Publishers Go Niche with Facebook Pages

When it comes to Facebook, publishers don’t have a single audience. They have dozens.

In an effort to maximize their Facebook reach, publishers have created elaborate webs of Facebook pages for not only their main verticals but the long tail of other topics as well. BuzzFeed, for example, runs 90 Facebook pages, each dedicated to specific topics such as “BuzzFeed Parents,” “BuzzFeed Weddings” and “BuzzFeed Geeky.” Most of these match up with existing BuzzFeed verticals, but the publisher is also experimenting with social-only brands such as “Cocoa Butter” and “Pero Like” and “BuzzFeed BFF.”

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