Like many of you, often, I scroll through my Facebook newsfeed when I’m bored or looking for a way to waste time. Over the years, I’ve seen an increasing number of recipe videos popping up in my feed. The short, easy videos that make you crave sweets and comfort food started with Tasty, a production of BuzzFeed Video.
BuzzFeed launched Tasty, as way to appeal to the niche audience of food lovers, with a series of how-to videos. A few months after launching, Tasty was consistently among the most popular Facebook publishers with 52 million likes and 2.2 billion views. So what exactly makes Tasty so popular on Facebook?
Simple and Relatable Content
The videos feature mouth-watering recipes that are easy to make which is appealing to the audience. The simplicity of the videos is far from the recipes you find in cooking books or watch on cooking shows. Rather, the food is quick and easy to make. The videos are short enough to hold the audience’s attention, yet long enough to tell a story. Most of the videos are less than two minutes long and are fool proof. Viewers save, share, and like the videos because the straightforward recipes are manageable with people’s busy schedules. The magnitude of users sharing videos speaks to the fact that users really enjoy the content, which encourages BuzzFeed to create even more Tasty videos. Overall, the content appeals to the audience because it speaks to their needs and desires.
As most of you have realized by now, Facebook videos that are featured in your newsfeed play automatically when you scroll over them and they are muted unless you turn the sound on. Tasty videos take these Facebook features into account given the recipe steps start immediately and have captions to tell you the ingredients and measurements.
Additionally, because Tasty videos are posted directly to Facebook, viewers do not have to click away from the site in order to view the videos. BuzzFeed could have chosen to post links to drive people back to BuzzFeed; however, this would deter many users from watching the content. Fortunately, posting directly to Facebook actually benefits Tasty. Facebook’s algorithm favors content that keeps users on the site, instead of directing them elsewhere. Also, Facebook will feature the videos more depending on the number so likes, views, and shares the videos achieve.
Knowing Your Audience
Tasty videos were created for a niche market – “foodies.” The content targets a younger audience, thus the recipes needed to match their tastes. However, when the size of the audience increased, Tasty decided to narrow it down by creating more specific sub-pages. For example, Proper Tasty focuses on British recipes.
Tasty has expanded beyond Facebook to Twitter, Instagram, Pinterest, and YouTube. The additional social media platforms increase the reach of the content, while simultaneously growing engagement.
I think we can all agree that social media has had an impact on our attention span. Users want news, sports, and entertainment to be available in shortened, easy to consumer forms. As a result, social media has changed the way we cook.