They concentrate on social media sites’ special features
and make fully use of them, such as Facebook’s Autoplay function. They are very
good at picking topics. How many meals do you need in a day? At least one meal.
Most people need 3 meals a day, breakfast, lunch and dinner. As a result, food
is a theme that cannot be inevitable in dairy life. People would also be
interested in food because of it necessity.
Over 20 days passed, let’s look at the changes of some
important data around Tasty videos.The number of followers on Tasty’s Facebook page has become
83,402,665. There are over I million new followers in contrast to the data
gathered in February.
March
February
On Instagram, the followers of @buzzfeedtasty now are 9
million, which is 0.6 million more than that in February.
In Google Trends, the tendency of BuzzFeed Tasty is quite
similar with that in February. The whole trend of the topic is still upward.
March
February
When we look at the topic BuzzFeed tasty in Social Mention,
we can obtain such snapshots.
The first and second snapshots were gathered on Tuesday,
March 21. The first one was at 3PM and the second was at 7:15PM. The strength enhanced
from 50% at 3PM to 75% at 7:15PM. People are more likely to watch and search Tasty
videos when it is time for dinner. The third snapshot was gathered on
Wednesday, March 22 at 12PM. The strength of the topic is 93%. The reason of
the high strength may be that people are likely to plan their weekend food menu
on Wednesday at lunch because it is the median day of a week and people may be
tired of the routine work.
Strengths:
Tasty videos simplified the complex cooking procedures by
some editing tactics, such as fast-forward the repetitive process, emphasize
the main cooking steps and give brief explanations of ingredients.
First, video makers shoot the foods and ingredients
vertically so that the materials can be displayed more comprehensively and
audience can understand every step better.
Second, they make the clips from first person point of view,
which would attract audience attention and interests to watch. From this given
angle, audience will consider that it is themselves who are cooking. After they
finish a less than a minute video, they may even believe they can cook the dish
immediately (although most of them only know how to cook with eyes not hands!
hhhhhh). 
Third, they use the rule of thirds to keep you focused onthe center and have new ingredients or movement generally come from one of thecorners. They then line up their text with the rule of thirds as well, as shown
in the second image.
Fourth, Tasty makes videos with bright tone and simple words
explanations so that users could understand the videos even without sound. They
optimize one of Facebook’s most interesting features for videos named Autoplay.
The video posted on the Facebook can be played without sound automatically when
users browse the pages. People who is glancing over Facebook would be willing
to watch the Tasty video because of its convenience.
Weaknesses:
1. All the videos are made in the same way, with same tone and
same angle, which may cause fatigue and boredom.
2. Tasty video is short and fast, so people are willing to cost
a few seconds to watch it. However, the disadvantage of it is also obvious.
Such short video would not impress the audience and people would forget it
quickly.
3. Video makers chase fantastic visual effects more than flavors.
Sometimes audiences just see how beautiful and fresh the food looks but don’t
know how actually it tastes.
4. The videos lack some necessary background of specific
dishes. People never know what food is being made beforehand. What they know is
just an abstract video title like One-pot Sausage and Peppers Pasta. Audiences
watch the entire video then may realize it is something they would hate.
Recommendations:
1. People always like to collect recipes not matter whether they use it or not. How many recipes are there in your album? In the Tasty videos, ingredients are showed separately not together. The entire recipes should be presented and let the audiences to snapshot, which could make the videos more impressive. Just like what a Chinese uploader has done. After all, no one wants to watch the videos with a pencil. 
2. BuzzFeed could improve the audiences’ engagement
and cause groundswell by launching some online campaigns. For example, the "Share Your Tasty" could let the audiences share their special family recipes.
People could also share their products after they watch tasty videos. Some of
recipes and products would be selected and presented in the Tasty videos and
people with those selected recipes and products would be rewarded. In this way,
people would be encouraged to interact with BuzzFeed. BuzzFeed could also
collect useful feedbacks and improve the videos.
没有评论:
发表评论