BuzzFeed Creator Hubs

 

As the lead designer for BuzzFeed's Creators Tech team, I was responsible for devising strategies to effectively present our creators and their exceptional work. To achieve this, we initiated a pilot program called the creator hub in 2022, which serves as users' initial glimpse into the captivating content crafted by our creators. This project aims to amplify brand collaborations, enhance content discovery, and foster greater satisfaction among our talented creators.

Strategy & Discovery

Among our array of products, the BuzzFeed website stands out as the primary driver of traffic. However, an essential aspect was missing—our creators, the very individuals responsible for generating our viral content, lacked a presence on the site. Recognizing this issue, my colleague and I assumed the responsibility of addressing it by conceiving and presenting the concept of creator hubs to our CTO. The project garnered support, and our initial steps involved conducting user interviews with a select group of creators. Through these interviews, we aimed to grasp their challenges and aspirations, gaining valuable insights into how they envisioned advancing their careers in collaboration with BuzzFeed.

The Design

During our conversations with numerous creators, it became evident that their aspirations extended beyond expanding their audience solely on existing social platforms. They expressed a strong desire to gain visibility among BuzzFeed's extensive network of prominent brand partners, with the aim of securing more lucrative brand collaborations. To address this need, we allocated dedicated space for each creator to showcase their branded partnerships and foster growth in their affiliate business.

The Result

Following the program's launch, we experienced a remarkable surge of interest from other creators who expressed their eagerness to participate in the next phase of the program. Witnessing the satisfaction and the flourishing relationships resulting from this endeavor was truly gratifying.

“Leah brings so much to any team she is on. She is SO buttoned up, and I have seen how this quality has inherently inspired everyone else to do the same. She is serious about her work and about driving impact for our team, yet she is always able to make time for team connection. Personally, I think Leah is the best design partner I’ve had in my career so far, and I feel very lucky to work with her every day. I know she will continue doing incredible things for our team, and BuzzFeed Inc. as a whole. ”

- Katie Tusch, Senior Project Manager

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