Shoppable Video
Shoppable Video
At BuzzFeed, I started a whole new division making shoppable videos as creator-led affiliate marketing was just becoming buzzy. My team worked with both BuzzFeed's stable of in-house creators and external influencers to make UGC-style product content that didn't feel like ads, distributed across our biggest properties like Tasty and Nifty.
We made hundreds of videos that hit hundreds of millions of views and grew revenue 140% year-over-year. We also launched one of Snapchat's first shoppable shows (20MM viewers, RIP Snapchat commerce) and built multiple Instagram/TikTok accounts from zero.
To drive additional revenue, I designed a menu of video products we sold to top brand partners. This product suite helped brands like 3M and Bellesa effectively connect with consumers through UGC-style videos across Facebook, Instagram and TikTok. The content was designed to align with editorial insights and a focus on virality; they felt nothing like an ad which, naturally, our brand partners loved.
Our partnership with home brand 3M led to the video Restoring My Cast Iron Skillet, which became the most-viewed ever on Tasty’s Instagram, with 37MM organic views.
