????這種做法行得通嗎？

????我認為行得通。特別是法語、西班牙語和葡萄牙語，比我們預想的要好得多。似乎其它地區對BuzzFeed的模式非常感興趣。在其它的媒體市場中，本土的數字刊物并不多見。這些地方仍擁有非常有影響力的大型報紙和雜志企業，它們正試圖與網絡接軌，而且在這些國家中，與BuzzFeed有著類似業務的初創企業少之又少。

????什么最具吸引力：娛樂榜單還是正統新聞？

????一直以來，我們所翻譯的榜單的數量在不斷增多。在這個過程中，弄清楚哪些能翻，哪些不能翻是一件很有意思的事情。那些很直觀的東西翻譯起來很容易，而且不受文化的限制，這類事物往往會擁有更大的影響力。

????我們做的很多榜單都與老齡化有關，一切與衰老焦慮有關的話題在不同文化中都很受歡迎，子女教育話題亦是如此。我看見這種話題的反應是，“那是當然。”這并不會讓人感到驚訝，因為它是一個共同話題。這些帖子的分享率也非常高，它們使用了很多GIF動畫。

????那么GIF是一種通用語言嗎？

????網頁里多少有一些國際通用語言。GIF是其中的一部分，特別是如果你不用看最底行的文字內容就能看懂的話。它們是共享文化的一部分。它們與好萊塢有著密切關系，但是網頁文化給人的感受通常是共通的，因為從創建之初，網站就是全球性的。YouTube便是一個非常出色的國際性網站。《江南Style》這樣的單曲之所以能變得如此火的原因在于，人們無需看懂歌詞便能欣賞這首歌曲。網頁文化便是這樣。成為以網頁為主要載體的刊物、并且能用這種語言進行表達有一定的優勢。

????到目前為止，你都看到了哪些有意思的文化差異？

????在英國，文化差異并不明顯，而且語言上也沒有障礙。但是，如果你看看英國團隊所發的帖子，他們的確會給人一種不同的感覺。BuzzFeed美國非常有激情，而且基本上比較樂觀。他們奉行的是一種“非仇視”政策。BuzzFeed英國辦事處的風格跟英劇《辦公室》（Office）有點類似，更挖苦，更辛辣。他們已經形成了自己的一套風格，而且看待事物的角度也不同。

????一直以來，互聯網中最為老生常談的話題莫過于貓。在法國，人們傾向于點擊可愛、逗樂的事物，但是他們并不會去分享這些東西。他們更情愿站在政治或相反的立場上來進行分享，而這也影響了法國編輯看待翻譯的方式以及她創建內容的種類。

????國際市場的廣告商能理解本土廣告和贊助內容這個趨勢嗎，或者你們是否會成為這些市場中第一個吃螃蟹的人？

????在很多地方，我們都將成為第一個吃螃蟹的人。兩三年前，美國市場也出現了類似的、有關本土廣告的探討。在一些地方，事情甚至還沒進展到那一步。巴西、德國數字市場發展的方式會與我們在美國經歷的發展方式類似，而社交廣告這種概念仍然比較陌生。

????你會成立本土銷售團隊，或在全球各地向美國公司提供廣告服務嗎，例如拉美分公司與英特爾做的第一筆生意？

????就理想狀態而言，每個市場都將是內外兼修。目前，我們合作的很多品牌都是國際性品牌。其它媒體公司，例如The Mail online和《衛報》（The Guardian）都已經大規模地拓展了自己的全球業務，而且眾多品牌已開始思考統一全球廣告用詞，我們希望繼續與它們保持合作。（財富中文網）

????Did it work?

????I think it has. Especially in French, Spanish, and Portuguese, it works much better than we thought it would. It seems like there's a real hunger for the model that BuzzFeed has in other places. There are not a lot of digitally native publications in a lot of these other media markets. They still have very powerful large newspapers and magazines that are trying to adapt to the web, but very few startups along the lines of BuzzFeed in these countries.

????What's gotten the most interest: the entertaining lists or the journalism-with-a-capital-J?

????We have been translating a much higher volume of lists. It has been interesting to see what does well and what doesn't. Stuff that is highly visual is much easier to translate, and irrespective of your culture, something like that tends to have a much bigger impact.

????A lot of the lists we do about aging, anything about the anxiety of getting older does really well across cultures, as well as things about parenting. When I saw that, I was like, "Of course." It shouldn't have come as a surprise. It's universal. Those posts are also very BuzzFeed-y. They use a lot of animated GIFs.

????So are GIFs the universal language?

????There is a bit of an international language on the web. GIFs are a part of it, especially if they're not all about the text at the bottom. They are a part of a shared culture. They're tied to Hollywood, but the sensibility of web culture is fairly universal because from its inception, it's global. YouTube is an incredibly global site. A hit like Gangnam Style was so big because it was easy to enjoy even without understanding the lyrics. That's true of web culture. There's an advantage to being a web-first publication and being able to speak that language.

????Any interesting cultural differences you've observed so far?

????In the U.K., the cultural difference is not so great, and there's not the same language barrier. But if you look at the posts the U.K. team is doing, they do have a different sensibility. BuzzFeed in the U.S. is very enthusiastic and largely positive. They have a bit of a "no haters" policy. Similar to the original Office, the sensibility in the U.K. is a little more satirical and biting. They have developed their own sensibility and have approached things in a different way.

????One of the greatest Internet clichés of all time is cats. In France, people might click on cute cuddly things, but they don't share them. They would much rather share something with a political or contrarian take, and that has affected the way the French editor thinks about translating and what kind of content to create herself.

????Have advertisers in international markets caught onto this whole native advertising and sponsored content trend, or are you going to be the trailblazers there?

????In a lot of places we're going to be trailblazers. The conversations about native advertising are similar to what we saw in the U.S. two to three years ago. In some places, it's not even at that point. The way the digital market is developing is very similar in Brazil and Germany to what we saw here, and this notion of social advertising is still fairly new.

????Will you build out local sales teams, or sell ads to American companies with global presence, such as your first deal with Intel in Latin America?

????Ideally for us it will be a mix in each market. A lot of our brands that we work with currently are also global brands. Other media companies like The Mail online and The Guardian have been expanding their global footprint a lot, and as brands are starting to think about unifying their global message, we'd like to continue working with them.