If you’re a social media junkie like us, you most likely have come across the wildly popular Tasty videos. Tasty is a division of the community blogging site, Buzzfeed, and posts videos daily to its Facebook, Twitter, and Instagram accounts. Tasty has become one of the most popular video creators, earning over 1.9 billion video views on YouTube, Instagram, Facebook, and Vine and the #1 spot on Tubular Lab’s most-watched video creators top 10 list in May 2016.
For many social media users, Tasty videos have become a lovable outlet for those who crave a mindless, enjoyable viewing experience. Many factors have contributed to Tasty’s massive success. For one, Tasty has a large presence on a variety of online and social platforms, offering viewers the ability to easily share videos with friends. With recipes like guacamole onion rings, stuffed chicken nuggets, and lasagna poppers, the videos contain drool-worthy content that engage viewer interest and further maximize shareability. With video length coming in around one minute, watching Tasty videos only require a minimal time commitment out of viewers.
Because of these factors, Tasty and similar video content have proven to be a valuable asset in online digital media. Like Tasty, Tastemade is a creator of short recipe videos that appeal to social media users. Tastemade is described as a bite-size equivalent to the Food Network for social-first viewers. It aims to set itself apart from competitors by maintaining high-quality content across all social platforms. Even then, Tastemade and its competitors face the challenges associated with trying to break through in the crowded space of online food-related digital media.
As Tasty, Tastemade, and other food-related digital content creators have continued to gain popularity in the online community, applications for this style of video content continue to expand. Tasty recently partnered with Charity: Water to create recipe videos that emphasize the need for access to clean water across the globe. At first glance, these videos appear to be typical of Tasty – depicting recipes for smoothie bowls, lemonade, and cornbread. However, instead of clean water, dirty water is used to make the recipes in the videos. At the conclusion of each video, viewers are presented with information about Charity: Water and its mission.
As social media platforms continue to diversify, the need to create engaging and shareable content is quickly growing. Viewers want interesting social media content that they can share with friends, so videos that fail to catch and maintain viewer interest tend to fall through the cracks. In the evolving digital media landscape, the lessons learned from the success of Tasty and Tastemade can be applied to digital marketing strategies. However, as the world of viral content continues to evolve and expand, it is important for video content to stand out among competitors. Tasty has proven the value of simple, engaging video content, so it is not surprising that video content creators will want to take a bite.