Snapchat provides a firehose of readers to BuzzFeed
Peretti told Recode's Peter Kafka that his company gets a full 21% of its traffic from Snapchat content views. That's astounding considering BuzzFeed only joined Snapchat's "Discover" feature in late July.
Snapchat "Discover" is a feature that allows certain media partners (like BuzzFeed, Vice, and Mashable) to post content designed specifially for Snapchat. These stories are then available for 24 hours. Snapchat also recently tweaked the design of its app to display Discover more prominently.Peretti also illuminated BuzzFeed's other sources of traffic, which are as follows:
- 23%: Direct to the site or apps
- 14%: YouTube views
- 2%: Google search to the site
- 6%: Facebook traffic to the site
- 27%: Facebook native video
- 4%: Images on Facebook
- 21%: Snapchat content views
In August, BuzzFeed raised $200 million in funding from NBCUniversal, at a reported $1.5 billion valuation.