BuzzFeed- Trending Topics: Nifty Facebook Video

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Trending Topic Project: Buzzfeed’s “Nifty” Facebook Video on Revamping a Basic Table

The “overperforming” post chosen for analysis was “Nifty’s” “7 Creative Ways to Transform a Basic Table” (2018), that spiked nearly a month ago. The six-minute video includes do-it-yourself, or D.I.Y., tutorials for how to transform an ordinary end table into 1) a table with a built-in projector, 2) a table with a built-in mini-garden in the middle, 3) a handmade toy kitchen, 4) an end table with a stained wood top, 5) a table with built-in water and food bowls for pets, 6) a stool and 7) a stacked bar with wheels on the bottom (Nifty, 2018). 

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According to the social media analytics database, CrowdTangle, this video was one of the highest spiking videos on the Nifty Facebook page from early September 2018 to late October 2018 (2018).

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The table transformation video received 1,478, 528 post views and 14, 951, 795 total views (CrowdTangle, 2018). Additionally, the table transformation video received 10,111 reactions, 828 comments and 4,813 shares (CrowdTangle, 2018). 

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In terms of why “Nifty’s” “7 Creative Ways to Transform a Basic Table” (Nifty, 2018) overperformed this fall, there are several reasons which could illustrate its high performance. Particularly, Buzzfeed’s audience, the importance of D.I.Y. culture and the real estate market are all reasons that could explain the virality of the table transformation video. Buzzfeed’s audience across their various channels are over 50% millennial and over 50% of the overall audience demographic self-identifies as women (Sternberg, 2013). Likewise, Buzzfeed’s “Nifty” channel specifically targets those interested in arts and crafts for the home. One reason this particular type of Nifty video may have performed well, is due to its publishing date, September 10, 2018, being during the middle of the “high season”, May- September, for apartment rentals (Schreck, 2013), as well as college students beginning school and needing cheap alternatives for decorating their dorms/ apartments.

Additionally, various Buzzfeed channels utilize the short-form video style for content delivery that can conveniently be viewed on one’s mobile device, which over 30% of Buzzfeed’s audience uses for visiting their sites (Sternberg, 2013). The combination of using short-form videos on the Nifty Facebook channel is advantageous in order to give the audience what they want. Similarly, using short-form videos on Nifty’s Facebook channel is advantageous because it taps into the popularity of D.I.Y. tutorials, especially as millennials are currently dominating the $29 billion crafting industry (Fromm). Therefore, a D.I.Y. short-form tutorial on how to ‘jazz-up’ a basic end table using an arts and crafts themed Facebook channel with one of the largest millennial audiences went viral because it had all the necessary components for virality. 

In summation, the “Nifty” Facebook video, “7 Creative Ways to Transform a Basic Table” (Nifty, 2018) was analyzed because it overperformed on the channel within the last three months. The video likely overperformed, or spiked, because it taps into a niche market who is overwhelmingly millennial and interested in D.I.Y. projects for furnishing homes. Likewise, this video’s success during this season may be due to the rush of people who are moving to new homes in order to take advantage of the real estate market during the fall. In conclusion, the success of “7 Creative Ways to Transform a Basic Table” indicates a desire to take basic household items and easily transform them according to the various ideas for home décor that millennials have. 

 

                 

References

CrowdTangle. (2018). [Graph illustration for video views for Nifty September 2018 to October 2018]. CrowdTangle Intelligence: Page Report: Nifty. Retrieved on October 24, 2018 from, https://apps.crowdtangle.com/syracusejournalismfb/reporting/intelligence?accountType=facebook_page&accounts=690729&breakdownType=postType&comparisonType=none&graphType=video_views&interval=week&platform=facebook&postType=all&reportTimeframe=6months&videoViewBreakdownType=ownedVideoViews&videoViewType=total_views

Fromm, J. (n.d.) Generation y has become generation diy. Retrieved from http://www.millennialmarketing.com/2013/12/generation-y-has-become-generation-diy/

Nifty. (2018). 7 creative ways to transform a basic table. [Video]. Nifty. Retrieved on October 24, 2018 from, https://www.facebook.com/buzzfeednifty/posts/2201002250154495

Schreck, N. (2013). The Best Time to Move for Renters. Retrieved from

https://money.usnews.com/money/blogs/my-money/2013/09/11/the-best-time-to-move-for-renters

Sternberg, J. (2013). 13 interesting facts brands should know about BuzzFeed. Retrieved from https://digiday.com/media/13-interesting-facts-brands-should-know-about-buzzfeed/

 

By, N’dea Drayton & Alexandria Haynes

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Senate Social Hearings Do Little to Reassure Facebook Users

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Facebook COO Sheryl Sandberg appeared in front of the Senate Intelligence Committee last Wednesday with Twitter founder Jack Dorsey in the latest hearing on Russian interference in the 2016 election. The leaders of the two largest social media companies in America testified about their process in determining which accounts are real, and which are potentially dangerous to mechanisms such as the American electoral system.

While Dorsey apologized, saying they were not prepared for the wave of troll armies, Sandberg stood defiant, saying, “We are more determined than our opponents, and we will keep fighting.”

Sandberg also updated Congress on Facebook’s progress on stopping fraudulent pages from surfacing and said they are working with other entities to stop the further spread of misinformation.

 

 

There was one key moment when Sandberg told the committee, “Our focus [when looking for foreign accounts] is inauthenticity.” Matt Binder, a reporter for Mashable made an important point on Sandberg’s statement.

“When asked to approximate just how many Facebook accounts are ‘inauthentic,’ Sandberg replied between 3 and 4 percent. At Facebook’s reported 2.23 billion active users, that would mean somewhere between 66,900,000 and 89,200,000 are inauthentic.”

That staggering number may have some users of the site concerned over viewing their content. However,

 

Both Dorsey and Sandberg were also grilled by Sen. Kamala Harris (D-CA) on hate speech on their respective platforms.  While both apologized and claimed to be on top of this issue, just this weekend, bots attacked users yet again.

 

Despite the updates, the hearings did little to re-assure the American people that leaders at both companies were on top of the situation, and with no clear way to determine which accounts are inauthentic, it will still be easy for hate and misinformation to slip through the cracks.
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      For tweet 1.This is my first time using Twitter and I follow some photographer on Twitter. I learn how to mention people, and I have no follower at this time. I know they will not follow me back because I did not post any photos I took on Twitter. The only way to get them follow […]

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