Ads. It's all about ads. Buzzfeed as a site fosters quick "identity creation" by having all those stupid quizzes, and then can tailor ads to fit that newly adopted identity constructed by the quiz. It's very scary because the scholarly reason why all of this works is laid out in the paper I linked! He just took the theory and applied it to a website to make bucket-loads of money.

Haha ad revenue from clickbait goes brrrrrrrr