The Secret Ingredients of Tasty’s Success Recipe
Video is the future of social media content. Snapchat reached 161 million daily users in the last quarter of 2016, and YouTube generated an annual revenue of USD 4 billion in 2016. Other social media platforms are eager to be part of the online video revolution. Facebook and Instagram, among other social media networks, are pushing their live story features. We are living in the age of video content explosion.
Riding on this trend, BuzzFeed’s food channel, Tasty, quickly became the third biggest video account on Facebook. Just on Facebook, the channel has 83 million page likes and over 1.18 video views. Simply put, Tasty is a channel of unique, delicious recipes presented in short videos. What is BuzzFeed’s secret recipe in turning such a simple, straight-forward concept into one of the world’s largest online food community?
#1 Native content is king
It is no longer a secret that Facebook’s News Feed algorithm favors native content that keeps users on its site. Video content are also preferable to photo and text-only posts. Tasty publishes videos to its Facebook page directly, which allows it to be placed in front of posts that redirects Facebook users to external sites.
In addition, Facebook native videos are played automatically. The channel’s signature fast-motion, visually appealing videos are optimized for the auto-play feature. The use of native content has contributed greatly to Tasty’s tens of millions views.
It is clear that BuzzFeed has a completely different strategy than traditional news and media companies. The media guru is not fighting for web traffic, but competing for users’ time and attention. Virality is the priority. Evidently, such strategy pays off as seen in the channel’s overwhelming success on social media.
#2 Create tailor-made content targeting specific niches
Tasty creates original content that targets foodies in general. The page publishes recipes of comfort food that appeal to the masses, such as Chicken With Tomato Wine Sauce and Cheese-Stuffed Burger Bombs. All of its videos show simple, easy-to-make instructional recipes that everyone can follow.
To further segment and target the food lovers, BuzzFeed has gone deeper into specialized niches. It has created various spin-offs of the original channel. These include Proper Tasty with British cooking recipes, Tasty Junior with recipes for parents to try with their kids, Tasty Japan that features Japan-inspired recipes, and Bien Tasty for Spanish recipe enthusiasts, just to name a few.
By curating useful, relatable and original content specifically for niche segments, Tasty is able to garner engagement and create connection with its users.
#3 Publish easy-to-consume content optimized for all sorts of devices
Tasty’s videos are short and easy to understand. All videos are audio independent, with annotations and demonstrations throughout the videos. In other words, viewers will not have any trouble watching these aesthetically-pleasing clips when their sounds are off.
Another key feature of Tasty’s videos is their brevity. With an average length less than 2 minutes, these short clips are fast to load and easy to digest on the go. The use of simple frames, quick cuts and first-person perspective all fueled the channel’s growing popularity.
A Short Conclusion
The success story of Tasty shows that an experiment, even without the halo from its parent brand, can turn into a global sensation when done right. This requires understanding of your publishing channel, frequent review and adjustment of your strategies, and more importantly, empathy for your target niches.
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