BuzzFeed to launch new social media platform in beta this year

Buzzfeed has announced that it is launching a new social media platform called BF Island, aimed at being a joyful alternative to addictive social feeds.

The app is currently being developed by a small team of BuzzFeed employees and will start in a private beta this year. Early access sign-ups are available on BuzzFeed’s website.

The platform will enable users to create and share content based on their interests – similar to apps like Midjourney. According to BuzzFeed, the platform will use AI to “give users agency” rather than manipulate their attention.

In a blog post, BuzzFeed CEO Jonah Peretti said the new social media platform aims to combat ‘SNARF’ (stakes, novelty, anger, retention, and fear), which is prevalent across other social media platforms.

He said: “We’re building an alternative. The future of social media should be designed for creativity and connection, not addiction.

“This isn’t about making BuzzFeed better, it’s about reimagining what the internet can be. It’s time to bring back the internet we love, where everyone can find their people and unleash their creativity.”

With the launch of BF Island, this initiative could reposition BuzzFeed as a tech and social media company. While the company is significantly smaller today since going public in 2021, having shuttered BuzzFeed News in 2023 and sold Complex in 2024, it is more profitable with improved adjusted EBITDA from -$17 million (2022) to $1.9 million (2024).

BuzzFeed will release its Q4 and full year 2024 financial results on 13 March, 2025.