But creating viral content isn’t about getting people to share information, it’s about sharing emotion.
The “Share Statement” is what BuzzFeed internally calls the words you use to describe things you post on social media, like its articles. Peretti says the “Share Statement is “often more important than the headline” because it’s says why, not just what, they’re sharing.
BuzzFeed closely watches these Share Statements to learn what its audience wants to see. Peretti concluded “BuzzFeed doesn’t make a product. We’re a service that keeps getting better at creating content over time.”