Digiday: For BuzzFeed’s business, revenue growth but more competition and pressure to diversify

Despite lay-offs, BuzzFeed’s business is growing. The coming challenge for the company is not only in reducing a large cost base, but also dealing with a new reality in which BuzzFeed is facing more competition from other large entertainment sites. See the full piece in Digiday, including insights from Mindshare’s Brittany Rollheiser.

Excerpt: There is still demand for BuzzFeed’s branded content — particularly around media brands such as Tasty. Brittany Rollheiser, director of digital investment at Mindshare, said the agency works with Tasty for several of its CPG brands, which are using formats such as hands-and-pans videos and shoppable videos to feature their products.

“We have used Tasty as a way to connect with younger audiences who aren’t currently buying our products,” Rollheiser said. “They are putting skin in the game and including offline sales studies to showcase the effectiveness of branded content.”