If the internet is a procrastinator's playground, websites such as BuzzFeed are listicle wormholes of distraction that play into our guiltiest pleasures. But while BuzzFeed may have pioneered the listicle format, young upstart PlayBuzz has become the go-to place for mindless browsing. But how has it cracked the format for creating spreadable social media content?

Listicles, celeb gossip, virals, and vloggers. Nothing works harder to capture and retain our attention than the internet. But if clicks, page views, and ‘likes’ no longer cut it when it comes to gauging how engaging a platform really is. How should we be measuring a brands money-making potential?

With a lighthearted tone that appeals to Millennials looking for a bit of light relief – and something funny to share on Facebook – BuzzFeed has nailed a formula that's got everyone talking.

Impersonal, generic guidebooks are a thing of the past. Four Seasons is curating unique, personalised travel recommendations on Pinterest, extending its culture far beyond its physical walls.