Much of what works so well in American BuzzFeed posts—nostalgia, sentimentality, uplift—doesn’t work with British audiences. “That stuff just completely bombs in the U.K.,” BuzzFeed U.K. editor Luke Lewis said. “Nobody wants to be uplifted, particularly. But if you can make the articles funny, and a bit needling and a bit satirical, they do well.”
London Calling: A Look at BuzzFeed’s British Invasion
