I feel like if you’re really THAT surprised BuzzFeed hired someone from Clickhole you haven’t been paying much attention to either of us. :)— Summer Anne Burton (@summeranne) December 1, 2014
I thought Summer Anne Burton had the best reaction, though, because from the outset, ClickHole has very obviously been a loving parody of BuzzFeed.
What's the distinction? I'm going to be forced to cite an article I read a long time ago that I don't remember the link to (maybe it was Grantland, or The A.V. Club). The difference is the difference between a movie like Spaceballs and a movie like Date Movie. The former parodies Star Wars and science fiction in general, but if you strip away the jokes, it still works as a sci-fi action movie. Mel Brooks knew his source material and loved it. In contrast, Date Movie is basically just a mash of romantic comedy clichés and pop-culture references—it's making fun of the genre, not having fun with it.
Put another way, it's the difference between laughing with someone, and laughing at them.
What makes ClickHole so funny isn't just that it so perfectly captures the BuzzFeed style and tweaks it just enough to make it absurd; it's that it so perfectly captures the kind of stuff we the audience love to click on. When we read ClickHole, we're not just laughing at BuzzFeed; we're laughing at our own behavior.
That makes the two sites a weirdly effective one-two punch. Go to BuzzFeed to read a listicle of stuff you totally do! then head over to ClickHole to laugh about how that listicle is totally the type of thing you get suckered into clicking on!
Point being, what Summer Anne said: These sites are doing very similar things, and it shouldn't be a huge surprise to see them trade talent. Now, what would be interesting would be to see a mainstream media site poach talent from one of these two places.