What’s cookin’?
When we called The Internet “The Gate“, believe us it was not by mistake. Yes, it connected the world altogether, but it was smart enough to hit one of our most important needs: food; so it was more like the gate to our tummies if you think about it. People are always on the go, but always have time to eat, it’s our guilty pleasure. The Internet had an unquenchable appetite for food as well, which explains the rise of several food channels like Tasty and Proper Tasty by BuzzFeed, and many more.
“It taps into a simple truth: People love tasty foods and the kind of foods that remind them of their childhood, comfort food, or food that reminds them of an experience,” says Frank Cooper, BuzzFeed’s chief marketing officer. Tasty has over 35 million followers on Facebook, and a month earlier launched Proper Tasty, another Facebook-only Channel for British people who basically love food just like the rest of us. Both channels are a huge hit on Facebook because the content is tailor-made for that platform.
These channels owe their success to many factors.
The content
Because people love delicious food that they get to prepare in a short period of time. Let’s not forget that with good taste, comes the emotional support that food provides.
The duration
The videos are short, fast-motion and usually, come with a complimentary text indicating the ingredients and their quantity. The videos can guide you through any recipe and make it easy, from old fashioned donuts to taco stuffed peppers. Hungry yet?
Niche audiences
The lesson from the launch and fast growth of Proper Tasty is that BuzzFeed plans to go deeper and deeper into specialized niches. Gathering more than 5 million followers, the plan to select a niche market was a smart move for BuzzFeed. Creating the videos for a niche market only lead to generalizing this need to people who love food, aka everyone!
We hate to leave you drooling on your own, but we’ve got some office snacks to prepare ourselves! Join us if you’re hungry, we don’t mind sharing!