In it, she introduces a system BuzzFeed developed called cultural cartography.
The question I get most frequently is: How do you make something go viral? The question itself is misplaced; it’s not about the something. It’s about what the people doing the something, reading or watching — what are they thinking? Now, most media companies, when they think about metadata, they think about subjects or formats. It’s about goats, it’s about office pranks, it’s about food, it’s a list or a video or a quiz, it’s 2,000 words long, it’s 15 minutes long, it has 23 embedded tweets or 15 images. Now, that kind of metadata is mildly interesting, but it doesn’t actually get at what really matters. What if, instead of tagging what articles or videos are about, what if we asked: How is it helping our users do a real job in their lives?
Last year, we started a project to formally categorize our content in this way. We called it, “cultural cartography.” It formalized an informal practice that we’ve had for a really long time: don’t just think about the subject matter; think also about, and in fact, primarily about, the job that your content is doing for the reader or the viewer.
Here’s what BuzzFeed’s map of their users’ desires looks like:
But as former BuzzFeed employee Matthew Perpetua notes in a post about pop star Lizzo, content can start to feel formulaic if, you know, you use an actual formula to produce it.
I can’t hear Lizzo’s music without recognizing her cultural cartography savvy. A lot of music can achieve these goals without contrivance, often just as a natural side effect of an artist intuitively making resonant work, but Lizzo’s songs all sound very calculated to me. This is not such a bad thing — her skill in expressing herself in relatable ways is a major talent, and I’ve worked with many people who have this natural skill and hold them in very high regard. (I’m much better at telling people who they are rather than asking you to identify with who I am.) Lizzo has a good voice, and her songs range from “pretty good” to “undeniable banger” but I have mixed feelings about all of it because I know the game being played rather well, and because I’m uncomfortable with this self-consciously audience-pleasing approach to content creation becoming the primary mode of pop culture.
All artists who produce work for a large audience (or aspire to) have a method like cultural cartography, though most likely much less formal and more intuitive than BuzzFeed’s system. Some artists are better than others in disguising their methods.
What I saw, as I looked through the voluminous BuzzFeed coverage of the dress, is an organization at the peak of a craft they’ve been honing since 2006. They are masters of the form they pioneered. If you think that’s bullshit, that’s fine — I think most things are bullshit too. But they didn’t just serendipitously figure out that blue dress. They created an organization that could identify that blue dress, document it, and capture the traffic. And the way they got that 25 million impressions, as far as I can tell from years of listening to their people, reading them, writing about them, and not working or writing for them, was something like: Build a happy-enough workplace where people could screw around and experiment with what works and doesn’t, and pay everyone some money.
This is not said as an endorsement of BuzzFeed. BuzzFeed is utterly deserving of insanely paranoid criticism just like anyone who makes money from your attention, including me. But it’s worth pointing out that their recipe for traffic seems to be: Hire tons of people; let them experiment, figure out how social media works, and repeat endlessly; with lots of snacks. Robots didn’t make this happen. It was a hint of magic, and some science.
Legend has it that Pablo Picasso was sketching in the park when a bold woman approached him.
“It’s you — Picasso, the great artist! Oh, you must sketch my portrait! I insist.”
So Picasso agreed to sketch her. After studying her for a moment, he used a single pencil stroke to create her portrait. He handed the women his work of art.
“It’s perfect!” she gushed. “You managed to capture my essence with one stroke, in one moment. Thank you! How much do I owe you?”
“Five thousand dollars,” the artist replied.
“B-b-but, what?” the woman sputtered. “How could you want so much money for this picture? It only took you a second to draw it!”
To which Picasso responded, “Madame, it took me my entire life.”
Similarly, designer Paula Scher took only a few seconds to come up with the new logo for Citibank for which Pentagram likely charged big money for:
How can it be that you talk to someone and it’s done in a second? But it is done in a second. it’s done in a second and in 34 years, and every experience and every movie and every thing of my life that’s in my head.
Ford is exactly right about BuzzFeed; they put in the work for years so that a post that took probably 3 minutes to write captured more traffic in one day than some media outlets get in an entire month. (thx, @DigDoug & @jayfallon)
Update:A post from BuzzFeed’s publisher, Dao Nguyen, explains how the company’s tech team reacted to the unexpected traffic.
We have a bunch of things going for us at this point. We have heavily invested in infrastructure provisioning and scaling. We know exactly how to scale fast from running drills.
Weirdly, I saw the dress as gold and a light blue. What a fucking cliche I am, needing to see even this dress as a different set of colors than anyone else.↩
I don’t think I’m betraying any confidences here in saying that BuzzFeed had to spin up a few extra servers to handle the intense burst of traffic from that post…everyone does it. That’s right, dedicated #TheDress servers. Move over, Bieber.↩
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