Buzzfeed Australia launches new vertical, Buzzfeed Bloom

Buzzfeed Australia has launched a new vertical, Buzzfeed Bloom, targeted at Gen Z and millennial women and other genders, including non-binary and genderfluid people.

The vertical launches with sponsors Australian Pork, Samsung, Showpo and McCormick.

Buzzfeed Bloom has launched with four sponsors

BuzzFeed’s head of APAC, Nicki Williams, who was promoted to the role earlier this year, said: “This has been something the team has wanted to do for so long, having seen a gap in the market, and we’re so pleased we have a product that will speak to so many, in such an intimate and friendly way. Each of our four launch partners are incredibly valuable to us and we’re excited to help them speak to new audiences.”

Buzzfeed Bloom will release a video on Buzzfeed Australia’s YouTube channel, which recently hit 100,000 subscribers, every Sunday.

Also part of the new vertical is an advice column titled ‘Help Me Hameda’ will be led by content producer Hameda Nafiz. Nafiz has been with Buzzfeed since July 2018, and was promoted to content producer in April 2021.

Samsung Australia brand marketing lead, mobile division, Hayley Walton, said of Samsung’s sponsorship: “We’re thrilled to be partnering with BuzzFeed’s Bloom to connect with and inspire young Australian women. Through our products, Samsung aims to inspire people to expand their world and push the boundaries of what they thought possible. Bloom promises to set a new standard for the way young women are represented in Australian media and we are proud to work alongside the team as they begin this journey.”

Australian Pork’s brand manager, Melissa Johnson, commented: “We’re thrilled to be partnering with BuzzFeed’s Bloom to connect with and inspire young Australian women to get more pork on their forks with deliciously easy dinner winners the whole family will enjoy.”

Buzzfeed shut its news operations in Australia in 2020, however, it still offers commercial and client services.