The Evolution of BuzzFeed’s News Division and Its Impact on Public Perception
BuzzFeed has undergone a fascinating transformation since its inception, uncovering a complex evolution in its reputation as a news provider. Initially distinguished by its viral content and quizzes, BuzzFeed News was established in 2012 with the vision of delivering more substantive journalism. Over the years, it has garnered credibility for its investigative reporting and timely news stories, winning prestigious journalism awards along the way.
BuzzFeed News: A Quest for Serious Journalism
In 2017, BuzzFeed News achieved particular credibility with its investigative piece on the Trump-Russia connection, a piece that, despite being controversial, demonstrated its ability to engage in serious journalism. However, the brand's success has been mixed, with some critics questioning the reliability of its content and its overall focus on entertainment. By 2023, BuzzFeed News was seen as a legitimate source of news to some, although it faced financial sustainability and audience engagement challenges, leading to significant layoffs and a shift in its business model.
My Experience at BuzzFeed
I began working in BuzzFeed's news division on May 5, 2014, joining Chris Hamby, a Pulitzer Prize winner for his investigative reporting. Around the same time, Mark Schoofs, another Pulitzer winner, joined the company. Despite the mixed public perception, the news team at that time was considered highly reliable due to its experienced members, who had backgrounds in newspaper and magazine journalism and adhered to the same ethical guidelines they had followed at earlier jobs.
Los Angeles and New York Teams
The Los Angeles office was filled with experienced media professionals, including journalists from the LA Times and the Orange County Register. Similarly, the New York City office welcomed talent from major publications like the New York Times, solidifying BuzzFeed's reputation among reliable news sources. These professionals helped maintain the integrity of BuzzFeed's reporting.
The Challenges of Differentiating Content
One of the primary challenges BuzzFeed faced was the line between its humorous listicle content and its news content. At the time, it was difficult for readers to discern between the two, especially when visual and editorial treatments of both types of content were similar. The problem was exacerbated by the coexistence of funny and news content on the same page, which led to confusion for many readers.
Solving the Problem through Segregation
A significant step taken by BuzzFeed to address this issue was the separation of its news site onto its own page. This initiative occurred while I was at the company, though the exact year is unclear—either 2017 or 2018. This move helped improve the perceived reliability of BuzzFeed's news output, although internal operations remained largely unchanged because the news division had already been operating independently and adhering to industry standards.
Lessons and Reflections
Reflecting on my experience, it is evident that the line between humorous and news content needs to be clearly differentiated. BuzzFeed's challenge lies in maintaining the quality and reliability of journalistic content without overshadowing it with more casual, entertainment-focused pieces. The company's evolution demonstrates the ongoing struggle to balance public expectations and maintain journalistic integrity.