BuzzFeed的下个大动作：长视频

    BuzzFeed公司视频总经理、代理战略副总裁乔纳森•佩雷尔曼

    在收入上，视频业务是否会超过BuzzFeed的其余业务？

    我正在努力实现这个目标。和BuzzFeed网站本身相比，视频业务还处在比较早期的阶段。但品牌视频业务的成长对我启发很深，我希望它们可以增长得一样大。

    你能透露一些增长数据吗？

    去年与我们合作多部视频的品牌数量增长了100%。自从今年春天推出NewFronts以来，外界对我们的兴趣和宣传提高了50%。今年四月以后我们推出的品牌赞助视频要比一至四月多出55%。在过去8个月里，公司的营收入已经增长了400%。

    BuzzFeed制作的多少视频是品牌赞助的？

    大约有5%左右。新融资到手后，我们马上将向这方面投入更多资金。我们现在有14名制片人，这个数字在未来几个月里就会翻一番。

    你的团队如何与BuzzFeed视频团队的其他人合作？

    首先我们会从一个品牌那里带来一个拍片机会，然后我们要回到客户那里，告诉他们怎样把故事以独特、有趣的方式拍出来。一旦客户同意了，我的团队和负责创意视频的同事们就会与那个品牌或代理人合作，对创意进行精益求精。这种协作是最有效果的。因为这并不是BuzzFeed单方面的事，不是说我们有所有问题的答案，品牌方面也不会说“你们必须按照我说的这样做。”我们了解观众，了解观众喜欢分享哪种创意视频；而客户则了解他们的品牌和品牌信息。将二者合而为一，就会产生非常好的分享内容。

    他们中是否有人把你们拍摄的内容用于电视宣传？

    我们目前正在接触的客户中，就有几家有这样的想法。我们主要拍摄的是90秒到3分钟不等的短片。把片子压缩到30秒以内是很难的，但的确有些客户是这样要求的。（财富中文网）

    译者：朴成奎

    Jonathan Perelman, GM of video, VP of agency strategy, BuzzFeed

    Can we expect will video overtake rest of the BuzzFeed’s business in terms of revenue?

    I’m working hard to make that happen. We are still much earlier in the process than what [the website] BuzzFeed has. I’m really inspired by the growth we’re seeing on the branded video front. I hope we can be just as big.

    Can you share some of those growth numbers?

    I’ve seen a 100% increase over the last year of brands doing multiple videos with us. Ever since the NewFronts this spring, we’ve seen over 50% growth in interest and pitches coming in. We released 55% more branded videos in the months following April than in the months from January to April. The revenue has growth 400% in the past eight months.

    What chunk of the videos that BuzzFeed makes are branded?

    Probably around 5%. We’re investing more in this now with the new funding. We have 14 producers and that will more than double in the next few months.

    How does your team work with the rest of the BuzzFeed video team?

    We’ll get an inbound lead from a brand, and it’s our job to come back to them with ideas as to how to tell the story in a unique, interesting way. Once they agree, it’s a process where my team and the creative video folks work with the brand and agency to refine the idea. The best work happens with that collaboration. It’s not simply a BuzzFeed thing where we have all the answers, or the brand saying “This is how you have to do it.” We understand our audience and shareable, creative video and the brand understands the brand and brand message, and when you combine those two together is really great shareable content.

    Have any of them used your content for a TV spot?

    We are working on several now with the thought process of that. We’re producing mainly 90-second to three-minute spots. To turn into a 30-second spot is tough but it’s a request from some clients.