“We talk a lot about creative, but the key is the data,” Guy Oranim, CEO of First Media, told TheWrap
Top-down cooking videos, those quick tutorials recorded with an overhead camera, have become the bread and butter of First Media’s food brand So Yummy.
Despite competing with food giants Tastemade, Food Network, and Buzzfeed’s Tasty — all which have significantly larger followings across social platforms — So Yummy’s top-down videos consistently outpace its competitors.
On Facebook, where a majority of the viewing for these verticals take place, So Yummy averages 16 million views a video, according to Tubular Labs, which averages the number of views a creator receives on videos in the last 30 days. Buzzfeed’s Tasty is in a distant second place, with 2.7 million views and Food Network logs 755,000 views a video while Tastemade gets 225,000. Meanwhile on YouTube, So Yummy’s video posts average around 1 million more views than its competitor’s videos.
What’s the secret sauce?
Launched in 2016, shortly after Buzzfeed’s Tasty made the first splash into the top-down cooking pool, So Yummy premiered its own version of the cooking videos with a focus on quality over quantity.
Where Food Network posts 600 videos a month across its social channels…
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