As the Interactive session of South by Southwest in Austin, Texas now gives way to the film and music portions, here’s a lesson from the festival on shifting digital media from plain silliness, to some silliness mixed with real journalism care of Buzzfeed.

The popular online media website has aimed to evolve along with the social web, and that now means publishing everything from cat videos to political news.

“The same person is interested in light fare and in serious fare, and we move between different types of content, it’s a much better experience,” says Buzzfeed founder and CEO Jonah Peretti. “I think people who grow up Facebook and Twitter are used to having all of those things mashed together.”

And for those readers who don’t like cat videos, better have your system checked.

“If people don’t like cute animals, they are either a robot or a serial killer,” Peretti says. “But humans should love cute animals and love to share them and be connoisseurs of cuteness with their friends.”