BuzzFeed - Tasty Video Series
Tasty began as an experiment to identify viral video content on Facebook. Its success demonstrated the power of platform-specific content, leading to the creation of spinoffs like "Proper Tasty" and "Tasty Demais" to cater to niche audiences.
The series achieved massive success on Facebook, amassing over 100 million followers by December 2019, and becoming a standalone brand with various international versions and product lines.
The primary audience includes millennials and social media users seeking quick, easy-to-follow recipes, as well as individuals interested in visually appealing cooking content.
TARGET AUDIENCE
About the
Campaign -
Tasty began as an experiment to identify viral video content on Facebook. Its success demonstrated the power of platform-specific content, leading to the creation of spinoffs like "Proper Tasty" and "Tasty Demais" to cater to niche audiences.
Core Theme of the Campaign -
1. Platform-Specific Content: "Tasty" videos were crafted specifically for Facebook's autoplay feature, capturing users' attention with short, sound-optional content.
2. Visual Appeal: The overhead, fast-motion filming style presents recipes in a clear, concise manner, making them easy to replicate.
3. Broad Reach: With over 100 million followers on Facebook by December 2019, "Tasty" became one of the platform's most popular pages.
4. Brand Expansion: The success of "Tasty" led to international versions and product lines, including kitchenware and a cookbook.
5. User Engagement: The approachable content encourages high levels of engagement, with users frequently sharing videos and attempting recipes.
6. Monetization Strategies: Beyond ad revenue, "Tasty" expanded into product collaborations, such as kitchen tools sold at major retailers.
7. Content Evolution: While maintaining its core format, "Tasty" experimented with longer-form videos and celebrity collaborations to diversify content.
8. Influence on Other Brands: The series' success inspired other brands to adopt similar video formats, showcasing the impact of "Tasty" on digital content trends.