Recipe for Success
ADWEEK|August 20, 2018

How Buzzfeed’s Tasty Went From Experiment To Stand-Alone Star.

Sara Jerde

Tasty struck while the Facebook pan was hot.

It started as a way of testing BuzzFeed’s distributed content strategy when those Ice Bucket Challenge videos were going viral three years ago. Since then, it’s become a model for how digital publishers can create mobile-first videos, monetize that content and diversify revenue.

“They kept evolving as food became such a passion point for this younger millennial/Gen Z base,” noted John Wagner, group director and head of published media at PHD. “They’ve just done the right things by the right people constantly.” The videos are quick, colorful, easy to consume and share, Wagner explained. All of that appeals to a new generation of viewers who crave snackable content.

“We’re always thinking about not just generating traffic but reaching [our audience] in a real way,” said BuzzFeed CEO Jonah Peretti.

Take Tasty’s three most popular videos: how to regrow fruit from your kitchen, four ways to do sliders and churro ice cream bowls.

Not only has Tasty popularized the so-called “hands-in-pans” video, but it also quickly secured advertisers and partners.

“They started to differentiate themselves by expanding into more licensing and retail efforts. Creating their own line of Tasty products and partnering with key retailers makes them an even more attractive partner to clients and agencies alike,” said Whitney Smith, director, digital investment, Mindshare North America.

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