BuzzFeed Video is gaining a reputation as an effective marketer to millennials with successes such as a branded cat video for Purina that saw nearly 15 million views. The trick is to tap into the conversations consumers are already having about brands, rather than taking content and saying, "Let's just put a brand stamp on it," says BuzzFeed's executive vice president of video, Ze Frank. "I don't think that's serving the future of the industry."

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