The day of the 300-page cookbook or watching Rachel Ray for recipes is over, but people still have to eat. How can companies modify their offerings to stand out in the digital age? This is something that Tasty has mastered. Tasty, a subsect of Buzzfeed, is a New York-based media startup who post recipes on Facebook. Their main page @buzzfeedtasty has 95,140,608 followers. They’ve grown so much that the company has segmented into various pages including, Tasty Vegetarian, Tasty Junior, and other Tasty accounts tailored to various foreign cultures (Tasty Japan, Tasty Miam, Bien Tasty, etc.).
So, what makes Tasty so appealing? They thrive on and understand the digital consumer. Just today in class I got tagged in a Tasty video by a friend, and just like that we found something to eat for dinner! Tasty videos are simple enough to make for even the most beginning of chefs, and their content is presented under 10 minutes with easy to follow along steps. They cater to an audience of on-the-go men and women and reach them on the social media platform where they already are. Their visual stunning content is easily shareable through Facebook.
Frank Cooper, BuzzFeed’s chief marketing officer best summarizes the spike in popularity by saying, “Tasty and Proper Tasty can attribute their success to two things: For starters, there’s the content. It taps into a simple truth: People love tasty foods and the kind of foods that remind them of their childhood, comfort food, or food that reminds them of an experience. But more importantly, Tasty and Proper Tasty have exploded on Facebook because the content is tailor-made for that platform.”
Though Tasty continues to stick with their social media strategy to share their delicious foods, they’ve also started making other entertaining videos. These include behind the scenes videos, videos of chefs creating weird flavor concoctions dreamt up by kids, and must-eat places around the world. The success of Tasty has inspired others in the food industry and it will be interesting to see where they go from here!