????BuzzFeed公司視頻總經(jīng)理、代理戰(zhàn)略副總裁喬納森?佩雷爾曼

????在收入上，視頻業(yè)務(wù)是否會超過BuzzFeed的其余業(yè)務(wù)？

????我正在努力實現(xiàn)這個目標(biāo)。和BuzzFeed網(wǎng)站本身相比，視頻業(yè)務(wù)還處在比較早期的階段。但品牌視頻業(yè)務(wù)的成長對我啟發(fā)很深，我希望它們可以增長得一樣大。

????你能透露一些增長數(shù)據(jù)嗎？

????去年與我們合作多部視頻的品牌數(shù)量增長了100%。自從今年春天推出NewFronts以來，外界對我們的興趣和宣傳提高了50%。今年四月以后我們推出的品牌贊助視頻要比一至四月多出55%。在過去8個月里，公司的營收入已經(jīng)增長了400%。

????BuzzFeed制作的多少視頻是品牌贊助的？

????大約有5%左右。新融資到手后，我們馬上將向這方面投入更多資金。我們現(xiàn)在有14名制片人，這個數(shù)字在未來幾個月里就會翻一番。

????你的團(tuán)隊如何與BuzzFeed視頻團(tuán)隊的其他人合作？

????首先我們會從一個品牌那里帶來一個拍片機(jī)會，然后我們要回到客戶那里，告訴他們怎樣把故事以獨特、有趣的方式拍出來。一旦客戶同意了，我的團(tuán)隊和負(fù)責(zé)創(chuàng)意視頻的同事們就會與那個品牌或代理人合作，對創(chuàng)意進(jìn)行精益求精。這種協(xié)作是最有效果的。因為這并不是BuzzFeed單方面的事，不是說我們有所有問題的答案，品牌方面也不會說“你們必須按照我說的這樣做。”我們了解觀眾，了解觀眾喜歡分享哪種創(chuàng)意視頻；而客戶則了解他們的品牌和品牌信息。將二者合而為一，就會產(chǎn)生非常好的分享內(nèi)容。

????他們中是否有人把你們拍攝的內(nèi)容用于電視宣傳？

????我們目前正在接觸的客戶中，就有幾家有這樣的想法。我們主要拍攝的是90秒到3分鐘不等的短片。把片子壓縮到30秒以內(nèi)是很難的，但的確有些客戶是這樣要求的。（財富中文網(wǎng)）

????譯者：樸成奎

????Jonathan Perelman, GM of video, VP of agency strategy, BuzzFeed

????Can we expect will video overtake rest of the BuzzFeed’s business in terms of revenue?

????I’m working hard to make that happen. We are still much earlier in the process than what [the website] BuzzFeed has. I’m really inspired by the growth we’re seeing on the branded video front. I hope we can be just as big.

????Can you share some of those growth numbers?

????I’ve seen a 100% increase over the last year of brands doing multiple videos with us. Ever since the NewFronts this spring, we’ve seen over 50% growth in interest and pitches coming in. We released 55% more branded videos in the months following April than in the months from January to April. The revenue has growth 400% in the past eight months.

????What chunk of the videos that BuzzFeed makes are branded?

????Probably around 5%. We’re investing more in this now with the new funding. We have 14 producers and that will more than double in the next few months.

????How does your team work with the rest of the BuzzFeed video team?

????We’ll get an inbound lead from a brand, and it’s our job to come back to them with ideas as to how to tell the story in a unique, interesting way. Once they agree, it’s a process where my team and the creative video folks work with the brand and agency to refine the idea. The best work happens with that collaboration. It’s not simply a BuzzFeed thing where we have all the answers, or the brand saying “This is how you have to do it.” We understand our audience and shareable, creative video and the brand understands the brand and brand message, and when you combine those two together is really great shareable content.

????Have any of them used your content for a TV spot?

????We are working on several now with the thought process of that. We’re producing mainly 90-second to three-minute spots. To turn into a 30-second spot is tough but it’s a request from some clients.