LONDON — BuzzFeed’s commercial stock in trade is offering sponsored editorial articles to brand marketers. Now it is extending the offering to digital videos.

“We’ve done roughly 1,300 videos, 20% of them have over a million views.” says the publisher’s agency strategy VP Jonathan Perelman, who also recently took on its video GM role.

BuzzFeed opened a video production studio in LA just over a year ago. Perelman says the output is clocking over 100 million monthly views: “We’re now working with brands to create shareable video content.”

Although Perelman cites views in depicting the project’s growth, just as with BuzzFeed’s text articles, it is shareability on which the videos’ success is judged.

We spoke with him at the FT Digital Media Conference. To view all our coverage of the conference,  visit this page.