The Tasty New Platform Where Your Business May Find The Recipe For Success
Thursday, July 6th, 2017
on behalf of Holyrood Partnership
How the increase in first person recipe videos could be the appetiser for you to discover the power of PR video for business
THERE’s something strangely satisfying about watching filmed-from-above videos that make dinner in super quick-time to upbeat music.
It’s probably the way they can so quickly make a recipe that looks professional-yet-doable – with the added bonus of no washing up.
Now more and more channels are taking on this style of video and Facebook timelines are crowded with recipe videos from “one pot bolognaise” to “Nutella stuffed Oreo brownies”.
What we are starting to see now is this style of video challenging the mainstream cooking shows in terms of the number of people tuning in.
Take shows like Masterchef for example. It still attracts well over 4m viewers who will devotedly watch each hour-long episode. That is a lot of dedicated viewing time. While videos on BuzzFeed’s “Proper Tasty” and “Tasty” channels may only last a few minutes at most (and many viewers may never get past the first three seconds), they can attract up to 10 million view each. Pretty impressive.
Equally impressive is that the book Tasty: The Cookbook, which is full of recipes featured in BuzzFeed videos, sold enough copies on a single site in two-months to make it one of the best-selling cookbooks of the year.
So how has Tasty managed to penetrate a market so saturated with cooking advice, celebrity chefs and recipe books?
First of all the videos are so easy to access. Instead of sitting down to an hour-long episode, played at a specific time, these bit-sized films sit on a platform where people are looking to be distracted, are usually less than two minutes long and can be watched at any time the viewer pleases.
The videos get to the point quickly while creating delicious looking dishes in a way that makes it seem like anyone can do it. It is quick and simple to share these recipes with your friends too by either tagging them in the post, or sending them via Facebook messenger.
What does this mean for business?
People are increasingly turning to these videos, which says a lot about the ever-decreasing attention span of the average individual. This emphasises the importance of being able to make your point quickly.
While food videos may be one of the biggest draws online, almost any business can benefit from telling its stories well in short video format. There are plenty of customers and potential customers who want quick, engaging, snackable information about what you do and why you do it.
As viewers of the Tasty channel have shown, online viewers want to get to the point of the video in less than 90 seconds and then continue scrolling to whatever captures their attention next. That success further emphasises the how social media platforms like Facebook can be useful for promoting goods or services.
If you can create engaging video content that gets to the point quickly, promotes something people want and can get simply and quickly, then sharing that on your website, blog and platforms like Facebook and Twitter can bring benefits for your business.
Remember, it’s unlikely any business video will reach 10 million viewers, but that’s not really the point. You don’t need your video to appeal to everyone and anyone. You want video that will help you reach the right audience for your business.
Of course, if it was easy to produce video that genuinely cuts through, then everyone would be doing it. In fact, spotting the story in everyday material is a much bigger challenge than it sounds. Finding the right people to appear in your video can also be testing. Chances are it won’t be the person within your business you first think about.
Then there’s the expertise that goes into planning, shooting and editing your video, the process is as quick and efficient as possible, while still ensuring the final product is something you can be proud of, while getting maximum value for money.
For example, if you are a legal practice, engineering company, retailer or cake maker, why would you want to divert a member of your own team and have them invest huge amounts of time wrestling with the intricacies of cameras and editing software? Surely it’s a better option to bring in tried and tested expert to minimise the demands on your team’s time, so that they can instead focus on what the do best: taking care of your business.
The team at Holyrood PR have helped our clients rack up millions of online video views for businesses as diverse as house builders, utilities, councils, engineers, telephone providers and many more beside.
You can see the range and diversity of our work at our YouTube channel and below, we’ve also embedded a short video which shows 10 different ways your business could use video to help tell its story:
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