BuzzFeed's Social Discovery buys native ads on social networks to deliver branded content to your brand's desired audience. SoDisco's goal is to build a master audience, collect audience data, and use those insights to propel the program in real-time.
SoDisco identifies, customizes, and targets multiple user groups for branded content – ultimately creating the master audience for the brand. SoDisco’s master audience for a brand consists of layering: (1) BuzzFeed’s core users, (2) users who have previously been exposed to BuzzFeed branded content, and (3) niche users from social (selected based on their Facebook activity and behavior).
SoDisco tests and learns from each user group individually. A single piece of content will be packaged in various formats and served to each user group on social.
Based on the user groups' initial responses to the branded content, BuzzFeed's technology is built to act. It will track the earned media generated by each user group and automatically allocate the remaining media towards the user group generating the most social sharing. (Meanwhile, BuzzFeed's SoDisco team is collecting additional audience data on each user group throughout this time!)
SoDisco takes the audience data and insights, and informs the brand's program as it moves forward. SoDisco's ability to test and learn from audiences in real-time increases the reach of the branded content, brings the greatest return on investment, and measures word-of-mouth marketing at scale. So whatever BuzzFeed's SoDisco learns, the brand learns.
It doesn't have to be complicated! Your Account Manager can explain more on a Distribution call. That’s SoDisco (Paid Social), then there’s Social Outreach (Organic Social).