Jonah Peretti shares how BuzzFeed navigates a fragmented social media landscape 20 years after launch, while three founders seek growth strategies: Anthony scales outdoor movie experiences, Andrew builds community around his viral cat wrestling toy, and Melissa tackles messaging for organic frozen muffins targeting busy parents. The shift from viral Facebook distribution to fragmented social platforms (Instagram, TikTok) fundamentally changed how publishers reach audiences, forcing BuzzFeed to rebuild around direct traffic and community engagement rather than algorithmic spread.