🍺 “Local Lite”— Kelce Bros’ light beer bet. Elf Beauty’s “Dicks”. BuzzFeed’s 1st social media app.

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Snarf stands for stakes, novelty, anger, retention, and fear. Content creators exaggerate stakes to make their content urgent and existential. They manufacture novelty and spin their content as unprecedented and unique. They manipulate anger to drive engagement via outrage. They hack retention by withholding information and promising a payoff at the end of a video.

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And finally, they provoke fear to make people focus with urgency on their content. Honestly, Jonah just nailed it. That explains pretty much all the content you see online right now. As guys who create content every day, we can tell you that is 100% the formula that everyone posting online tries to follow. We do a video on tariffs, doesn't go viral.

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You do a video on a mango recipe for a smoothie and why if you don't eat this mango, you're going to die in three years. You're going viral. Yeah. You see videos like, I can't believe what I just discovered. A city is about to get destroyed by a hurricane. Watch to the end of the video to find out what city. Stock market will crash just after these messages.

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They're annoying, but you're probably watching to the end of that video. So Jonah is trying to create a social media platform that doesn't do any of that. An anti-snarf social media app.

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But we think that solution faces an uphill battle because of our takeaway. So Jack, what's the takeaway for all our buddies building a social media app at BuzzFeed? The negativity bias. That is what prevents the internet from being fun. Yeti's Jonah Peretti claims that BuzzFeed's new social media app will be built specifically to spread joy.

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It's always been three bucks. It's a sacred cow product. They were founded by a father and son team who tried to sell affordable makeup online. Honestly, their skin cream is so cheap. It is too cheap to sell at Sephora. Now, if you look at the financials, the stock has been down in the last year, but they're still on a streak of 23 straight quarters of growth.

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So ELF is now worth $4 billion on your eyebrows. How did they become such a big deal? It started in 2019 when they created a song just for TikTok. It was called the Eyes, Lips, and Face song. And that hashtag challenge got 2 billion views. In 2021, they created burrito makeup in a partnership with Chipotle. Yeah, you could wear barbacoa on your eyebrows and that sold out.

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What we're saying is this company's very good at going viral for good reasons. Well, the latest way they've gone viral is Spotify. So many dicks.

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This is a campaign to highlight lack of diversity on corporate boards.

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To clarify, the dicks are men named Richard, Rich, or Rick who sit on corporate boards. And there are so many dicks. Yeah, like the data Elle found is that there are actually two times more men named Dick than there are Hispanic women on these boards. And Black and Asian women barely outnumber the dicks on corporate boards in America. But Jack, let's sprinkle on some context here.

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