BuzzFeed sees the rise of the individual as a new trend that should drive marketing because more and more millennials are striving to be recognized for more than whatever consumer category they happen to fall into.
Edwin Wong, BuzzFeed’s vp and head of insights and analytics, led a team that surveyed 1,000 people aged 18 to 49, studied millions of BuzzFeed content consumers and spent time with 17 millennials in five markets. What his team found is that most millennials and BuzzFeed readers consider sharing a piece of content as though they’re sharing a piece of themselves.
Because the content they choose to share is meaningful, people have become more picky with what they share.
