by: Rachel McAthy | journalism.co.uk

With two thirds of its traffic from social, BuzzFeed seems to have a good understanding of the sort of content people like to share.

In a session at the International Journalism Festival last week executive editor Doree Shafrir discussed BuzzFeed's approach to 'social storytelling'.

According to Shafrir, BuzzFeed, which recently introduced a UK team, has more than 40 million uniques a month, with more than half (60 per cent) of its audience in the 18 to 34 age bracket.