Secret Sauce behind Buzzfeed's Tasty Cooking Series Success
Have you ever considered how cooking can be a game-changer in the social media space? BuzzFeed’s Tasty series is a prime example of how food content can captivate audiences and drive massive engagement. In less than a year after its launch, Tasty became BuzzFeed’s most popular Facebook page, amassing over 55 million likes and dominating social feeds with its quick, engaging recipe videos.
If you haven’t had the chance to check them out, here are the top 10 “Tasty” cooking videos that will leave you drooling. But more importantly, let’s break down why Tasty has been such a massive success and what we can learn from it.
Lesson No. 1: Tap Into the Right Subculture and Audience
Understanding your audience is crucial in content creation, and Tasty nailed this by identifying the perfect niche. According to the research by Millward Brown Digital, Firefly and Google, nearly half of all adults watch food videos on YouTube. However, millennials (ages 18-34) are the most engaged audience, consuming 30% more food-related content than other demographics.
By focusing on short, visually appealing recipes that cater to busy millennials—who love cooking for social occasions but don’t want complicated instructions—Tasty successfully captured an audience eager for inspiration and entertainment.
Lesson No. 2: Provide Clear and Concise Assistance
Beyond reaching the right audience, Tasty ensures that its content is incredibly easy to follow. The videos are usually under one minute, featuring a step-by-step breakdown of recipes with no unnecessary commentary.
This format is perfect for:
- People looking for quick meal ideas
- Aspiring home cooks who want simple, no-fuss guidance
- Social media users who prefer visual over textual learning
Whether it’s a baking hack, a trending appetizer, or a comfort-food classic, each video provides instant value. By making cooking feel effortless, Tasty has turned viewers into active participants in the kitchen.
Lesson No. 3: Mastering the Aesthetic of Viral Food Content
In the age of Instagram and TikTok, aesthetics matter—and Tasty has set the gold standard for food content. The videos follow a simple but highly effective visual style, characterized by:
- Top-down camera angles that make it feel like viewers are cooking along
- Bright, colorful ingredients and tools to create eye-catching visuals
- Fast-paced, stop-motion sequences that keep attention spans engaged
Every frame is carefully choreographed to be both practical and visually appealing, making each video instantly recognizable and shareable. This seamless combination of style and substance is what keeps audiences coming back for more.
At the end of the day, Tasty isn’t just about food—it’s about creating an immersive experience for the audience. The brand understands that social media success isn’t just about what you create, but how it makes people feel.
By offering:
Relatable and entertaining content
Easy-to-digest formats tailored for busy users
A visually satisfying experience
Tasty has transformed simple cooking videos into a social media empire.
Whether you're a content creator, marketer, or food lover, there’s a lot to learn from Tasty’s strategy. Think about how you can apply these lessons to your own content—whether it’s food, fashion, travel, or tech. Now, time to roll up your sleeves, get creative, and start cooking!