30 seconds. That’s all the time BuzzFeed needs to get more than a million viewers hooked. BuzzFeed’s Tasty videos are taking over our Facebook News Feeds, and proving to be a lesson on how multi-channel marketing is growing. These “snack-sized” videos offer quick, fun recipe tutorials (typically from an overhead angle) featuring people from all over the world creating dishes like cheese-stuffed mashed potatoes (a video that received about 72 million views).
Tasty is barely a year old but has already accumulated more than 52 million likes and 2.2 billion views on Facebook. So what’s the magic formula that’s making these cooking tutorials go viral so consistently? There are two things setting Tasty apart from the rest: Its platform and a niche advantage.
First of all, Tasty tutorials are created specifically for the platform of Facebook. They are highly shareable, and optimize Facebook’s algorithms, which favor anything that keeps people on Facebook longer. BuzzFeed figured out the best way to take advantage of Facebook’s auto-play videos by making Tasty videos fast-motion and brief so viewers actually want to watch the entire film.
Secondly, Buzzfeed has worked pretty hard to hone and target specific audiences, proving that niche content can be just as successful as sharing content en mass.
“We’ve looked at niche audiences and very specific topics and it spreads from there,” Frank Cooper BuzzFeed’s chief marketer said in a recent Fortune.com article. Buzzfeed has even started to create new branches for Tasty including, for example, Proper Tasty, which only features British recipes, making the target audience even smaller, but more focused and engaged.
BuzzFeed’s Tasty videos are proof that “foodie” channels are blowing up. By working within its ideal platform (Facebook) and having a keen understanding of its target audience, Tasty has ensured that its videos will continue to dominate the web. It’s no surprise considering consumers are hungrier than ever for food knowledge and culinary inspiration.
Not only is the Tasty marketing platform genius, it is also shining new light on the many ways consumers can work with their favorite ingredients to create delicious dishes in (what feels like) minutes. In fact, in a recent article about how college students interact with Tasty, an undergraduate from Seton Hall University said she “…loves watching these short videos for cooking inspiration,” and “…has tried many of the videos, but my favorite is the cheesy bacon egg cups.” This is pretty great news for ingredient brands looking to target their millennial buyer.