How Creative is Advertising?
Technology has further allowed us to create unique internet experiences for each individual person. Google chrome add-ons have permitted us to access American Netflix and block advertisements using ad-block. As a result advertisers find themselves in a difficult situation where their conventional advertising techniques can lead them to failure and bankruptcy due to a lack of exposure. What is an advertiser to do when they find themselves caught advertising to an industry that is changing at such a fast pace that they have trouble keeping up with it? Well I believe that advertisers should focus on creating innovative and creative content and campaigns that will allow them to fight against the anti-clickbait movement. The same way that newspapers and magazines and its mediums of advertising are quickly coming to an end, internet advertising is now facing that same challenge. Advertisers must find a creative solution to influence their consumers to purchase their products or services. It seems as though many firms are turning towards product placement or teaming up with brands and companies who have created a successful brand for themselves. However certain websites and social media platforms have creatively dealt with the Internet trends. An innovative company that has successfully branded themselves and accustomed themselves is Buzzfeed.
Buzzfeed curated content that was relatable to its readers while many were and still are unaware that they were caving into a form of advertising that they enjoy. Many companies have moved away from traditional advertising and teamed with buzzfeed to have their name featured in many of their clickbait articles. Buzzfeed has further proved themselves as innovative marketers and advertisers with the creation of Tasty, their addictive short cooking videos. They analyzed their consumers so well and were able to curate creative content that suited their readers needs and interests. The companies who were able to recognize their successful endeavours took advantage of the situation by attaching their name to their content. Many of their articles include name brands that pay buzzfeed for advertising their company. However; readers fail to recognize the fact that some of their articles are paid-for advertising since they remain so intrigued and interested in the content.
Buzzfeed is currently a key player in the media industry leading me to believe that they really aren’t the future of media, they are the NOW. They are working successfully and are adapting properly to what their readers and consumers want. Trends and fads are changing at such a rapid speed and Buzzfeed knows how their consumer so well they are able to adapt to their wants and needs. I believe that once the Tasty video trend fades out, they’ll curate another form of creative content that will keep their readers hooked, intrigued and constantly wanting more. They offer companies fighting against the anti-clickbait movement a platform to advertise by curating relatable clickbait content. Although their revolutionary techniques have brought them this far, I can’t help but wonder if they’ll be able to continuously stay on top of trends and fads. Will they always be able to create another form of creative content once the previous one just is no longer entertaining to their readers? Just some Tasty for thought.
