Rachel McMahon, a college sophomore in Michigan, says she only made BuzzFeed quizzes for fun. Her work drew 130 million views in 2018:
,” has been viewed some eight hundred and fifty-one thousand times. It took her twenty minutes to create, she told me. Taking the quiz—which, though you couldn’t be faulted for assuming otherwise, is not sponsored by Kellogg’s—involves clicking “like” or “pass” on twelve different types of Pop-Tarts and learning, via the results, whether you are “taken” or “single.”
“There were two main lessons to learn from her,” Perpetua told me. “We were working too hard, making these elaborate things, and all of her stuff was really stripped down.” He compared her work to that of the four-chord punk band the Ramones. “We also weren’t working,” he added. “She’d do five quizzes in a day, and I’d maybe do that many in a week. People were, like, ‘If this girl stops, that’s a problem.
The journalist Ryan Houlihan estimated on Twitter that, assuming a pay rate of twelve dollars per thousand ad-viewing visitors, McMahon would have createdin ad revenue for BuzzFeed. But a BuzzFeed spokesperson told me that that estimate was orders of magnitude too high, and that the real number was more like a couple hundred thousand. Quizzes are more important to the company’s brand identity than to its business model, the spokesperson added.
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