Jonah Peretti’s profession up to now has been outlined by fixed reinvention. Because the founder and CEO of BuzzFeed, Peretti has been on the forefront of digital media for nearly twenty years, navigating adjustments because the as soon as small startup reworked into, at one level, a multimedia powerhouse.
However as the corporate grows older, one query lingers: Has Peretti’s relentless drive for innovation made him too entrepreneurial to steer BuzzFeed to long-term stability?
“The good factor about this subject,” Peretti muses, “is you do one thing [different] on a regular basis. It’s not been 20 years of 1 job. It’s been 20 years of operating a startup, then managing a hyperscaling enterprise, then determining the way to get the corporate public . . .and now the explosion in generative AI. There’s at all times one thing to maintain the job contemporary and new.”
Peretti’s capability to adapt and keep forward of the curve has been a trademark of BuzzFeed’s success. Years in the past, BuzzFeed loved virtually singular success in its uncanny capability to create shareable media. (One video section, centered on why Disney princes would make “horrible boyfriends,” has racked up 77 million views over time.)
As we speak, BuzzFeed’s focus is on AI, together with AI quizzes and different AI-generated content material. It’s additionally pouring a few of its sources right into a product in growth known as BF Island, a social community that goals to merge AI with content material creation to “unfold pleasure and allow playful inventive expression.” So he instructed Axios final month, anyway.
Peretti routinely discusses the corporate’s upcoming ventures with the media, even once they’re nonetheless of their infancy. Requested why, he tells TechCrunch: “The thought of speaking about belongings you’re engaged on is that you just make the product higher . . .While you speak about them, it’s not simply along with your staff however with outdoors individuals who would possibly wish to collaborate. When there’s a brand new computing platform, there’s an explosion of creativity. These are the moments when you may construct one thing new.”
This entrepreneurial drive has fueled a lot of BuzzFeed’s most iconic initiatives. The corporate pioneered viral quizzes and listicles, then pivoted to extra severe journalism with BuzzFeed Information. However not all of those shifts have paid off. Notably, regardless of its early success, BuzzFeed Information was shuttered in 2023, abandoning questions on whether or not the corporate ought to have caught to at least one clear imaginative and prescient fairly than leaping between them.
BuzzFeed’s shareholders is likely to be pondering the identical after the roller-coaster experience they’ve been on. BuzzFeed went public via a particular function car in 2021, and as a part of the transaction, it acquired a media firm, Complicated Networks, for $300 million in money and inventory. As we speak, BuzzFeed nonetheless trades publicly, however it doesn’t personal that enterprise; it bought it for roughly $108 million final yr. Extra not too long ago, BuzzFeed bought one other asset from that Complicated Networks deal – First We Feast – in a separate $82.5 million all-cash deal. (Explains Peretti of each gross sales, “They’re not a lot tech companies. They’re extra manufacturing and expertise heavy.”)
BuzzFeed’s inventory, priced at $10 initially, now trades $2.20 per share.
That is the place the strain lies. Peretti’s embrace of fixed reinvention is placing, however it additionally implies that the corporate’s technique has typically felt like a sequence of experiments fairly than a cohesive long-term plan. The experiments additionally come at a price. Peretti says BF Island is a $10 million gamble for now that isn’t anticipated to herald any income this yr. He provides that BuzzFeed’s “core enterprise” is worthwhile.
It’s a good query whether or not BuzzFeed could be higher served by a singular, constant imaginative and prescient for the long run – like The New York Occasions has managed to attain – fairly than betting on one new concept after one other.
Sadly, it’s arduous to know the reply. The media business has lengthy favored stability, however Peretti isn’t incorrect to imagine the present wave of generative AI is revolutionizing how individuals create and share content material. Additionally, as excited as he sounds concerning the potentialities, Peretti sounds clear-eyed concerning the dangers.
“The large factor is that BuzzFeed has given us numerous expertise with new codecs,” he says. “We’ve gotten numerous inbound from individuals who have concepts and wish to collaborate with us.”
In addition to, provides Peretti, who by now could be accustomed to balancing development with monetary pressures: “I feel the deeper next-level understanding is that simply doing the identical factor over and over and attempting to to grind it out is definitely a extra dangerous technique than innovating, experimenting, attempting new issues, maintaining an open thoughts, and attempting to determine new approaches or new methods to win in a very powerful market.”
You’ll be able to hear rather more from our interview with Peretti in an upcoming episode of StrictlyVC Obtain; new episodes drop each Tuesday.
