video platforms for culinary content creators
TRANSCRIPT
Video Platforms for Culinary Content Creators
By: Christina Michelle Bailey
Christina Michelle Bailey
• Digital strategy consultant
• Formerly with NBC Universal; Cox Media
• Background in content distribution
• Obsessed with media — particularly platforms which have emerged as important content destinations
• Publisher, DistributedBytes - a weekly newsletter exploring the distributed media landscape
• Serves over 8BN video views per day (May 2016)
• “Food” is a major driver of video views:
• Two of the top ten video publishers on FB in July were food related
• #3 Buzzfeed’s Tasty 1.7B views
• #9 Tastemade 650M
• Launched Live Video in August 2015
• Many content creators already have an audience on Facebook, so publishing video is a great way to entertain and provide value to fans
• Facebook Live videos are saved as permanent files - by publishing live you are creating permanent assets
WHO’S USING FACEBOOK?• Alton Brown was the first to do a live cooking demo on Facebook
• Martha Stewart has embraced FB Live, has published over 2 dozen live videos since launch, some of which have garnered over 500k views
• Nom Nom Paleo / Michelle Tam, Camille Becerra, Deliciously Ella
• TECHMunch sponsors! Got Milk, Fairytale Brownies and Blendfresh
MONETIZATION• Major publishers part of a program to share ad revenue
• Smaller publishers, bloggers limited to:
• Using FB as a channel to promote products: books, food items, kitchenware
• Product placement: Charge advertisers for mentions and product placement in your videos
• Purchased by Amazon in 2014 for $1BN
• Gained popularity as a live streaming video platform for gamers
• Recently expanded by launching a “Creative” channel for content creators
• Creators include artists, musicians, jewelry makers, computer programmers, fashion designers, chefs
• Launched a cooking channel in March 2016 by broadcasting all 201 episodes of Julia Child’s “The French Chef”
WHO’S USING TWITCH?• Over 100 cooking channels exist
• Most popular is Cooking with Noobs
• Broadcasts 5x per week at scheduled times
• Over 13k followers
MONETIZATION• Revenue share on ads sold by Twitch
• Subscriptions: offer special access/features for subscribers
• Donations
• Product placement: Charge advertisers for mentions and product placement in your videos
FUN FACT
Mukbang, the social eating phenomenon that started in Korea, is starting to invade the U.S.
In July, Twitch launched a “Social Eating” channel
Go to twitch.com
Enter #socialeating
• Launched in March 2015 by YouTube co-founder Steve Chen
• Positioned as the “Twitch for Foodies”
• Backed by PSY (of Gangnam Style) and Jared Leto (amongst others)
• Provides some savvy production tools; enables creators to incorporate gifs, images and other videos into broadcasts; supports use of multiple cameras
WHO’S USING NOM?• Master Sommelier Yoon Ha of Benu in San Francisco
• Pastry Chef Joanne Chang
• Tim Hollingsworth of Otium in Los Angeles
• Michael Tusk of Quince in San Francisco
MONETIZATION
• Likely ad supported
• Other TBD??
• Rivals Facebook with over 10BN video views per day
• Now is the 3rd most popular social network (after FB & IG)
• Touts a highly engaged audience
• Is the hot social network of the moment
• Content is ephemeral! “Snaps” disappear after 24 hours
• Primary user base is 18-24 yr olds … but use by 25-35+ is growing
WHO’S USING SNAPCHAT?• Alton Brown
• Chrissy Tiegan
• Pop Sugar food host Brandi Milloy
• Dan Whalen of The Food in My Beard
• Gaby Dalkin of Whatsgabycookin
MONETIZATION• Product placement, mentions, sponsorships
• NOTE: The FTC requires sponsored content published by influencers to be labeled as such!
• Owned by Twitter, broadcasts show up in Twitter feed• Some content creators starting to gain traction by
including a Paypal link in their bio for donations• Twitter betting big on “live”
• A video powerhouse — but notoriously difficult to generate meaningful revenue through ad rev share
• More emphasis on LIVE is coming — YouTube incorporating “Google Hangouts on Air” into YT 9/12
• Photo-heavy network becoming more video focused• Launched support for longer video last Spring• Launched Snapchat-like “Stories” this month - create
montages of photos/video that disappear
A Changing Landscape …
Considerations• What is my target audience?
• Where do I have the most followers?
• What’s the purpose of my videos?
• What functionality do I need?
• Which platform(s) provide the features that I want and enable me to reach the greatest number of fans?
Thank You!Christina Michelle Bailey
@cmb13