unprecedented run of growth.”
Last year Dao was promoted to the newly created job of a publisher of the fast-growing digital media startup. Definitely the secret weapon of BuzzFeed that quintupled the portal’s traffic in last two years had to have a packed room for her talk - “The Art and Science of Shareability” at the South by Southwest SXSW 2015.
Dao’s talk was the third talk at the opening day of SXSW 2015 - the very famous film, interactive, and music festivals and conferences that take place early each year in Austin, Texas, United States.
The room was packed even before she took the stage.
Packed house for @daozers #shareable session at #SXSW pic.twitter.com/4oiDiP33gw
— Trevor Knoblich (@MobileTrevor) March 13, 2022
First #sxsw session, 3rd choice and standing room only. #shareable w/@buzzfeed pic.twitter.com/Uu3ydcT8XM
— Melissa Carrier (@Jemstaa) March 13, 2022
Now: The Art and Science of Shareability w/ @BuzzFeed #SXSW http://t.co/4fLAFhA9v1 #Shareable pic.twitter.com/lZmedsb1Fk — Christian Betancourt (@cbetancourtPR) March 13, 2022
Dao started her talk by asking a very important question - “Who saw gold and white?” In fact the majority of Facebook users did saw The Dress as white and gold; a debate that took Internet by storm and BuzzFeed won the race.
[email protected] kicks off her #shareable talk: if you saw blue and black, you can leave — alexandra locke (@locke) March 13, 2022
@buzzfeed‘s doyenne @daozers mentions @catesish of #TheDress by name: most #shareable ever #SXSW pic.twitter.com/Ok20iveYXM — Lynne LaCascia (@lynnelac) March 13, 2022
Buzzfeed surpassed one billion monthly video views
[email protected] has surpassed 1 BILLION monthly video views. Wow! #shareable SXSW — Charo Henriquez (@charohenriquez) March 13, 2022
My goodness. @BuzzFeed video views have grown by 11X since 2013. [email protected] #Shareable pic.twitter.com/lFl0ubGxPv — Brad Gerick (@Gerick) March 13, 2022
Five tips on how to make content shareable
5 tips from @buzzfeed on how make content more #shareable pic.twitter.com/ohvJFbSTIM — RachelEmmaSilverman (@itsrachelemma) March 13, 2022
Why people share? Because content is timely, identity, emotion, conversation, aspirational, relatable and global #shareable — Patricia Marinho (@patriciamarinho) March 13, 2022
Buzzfeed makes content for the 10%. People share compelling content that shows their identity more than generic content #shareable #SXSW — Blue Rubicon Digital (@BlueRubiconDigi) March 13, 2022
BuzzFeed has seen an increase in sharing serious news as platform has matured. #SXSW #shareable @daozers — Trevor Knoblich (@MobileTrevor) March 13, 2022
You can trick people into clicking things, but you can’t trick them into sharing. There’s an art to it. #shareable #SXSW — Charo Henriquez (@charohenriquez) March 13, 2022
Algorithms! #shareable @daozers at SXSW pic.twitter.com/JTqnHbKPkf — Ashley McCollum (@McCollumAshley) March 13, 2022
Mobile and breaking the myth on data science
“Editors spend all day looking at laptops on big screens. So how do you get editors thinking about mobile when they publish?” #shareable — Ashley McCollum (@McCollumAshley) March 13, 2022
Users that share spend 68% more time on page (desktop) 80% more time on page (mobile)- @daozers #shareable #sxswi pic.twitter.com/t5r6HkJ9U4 — Cyna Alderman (@CynaAlderman) March 13, 2022
“There is a myth that data science tells edit what to do. Let me dispel that myth. They think of those crazy ideas on their own.” #shareable — Ashley McCollum (@McCollumAshley) March 13, 2022
“All the technology & data science I talked about also benefits our advertisers bc we create sponsored posts on our platform.” #shareable — Ashley McCollum (@McCollumAshley) March 13, 2022
Buzzfeed measures shareability through social lift. White/gold dress post had 12x social lift #shareable #SXSW2015 pic.twitter.com/sWIo8EcmJy
— Blue Rubicon Digital (@BlueRubiconDigi) March 13, 2022
Women share more, focused videos do much better on Facebook
Identity focused vids do much better on FB, while informational vids perform better on YT. #shareable #sxswi pic.twitter.com/88bgxIJaXR — Lesley Robin (@lesleyrobin) March 13, 2022
Women share 4x as much as men #tbwasxsw #shareable — Renata dAvila (@Re_dAvila) March 13, 2022
Pinterest is the second largest social referer for BuzzFeed
Pinterest is @BuzzFeed‘s second largest social referrer. I rarely even consider the channel. #shareable #sxswi pic.twitter.com/QH1eiyjDwx — Scott Lee Youngblood (@youn96lood) March 13, 2022
Pinterest optimized BuzzFeed #shareable pic.twitter.com/FacWojdeKm
— Ashley McCollum (@McCollumAshley) March 13, 2022
Looks like Dao had fun during her 30 minute talk.
Thanks everyone who came to my #shareable talk! It was super fun for me and I hope it was great for you too. #SXSW2015 — Dao Nguyen (@daozers) March 13, 2022
Follow the hashtag #SXSW for more updates from the event and if you want to know more about the talks happening over the next few days click on SXSW schedule.
Image credit: Twitter