BuzzFeed的下个大动作：长视频

    BuzzFeed公司获得5000万美元新融资的消息本周一抢占了很多版面，但很多人可能未曾注意，这家550人的公司已于日前进行了重组。重组后的BuzzFeed由网页内容、视频内容、品牌内容和分散内容四个独立的业务部门组成。

    四个部门中，最强大的是它的视频业务部门，它的新名字叫做BuzzFeed动画公司（BuzzFeed Motion Pictures）——你从中也可看出它的扩张野心。BuzzFeed是美国知名的新闻聚合网站，最为人所知的是它各种被广为分享的榜单和原生广告实验。它的视频业务部办公室位于洛杉矶，虽然只成立了两年时间，但却像野草一样在悄悄地疯狂生长。BuzzFeedCEO约拿•佩雷蒂在接受《财富》采访时表示，他认为BuzzFeed的视频业务有可能达到甚至超过BuzzFeed.com网站本身的规模。他指出：“视频业务很大，也是大势使然。它在移动设备上被播放和分享的频率很高，因此它将数码、视频、移动和社交融合在一起——某人在移动设备上看到了一个自己喜欢的视频，然后把它分享在社交网络上。”

    过去两年，该公司大约制作了1800到1900条视频短片，在YouTube上的总点击率超过了17亿次。其中有27%的视频短片都拥有100万以上的点击率。目前BuzzFeed的视频业务只有100多名员工，最近它刚在洛杉矶给一间20,000多平方英尺的新工作室揭了幕。

    随着BuzzFeed动画公司的成立，该公司将不再满足于两三分钟的短片，而是开始摄制连续剧式的长篇作品，包括纪录片。该公司表示将与传统的好莱坞制片公司展开合作，不过它没有透露任何具体合作的细节。

    BuzzFeed动画公司目前由扎•弗兰克负责管理。扎•弗兰克原本是一个网络红人，他于2012年加盟BuzzFeed。一个月前，BuzzFeed的视频总经理兼代理战略副总裁乔纳森•佩雷尔曼也搬到了洛杉矶协助BuzzFeed动画公司的业务运作。现在该公司还有一个专门为各大品牌拍摄赞助视频的创意团队。

    我们与BuzzFeed的高管佩雷蒂、弗兰克和佩雷尔曼等谈到了BuzzFeed在视频业务上的大赌注。以下是这次专访的简要文字摘录，为了阅读清晰起见作了编辑和压缩。

    Buried in the news that BuzzFeed raised $50 million in new funding on Monday is the fact that the 550-person company has reorganized itself. BuzzFeed now consists of separate business units for its Web content, its video content, its branded content, and its distributed content.

    The most formidable of the group is BuzzFeed Motion Pictures, the new name (and with it, an expanded mission) of the company’s video operations. BuzzFeed is known for its highly shareable lists and native advertising experiments, but the company’s two-year-old, Los Angeles-based video operation has been quietly growing like a weed. In an interview with Fortune, BuzzFeed CEO Jonah Peretti said he believes the video business could become as big or bigger than BuzzFeed.com. “Video is a huge, mega-trend, and the fact that it’s being viewed on mobile at such a high rate and being shared at a high rate aligns all these things together,” he said. “Digital, video, mobile and social can all be the exact same thing: someone sharing a video they love that they viewed on their mobile device.”

    In the last two years, the company has produced between 1,800 and 1,900 short videos with a total of 1.7 billion YouTube views. About 27% of its videos have garnered more than 1 million views each. The video business has slightly more than 100 employees and recently unveiled a new 20,000 square-foot studio space in Los Angeles.

    Now, with the establishment of BuzzFeed Motion Pictures, the company will expand beyond its bite-sized, one- to three-minute videos to make serialized content and longer-form features, including documentaries. The company says it will collaborate with traditional Hollywood studios, though it declined to discuss how specifics of any business partnerships.

    BuzzFeed Motion Pictures is run by Ze Frank, an early viral video star who joined BuzzFeed in 2012. One month ago, Jonathan Perelman, the general manager of video and vice president of agency strategy at BuzzFeed, moved to Los Angeles to ramp up the unit’s business operations, which includes a creative team making sponsored videos for brands.

    We spoke with Peretti, Frank, and Perelman about BuzzFeed’s big bet. Below are excerpts from interviews with each, edited and condensed for clarity.