15 months ago nobody knew about BuzzFeed`s project Tasty with amazing and really appetizing videos. There were 52 million followers on Tasty. Now 73 million users like Tasty page on Facebook, it has 1,7 billion video views and each post collects about 22,8 million views per the first 30 days. What is the secret of success?

It`s amazing that Tasty`s characteristics on Facebook page are rather better than BuzzFeed`s, 4,7 million views and 1,1 million views per video similarly. According to Tubular Labs, Tasty accounts for 37% of BuzzFeed’s video views. Also, it`s the only one public in Food Genre which has entered in «Top Facebook Publishers September 2016

Food Porn. Buzzfeed Tasty

Then BuzzFeed is proud of its wide range of videos. Led by Ze Frank, BuzzFeed has Tasty and DIY spinoff Nifty which have generated 747 million views on Facebook in September. By the way, NBCUniversal has been doubling its bet on BuzzFeed by investing another $200 million. In the same time, the most popular blog Tasty is creating different «location» and specific pages because of a growth of fans and followers around the world as Proper Tasty for The United Kingdom or Tasty Miam for France.

Food Porn. Buzzfeed Tasty

Food Porn. Buzzfeed Tasty

Tasty doesn`t stand still. Despite it`s very famous by videos with delicious, savory and yummy recipes, the platform is developing itself day by day. For example, it launched «Tasty Story,» new series in which great chefs and celebrities like Duff Goldman or Martha Stewart share their favorite recipes. «We’re in development for more Tasty video series; this is one of the first,» said Ashley McCollum, general manager of Tasty. «Expect to see a lot more Tasty shows in different formats.»

Moreover, Tasty posts son Facebook some food photos with daily recipes and «fast cooking» advice which are bright and appetizing too.

Food Porn. Buzzfeed Tasty

Food Porn. Buzzfeed Tasty

Now Tasty on Facebook is more popular than Beyoncé – it`s a true success. In one of recent interviews Ze Frank said that it`s the fastest-growing part of the BuzzFeed Entertainment in terms of monetization. «Tasty is made for brands,» he added. So, Tasty has been the star of BuzzFeed’s presentation at the 2016 NewFronts and has gotten its own segment on NBC’s «Today Show.»

«Certainly you can find a lot of efficiencies by working with multiple smaller publishers, but because of their astronomical growth, they’re in the top tier of food publishers,» said Pedro Rodriguez, director of social strategy and influencer in digital for Horizon Media. «Plus, the investment BuzzFeed has made in Tasty overall — like the segment on the «Today Show» — make it possible to do larger-scale integrations, which not everyone is able to offer.»

It`s predictable that BuzzFeed uses Tasty to start up other brand businesses like Nifty and health- and wellness-centric Goodful. This decision is reasonable and doesn`t put pressure on people because all these blogs are interesting, esthetic and have something the same either visually or contextually. Also, all these projects are loved by people for a great sense of humor. «Viewership for Nifty has grown faster than Tasty`s rate,» McCollum said. Goodful, which has had 195 million views in September, is growing rather faster than Nifty.

«We have been able to crack something with Tasty, and now we’re able to franchise that out and bring it to other content areas that aren’t just straight food,» said McCollum. «We are thinking a lot about areas that are style- and food-adjacent. Having cracked this format and built a large audience allows you to expand.»

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