- Here's how BuzzFeed went from a digital media giant
to securing a deal with Walmart and generating
over $250 million in cookware sales
from their food-focused sub-brand Tasty.
In this video, we're gonna dig
into how they built Tasty's digital presence,
built a fan base, and all of the strategies behind it
so that you too can build your brand
through a video and increase sales of your product.
We know that people love Tasty.
And when you look at their content,
the first thing you notice, other
than their mouthwatering food of course,
is the length of their videos.
When Tasty first started posting videos online,
they focused on quick and concise videos that lasted
from 30 seconds to two minutes.
This was great for capturing and keeping
the audience's attention.
Most of their recipe videos are also very fast-paced,
have energetic background music,
and include overhead visual step-by-step instructions.
People get really bored easily
and I think Tasty has done a great job
with creating very cool how-to content
that doesn't bore their audience, and it's highly engaging.
Along with the great visuals and production,
they're also focusing on easy-to-follow recipes
that people can quickly make.
I think that's huge in this day
and age because people just don't have the time
for long recipes anymore.
Tasty tapped into this market
by delivering to the audience exactly what they wanted.
Some of their recipes have been quite questionable
in the past, but that's honestly just another great tactic
to getting views and engagement.
All these different factors contribute
to why Tasty content has been liked,
saved, and shared by millions of people online.
Tasty currently has over 106 million followers
on Facebook, over 20 million subscribers
on YouTube, and over 42 million followers on Instagram.
That's a lot of people watching.
Right now, video content is all the rage
and having a good video marketing strategy is crucial
to making revenue online
and getting your content off the ground.
If you're creating any video content online,
you have to understand the different phases
to a successful piece of content.
In HubSpot's Video Marketing Starter Pack,
we go over the attract, engage, and delight phases
that will help you better understand video creation.
We even walk you through a list
of equipment you can use to create high-quality videos,
how to optimize your video content on different platforms
like YouTube or Vimeo, and so much more.
This starter pack is completely free.
So make sure you check out the link
for in the description box down below.
So I told you
about Buzzfeed's video strategy to grow their brand,
but now let's look
into their unique and super smart partnership with Walmart.
In 2017, BuzzFeed decided it was time to expand
from their primarily ad-supported business model
and sell physical products.
With their current video strategy
they were bringing in a lot of money with ads,
but they wanted to find additional sources of revenue.
And then in 2018, BuzzFeed
and Walmart announced their Tasty line
of cookware partnership sold exclusively at Walmart.
This move was great for both brands
because they could each benefit greatly
from this exclusive deal.
Walmart would benefit because
of BuzzFeed and Tasty's online reach,
which would drive many new Millennial consumers
to their stores, and BuzzFeed would also benefit
from the retail sales, having a deeper relationship
with Walmart for more strategic partnerships in the future.
The Tasty cookware line includes a multitude
of products ranging in price from $4 to $99.
This partnership was a huge success.
And within just one year
of the launch, over 4 million items were sold.
So what's BuzzFeed's secret?
How were they able to turn their digital content
into a physical product that people could buy?
The short answer is good marketing, good timing,
and good products.
Identifying their audience's pain point
and acting on it before it was too late was key.
What was that pain point, exactly?
Making it easier for their audience to cook
their favorite Tasty recipes at home
by giving them all the tools necessary.
Even if people have never seen a Tasty video online,
their cookware line is very bright, colorful, and appealing
for all cooks.
The Vice President for Walmart's Cook and Dine Division
said in a statement, "Like Tasty viewers,
"our customers are looking for inspiration
"and want to have a little fun in the kitchen.
"Through our unique partnership,
"we're making it easier than ever to do that."
Tasty cookware continues to fly off the Walmart shelves.
So it's safe to say this partnership was a success
for the two brands.
Have you ever used any cookware from this line?
What marketing and video strategies would you add
to your current plan to grow video views?
Comment down below and let me know.
Thank you guys for watching this video
and I'll see you next time.
Bye.
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