Buzzfeed’s SNARF Campaign

Buzzfeed is taking the launch of its social media platform seriously. Seriously and creatively.

Jonah Peretti, CEO of Buzzfeed, is tired of the way social platforms have utilised AI to squeeze creators into building content that ‘manufactures novelty, spins it as ‘unprecedented and unique’, and ‘exaggerates stakes to make it urgent and existential.’

As part of a detailed manifestor he continues, ‘When the platforms don't care about content and ask the AI to maximize usage, the content evolves into what I call “SNARF”. SNARF stands for Stakes/Novelty/Anger/Retention/Fear. Content creators need to please the AI algorithms or they become irrelevant. Millions of creators make SNARF content to stay in the feed and earn a living.’

As part of the campaign Buzzfeed have been seeding SNARF in key locations around the world. The carbonated beverage is designed to mimic the cold, hollow, atmosphere of the social platforms it’s fighting back against. Leaving a bitter, dry tacky after taste, that does everything but satisfy thirst.

Served ice cold, a QR code reveals itself as the can warms up, allowing the user to sign up for what Buzzfeed hopes will be some real satisfaction. Here’s a taste of what Jonah is planning:

https://www.buzzfeed.com/bfisland

We hope that was entertaining. Jonah did write a great manifesto, and Buzzfeed are planning a game-changing social platform, but unfortunately the SNARF drink and campaign is just a figment of our very active imagination…