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…
In this classic prior episode, Essence Gant, former Senior Beauty Editor for BuzzFeed (an Internet media and news company based in New York with a focus on digital media), now Director of Ad Studio at Prose, joined Regina Gwynn, Abby Wallach, and April Franzino to share:
Making sure all diverse voices are heard in beauty narrativeDiversity as a priority from the beginning has been part of successVideos a big part of communication—don’t really use models—they use each otherReal beauty, real people, real talkTrying to be funnyAnything that they really love and lives up the hype—performs wellStories vs. tips doing well, products do well, consumer audienceThe journey from social work to buzzfeedLaunched womens lifestyle platform in March“As Is”More thoughtful conversation about beautyWhat gets attention with products to coverWhats special about brand, sticks out from the restWhy BuzzFeed will cover super indie brandsThe impact of giving attention to small brands, and how it can transform their businessWhen content falls flatDepends on what’s going on in world at moment, timingYou know beauty when you seeit, finding beauty at AfropunkInstagram is pretty, and insane nails from Cardi B’s nail artistWhy reflection is so important to success
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