Originally published in March 2017
2,468,530 subscribers on YouTube, 83,707,865 likes on Facebook, 9.2 million followers on Instagram, and consistently counting.
From skillet chocolate chip cookies to easy appetizers to romantic dinners for two, Tasty’s videos are replicated, appreciated and shared across the globe by millions who view the short how-to cooking videos every day.
Launched on July 31st, 2015, Buzzfeed’s food vlogging platform Tasty is now an insanely successful addition to Buzzfeed’s many media forms, changing the game for the way viewers obtain new recipes. The Tasty staff produces about 60 videos per month, and the industry is projected to rake in 12.5 billion this year, according to Adweek.
As the fastest growing portion of BuzzFeed Entertainment — in terms of income — Tasty’s booming success is hardly a secret. Through Facebook alone, Tasty is interacting and reaching millions of people every day.
What are they doing so right?
Tasty’s success can be attributed to a few factors, with their foolproof formula for the length of videos. Recipes are delivered quickly and accessibly, and followers everywhere to stop scrolling and take the time to watch.
With each video stretching from 40 seconds to one minute, the information is delivered quickly enough to keep the audience’s attention but lengthy enough to fully demonstrate how to make the recipe. With the addition of Facebook’s new update, in which videos now begin playing automatically, it is easier now than ever to capture user’s attention.
The mix of recipes offered on Tasty’s page is eclectic enough to hold the attention of just about anyone. All meals are covered: breakfast, with impressive French toast bakes and healthy oatmeal pancakes, to lunch, spinning salads and quiches, to dinner, steak for two or easy vegetarian lasagna, to dessert, the best part, with Oreo cheesecakes and churro ice cream sandwiches.
Though the creation of the dish is sped up in the video, it is still simple enough to show in a minute-long video, making viewers feel as though they can easily recreate this dish. The food giants are beginning to take notes from Tasty.
Traditional television programs for delivering recipes, such as those on the Food Network and Cooking Channel, are now playing second fiddle to the booming business of digital video. But, they’ve decided to get on board. Food Network now offers an interactive story on Snapchat every day for users to scroll through, as well as the inclusion of Tasty-style videos on their social media pages.
Tasty is headed upward, and fast. The concept has grown into so many other markets, including Tasty’s collaboration with the TODAY show, it’s spinoff channels- Nifty, for DIY projects, and Goodful, for healthy lifestyle recipes- and now the addition of customizable Tasty cookbooks.
The proof of Tasty’s success is ever present, with the food industry giants adapting to recreate the success of Tasty and the number of likes and followers exponentially growing every day. As long as there are viewers, Tasty’s recipes will continue to be watched, shared, and made all across the globe.
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