Buzzfeed finds the news people want to share by keeping its fingers on the social media pulse.
“Tumblr interesting because there is so much stuff,” he said.
“It has quite a young demographic but it is miles ahead of everyone, breaking news and stories.”
Buzzfeed has a young audience because it is writing about what interests them in an informative and shareable way.
As Richard pointed out, traditional media does not know how to deal with or categorise social media stars.
He said: “The Sam Pepper saga was a story the mainstream press would not know what to deal with.
“He’s a YouTube star, so knowing what was being discussed meant we could reach out to people.
“There is huge gap in the market for someone like us as the mainstream press don’t appreciate the fame of these people.”
Buzzfeed also informs with what Richard described as explainer pieces to give people an introduction and wider understand of a story.
These often end up trending on Facebook or Twitter as they share well.
Richard said: “We want to be one stop shop for people wanting to find out more about Hong Kong protests.
“We try to do something different rather than blocks of text for example using an image of a poppy for every soldier killed in the First World War or Following Russian soldiers on Instagram in Ukraine. You can tell a story in a thousand different ways.”
The amount of stories Buzzfeed is covering is growing and reporters are recruited every as the site is building a good reputation for news.
Richard said: “Our reporters are on the ground around the world from Liberia, Syria and Ukraine, this not what people assume Buzzfeed is doing.
“We are getting great exclusives and hard hitting pieces.
“It is a case of looking at what people are talking about, but not in the mainstream press, we see what people are talking about on Facebook.
“Reporters are spending the time properly investigating stuff.
“There is so much noise on social media I am pleased and proud at how we look at what is trending and then give you the full back story as sometimes online the wider context gets lost.”
His advice to Journalist Works students is to be all over social media, watching and monitoring the trending subjects.
It is the best way to find news and the buzz of what is going on in the world.