BuzzFeed has undergone significant decline since its peak during the Obama years, marked by significant layoffs, closure of its News division, and a failed public offering. Social media's shift away from listicles and clickbait has exacerbated this decline, as platforms like Facebook and Twitter have pivoted towards different focuses. Emerging platforms like Bluesky and Threads don’t yet offer the same mass engagement, while Instagram and TikTok prioritize visual content over traditional links. Amidst this turmoil, suggestions for a path forward for BuzzFeed include possibly creating its own social network to adapt to present-day engagement methods.
In the decade that has passed since the peak of its influence, the iconic company has laid off thousands of staffers, shuttered its News division, and undergone a disastrous SPAC-fueled public offering.
The story of BuzzFeed's decline is, in many ways, the story of social media's vibe shift, as platforms like Facebook and Twitter have changed dramatically, impacting engagement.
The vibrant platforms of today, namely Instagram, TikTok, and YouTube, are built to keep attention locked into feeds, moving away from the links and articles BuzzFeed thrived on.
To regain its foothold in internet culture, BuzzFeed should consider starting its own social network to leverage current trends and create new engagement pathways.
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