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- 1. By Tori Slattery By Tori Slattery
- 2. What is Tasty? “Hands-in-pan” videos Quick cooking and baking Generation Z and Millennials audience
- 3. Distributed Content Strategy • Inspired by Ice Bucket Challenge videos • Model for others • Spotlight on the food, not a person https://www.adweek.com/digital/buzzfeed-launched-tasty-as- an-experiment-its-turned-out-to-be-a-standout-star/ Owned Media Paid Media Earned Media
- 4. #1 content publisher on Facebook 1 million users 7 days after launch Tasty one top first run sold outPartnership with Walmart and Jet.com Mom vs. Chef and more shows coming soon
- 5. Facebook Success Quick, colorful, easy to consume and share Channels featuring recipes from other countries https://www.adweek.com/digital/buzzfeed-launched-tasty-as- an-experiment-its-turned-out-to-be-a-standout-star/
- 6. Snapchat Success • Discover section of Snapchat • Coverage across the world, in every demo https://www.adweek.com/digital/buzzfeeds-tasty-and-nifty- brands-are-joining-snapchat-discover/
- 7. Tasty has soled more than 1.5 million units since last March at Walmart. Tasty was the top most viewed brand partner on Facebook, with more than 1 billion views. Tasty has more than 9 million subscribers on YouTube. Tasty has averaged a total of 2.3 billion views every month on every platform since its launch in 2015. https://www.adweek.com/digital/buzzfeed-launched-tasty-as- an-experiment-its-turned-out-to-be-a-standout-star/
- 8. “It taps into a simple truth: People love tasty foods and the kind of foods that’s remind them of their childhood, comfort food, or food that reminds them of an experience.” (Frank Cooper, Buzzfeed’s chief marketing officer). http://fortune.com/2016/01/19/buzzfeed-tasty-proper-tasty/
Editor's Notes
- Tasty was created by Buzzfeed as its first “cooking” channel for Facebook. Quick cooking and baking hands on tutorials which are aimed at the attention spans of those who are Gen Z’s and Millennials.
- Wanted to test Buzzfeeds distributed content strategy and how quick videos were being viewed after IBC went viral. Tasty videos quickly became a successful model for other digital publishers.
- Tasty has utilized Facebook through the news feed scrolling option. Videos automatically play and can be viewed without sound. Are understandable to non English speakers. Tasty also has multiple channels which feature recipes from other countries. Partnered with Walmart to put cookware on store shelves.
- The discover section of Snapchat lets you watch videos, take quizzes, take polls, read articles, and see behind the scenes videos. The younger demographic will most likely view Tasty videos on Snapchat rather than Facebook. 70% of Brazilians watch Tasty on Snapchat-They want to grow the connection to other countries.