Written by Nick Heer.

The Buzzfeed Era Has Passed

Mia Sato, the Verge:

NewsWhip data shows that BuzzFeed’s footprint on Facebook has withered away for years as a result of these changes. In 2016, BuzzFeed stories posted on the platform had 329 million engagements; by 2018, that number had fallen to less than half. Last year, BuzzFeed posts received 29 million engagements, and this year is shaping up to be even worse.


BuzzFeed.com now has around 30 staffers, says Jess Probus, senior vice president of editorial, with the classic viral content produced by full-time employees, freelancers, and volunteer community writers. For the full-time staff, nobody’s entire job is curating internet content for BuzzFeed — everyone is expected to be able to do it.

As Sato writes, the Buzzfeed homepage reads like a time capsule of a different era: big “LOL” and “win” badges in the upper-right, clickbait headlines, and collections of posts from other websites. Instead of collections of Tumblr posts or tweets, though, the articles are full of Reddit reposts and TikToks.