BuzzFeed’s new MoodFeed recommends content based on how you’re feeling

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BuzzFeed is offering readers a new approach to finding content that fits the way they’re feeling right now.

It’s not the boring old approach of following a link on social media or search, or of typing into your browser.  Instead, on MoodFeed, readers can identify their mood, then they’ll get a list of articles that match those feelings.

There are currently six options — curious, stressed, bored, nostalgic, joyful or hungry. If you select “curious,” you’ll see a list of BuzzFeed posts about strange facts, life hacks and the like. If, on the other hand, you go with “nostalgic,” you’ll get lots of headlines about pop culture history. And if you’re not sure, you can just give the mood wheel a spin and see what it lands on.

Talia Halperin, BuzzFeed’s vice president of brand management, described this as an experiment in “getting our audience engaged and excited in a non-traditional way.” The team apparently created these recommendations by first identifying the main mood options, then “reverse-engineering” which articles would be a good fit.

And while BuzzFeed’s never offered this kind of interface before, Halperin argued that the broader strategy is one that the organization uses “all the time,


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