Goal: Work with BuzzFeed's Product Marketing Team to research, develop, and design a Go-To-Market strategy for BuzzFeed and its properties. Highlight the company's success stories to demonstrate the power of BuzzFeed's audience reach to potential brand partners.
BuzzFeed Tasty Brief: How Tasty Stacks Up
The love child of BuzzFeed Motion Pictures and BuzzFeed Food, Tasty is BuzzFeed’s short-form cooking video channel purposed to share delicious recipes in snack-sized videos. Having set the standard for all things food-related on the internet since its launch in July of 2015, Tasty has accumulated more than 60 million followers across global social media platforms—the largest follower count of its kind with more than three times the following of its biggest competitor Tastemade, which was created three years earlier. Tasty’s rapidly increasing popularity generated a worldwide demand, sparking the creation of international versions of Tasty in the UK, Spanish, French, German, and Brazilian markets, with plans to expand to several more countries in the near future. Unlike Tastemade, which presents international foods on a single splash page, Tasty expanded into Proper Tasty, Bien Tasty, Tasty Miam, Einfach Tasty, and Tasty Demais, each with its own dedicated team of people producing unique content targeted specifically towards their respective international audiences.
Though both share similar goals in terms of their content, Tasty sets itself apart through superior format and strategy that BuzzFeed has successfully implemented across its platforms. In contrast to much of Tastemade’s content, Tasty avoids distributing articles and videos to social media with intent to draw viewers back to a standalone website or external viewing mediums. Instead, it exists exclusively on social media networks and publishes content formatted and tailored exclusively for the platform it’s being viewed on—the same recipe that is a minute-long video on Facebook is a longer widescreen video on YouTube, a 15-second square video on Instagram, a 10-second Snapchat Story shot in portrait, and so on. By customizing content and spanning across nearly every platform imaginable, Tasty becomes so incredibly accessible, increasing consumer satisfaction and appeal. The strategy to keep audiences on their preferred social media platforms by delivering content directly to consumers’ news feeds makes Tasty content more conducive to sharing, increasing its viral lift. With this enormous, widely tailored global spread, BuzzFeed has an incredible consumer reach with which it can share native ad content it creates for its partners, a groundbreaking method of advertising that proven its efficiency.
BuzzFeed’s dedication to observing the entirety of the internet and social sphere drives a culture of adaptability that remains unmatched by its competitors. Content creators strive to understand metrics collected from their content to learn what it is that makes popular content popular and what to avoid. By utilizing BuzzFeed’s revolutionary insight tools like Pound, Tasty creators know what their target audience wants, not only in different world markets, but across various social networks, as well. With this knowledge, Tasty has succeeded in consistently putting out content after content that its audience loves, gaining hundreds of thousands of shares and an enormous viral lift on every piece within hours, a feat that Tastemade has yet to accomplish to the same extent. Despite Tasty’s outrageous success, BuzzFeed’s passion for innovation and commitment to quality only sets sights higher for the future of Tasty.
Contributors: Stephanie Alechman (Marketing Manager), Alexander Chung (VP of Marketing), Anthony Duong (Marketing Designer), Liz Kim (Marketing Manager), Rahul Kothari (Marketing Intern), Osei Kwakye (Assoc. Director of Marketing), Jennifer Veras (Marketing Manager).