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What it takes for beauty brands to grab the attention of BuzzFeed, what kind of posts perform best (and when they fall flat), diversity as a priority, the choice to use real people instead of models, a new lifestyle platform, and the journey from social work to BuzzFeed…
Essence Gant, Senior Beauty Editor for BuzzFeed (an Internet media and news company based in New York with a focus on digital media) joins Regina Gwynn, Abby Wallach, and April Franzino in the MouthMedia Network studios powered by Sennheiser.
In this episode:
- Making sure all diverse voices are heard in beauty narrative
- Diversity as a priority from the beginning has been part of success
- Videos a big part of communication—don’t really use models—they use each other
- Real beauty, real people, real talk
- Trying to be funny
- Anything that they really love and lives up the hype—performs well
- Stories vs. tips doing well, products do well, consumer audience
- The journey from social work to buzzfeed
- Launched womens lifestyle platform in March
- “As Is”
- More thoughtful conversation about beauty
- What gets attention with products to cover
- Whats special about brand, sticks out from the rest
- Why BuzzFeed will cover super indie brands
- The impact of giving attention to small brands, and how it can transform their business
- When content falls flat
- Depends on what’s going on in world at moment, timing
- You know beauty when you seeit, finding beauty at Afropunk
- Instagram is pretty, and insane nails from Cardi B’s nail artist
- Why reflection is so important to success
