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99U Conference

Jonathan Perelman: Content Is King, But Distribution Is Queen

About this presentation

Getting your voice heard online often feels like trying to talk in a crowded room. So how do you rise above the noise?

In this 99U talk, Jonathan Perelman breaks down the tactics and mindsets used by Buzzfeed to stand out on social media and elsewhere (complete with its trademark listicles). By adopting a social-first mindset and creating content that appeals to emotion, Buzzfeed has grown from a small blog to a cultural phenomenon read by tens of millions of people (including the President of the United States).

His advice? Respect the platform you’re using (e.g. Twitter is about timelines, Facebook is about emotion), stay positive, and tell a story that is “genuine, authentic, and meaningful.” 

About Jonathan Perelman

Jonathan Perelman is the VP of Agency Strategy and Industry Development at BuzzFeed. At BuzzFeed he works closely on all aspects of the business, with a particular focus on educating advertising agencies on the BuzzFeed platform and ad products.

Prior to BuzzFeed, Jonathan spent six years at Google, most recently as the Global Lead for Industry Relations. He was responsible for brand identity initiatives and relationship management within the advertising and media industries. Prior to Google, Jonathan worked at Financial Services firm, Unifund, and also was the Deputy Finance Director on Cory Booker’s 2002 Mayoral run in Newark, NJ. The campaign was captured in an Academy Award nominated film, Street Fight, released in 2005.

Jonathan is a Sr. Fellow at the Center for the Digital Future, at the USC Annenberg School. In addition, he serves on the board of Advertising Week, Ad:Tech, and the International Association of Internet Professionals, along with other industry groups. He’s also an advisor to several start-ups.



Comments (6)
  • Marcello

    Can you guys transcript these conferences? It’ll be really helpful. Thanks

    • Adeel

      I have the transcription of this video. Contact me on if you are interested.

  • Max

    this is really interesting. 🙂

  • Diederik

    I think people should develop their minds in a way that will help them select the things of relevance and true interest to them. This speech is a celebration of the brown stream which eats all colour in the world. I happen to love colour and I do my best to try and keep the colours I love seperate from the colours I like less.

    Miley Cirrus as important as Syria.. I mean come on.

  • Dominic Bills

    This was a really awesome video! He talks about some fascinating stuff, and works for one of my favorite sites. I’m so glad I stumbled across this!

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