A case study on Buzzfeed's channel Ladylike

1. Ladylike
Alyssa Lobo
Jill Mitchell
S.I. Newhouse School of Public Communications

2. Evolution
Phase 1 : BF Yellow Phase 2 : Boldly
(Buzzfeed Ladylike)

3. (Buzzfeed Ladylike)

4. Background
Began as part of TopKnot, moved on to BF Yellow/Boldly
Started by Saafiya Nygaard & Freddie Ransome (Nygaard, 2017)
Lifestyle: Fashion, beauty, etc.

5. Strategy
Build upon existing formats
Iterations - “Try Guys”
YouTube - 8.2 billion or 53% of views
Facebook- 61% of total shares, likes, and
comments (Marshall, 2015)
Long form content :“Let’s create what we
think TV will be in two or three years, and
let’s partner with people who know how to
make it.” - Jonah Peretti (Smith, 2017)

6. What’s working?
Easy shareability - on site & social
media
Fun, engaging characters
Personal, varying perspectives
Interactions - series on YouTube, pics
on Instagram, polls on Facebook
("BuzzFeed Ladylike")

7. What’s meh?
Copying Saafiya? (Bitzaya, 2017)
Too much beauty and style
Redundancy : Need to differentiate
(“Buzzfeed Ladylike”)

8. Growing the Channel
Identity : Defining themselves better
Build on names; vlogs?
Build series
(“Buzzfeed Ladylike”)

9. Citations
Bitzaya, D. (2017.). How Buzzfeed is Copying Youtuber Safiya Nygaard. Retrieved September 27, 2017, from http://culture.affinitymagazine.us/how-buzzfeed-is-
copying-youtuber-safiya-nygaard/
BuzzFeed Ladylike. (n.d.). Retrieved September 27, 2017, from https://www.facebook.com/buzzfeedladylike/
Marshall, C. (2015, September 18). How Buzzfeed is Taking Over the World - One Video at a Time. Retrieved September 27, 2017, from
http://tubularinsights.com/buzzfeed-video-strategy/
Nygaard, Safiya. (2017, March 19). Why I Left BuzzFeed. Retrieved from https://www.youtube.com/watch?v=5aiRY5EwqPA
Smith, G. (2017, June 07). The One Big Reason Why BuzzFeed Needs to Break Into TV. Retrieved September 27, 2017, from
https://www.bloomberg.com/news/features/2017-06-07/the-one-big-reason-why-buzzfeed-needs-to-break-into-tv