The explosion in popularity of online food videos has allowed internet media moguls such as Buzzfeed, to drive online viewership of their video content in a bid to secure more market share of the digital video industry. According to eMarketer estimates, the industry was valued to be $10.3 billion in 2016 and was expected to grow to $12.5 billion by 2017. In 2016, Buzzfeed digital video accounted for nearly half of their $250 million revenue.
During a 15 month span between 2015-2016, Tasty created over 2,000 recipe videos that reached 500 million people a month. The brand presently has over 94,000,000 followers on their main channel on Facebook, not including over 8,000,000 followers on Tasty Vegetarian, and over 22,000,000 followers on the Bein Tasty channel.
Last September Tasty earned nearly 1.8 billion views with 1.6 billion of those views coming directly from Facebook, according to data from Tubular Labs as reported in Adweek.
Tasty uses concise and shareable video content that allows their videos to receive viral levels of engagement. Part of the reason Tasty has been so successful is due to its understanding of its audience and their ability to customize content, so that it’s aesthetically pleasing and fun to consume. Buzzfeed has formulated the perfect video time and capitalized on the right content to be shared on Facebook.
Watching this content can be addictive, and part of the reason for this is due to the inherent sociability of food. Food is universal, and it can be cross-cultural. We all need to eat and appreciate the art of good tasting food. A large population of people enjoy the discovery of new ingredients and flavors to reinvent something they love.
Buzzfeed’s bite sized morsels allow for their clickbait tactics to ensure shareability, increased brand recognition and website traffic, as well as revenues through offspin products such as the Tasty cookbook which sold 150,000 copies worldwide.
Provided below is a video that summarises some of the key attributes of success that have helped propel the Tasty brand.