millennials

Branding At Its Finest—Cult Brand: Buzzfeed Tasty

Unless you’ve been living under a rock for the last few years or are the last person on earth who doesn’t use Facebook, you’ve undoubtedly come across a Buzzfeed Tasty recipe video. You know the ones--bright, short videos giving you a birds-eye view of a cooktop or mixing bowl and showing a breakdown of a recipe. Continuing with our cult brand case studies, today we wanted to take a look at how Tasty has created a recipe for a fantastic content marketing strategy.

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Tasty may only be about three years old, but already their YouTube channel has more than eight million subscribers and a total of more than one and a half billion views. Yes, billion. The Tasty empire does fall under the Buzzfeed umbrella, which was obviously helpful in becoming the digital powerhouse it is today with their 163 million monthly readers, but Tasty also found a niche and jumped on it: food porn. Since its inception, Tasty has also expanded from mere videos to an app, customizable cookbooks and even their very own line of cooktops. And, as of March 2018, they are partnering with Walmart to sell a Tasty-branded line of cookware.

While instructional recipe videos have been around for a while now, Tasty also captured their target audience, Millennials and Gen Z, by coming up with recipes that might appeal to a younger palate. On their site, you can, of course, find simple seafood or steak recipes, but you can also find anything from Rainbow Hummus to Rosé Gummy Bears to Inside-Out Fried Chicken Tacos. Younger generations are all about being unique, so why not cook unique? Tasty also knows the attention span gets shorter and shorter with each new generation, so the videos average between 60 and 90 seconds.

Additionally, the production quality of the short videos is incredible. Bright colors on a clean cutting board or table top with the names of the ingredients popping up in the corner as the anonymous hands cook, chop or sauté away, all to the tune of upbeat house music. A link to the written recipe is also included with each video so the viewer can read the details for themselves. There’s just something addictive about watching someone cook or bake something in less than two minutes, but unfortunately, sometimes the finished product doesn’t always come out perfect the first time. From time to time, the brand will also share videos of just how many attempts it takes to get that final, perfect take.

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The videos are tailor-made for social media viewing and have become ubiquitous on the social media feeds of every millennial; and, thanks to Facebook’s autoplay, you don’t even have actually to click on the video to watch it--it just starts playing if you stop scrolling. With the addition of Tasty, it’s no surprise that Buzzfeed reaches three out of every five U.S. millennials per month.

At EMB, we are in constant awe of marketing giants like this. Check out our site to learn more about our services and take a look at some of the other cult brands we’ve highlighted.

 

 

 

 

Musings of a Misunderstood Millennial

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Every time I hear people state so emphatically, "Millennials are such a lazy and entitled bunch," I literally pause and play back my academic and professional career to date in my head--from studying hard in high school to earn a much-needed partial scholarship to the University of Houston because I knew my fellow immigrant parents couldn't pay for my college education; to running for SGA President while in undergrad and struggling to balance those immense responsibilities of governing as a student and keeping my GPA from declining; to pledging Kappa Alpha Psi Fraternity, Inc while pursuing the former endeavor; to fulfilling 1,700 hours of community service in DC public schools as a tutor, mentor and role model for inner city schoolchildren immediately after graduation; to working an entry-level job for two years all the while pursuing network marketing business opportunities part-time to earn extra income and help fulfill my family's dreams of attaining that elusive American Dream; to publishing multiple books in pursuit of that same goal; to daring to travel to the ends of the earth to pursue a global MBA and develop myself professionally and personally--and honestly, I'm insulted and offended by the hasty generalization and presumptuous condescension of that insinuation about my generation.

My point is not to bare my resume on social media because I know many of my peers who've also achieved much in their own right and some who've achieved even much more than me in their relatively young tenure on earth while facing and overcoming adversity. My point is to iterate that everyone--regardless of their generation--experiences their fair share of hardships while navigating varying economic conditions and societal and cultural realities. So, it's grossly unfair to be labeled one way or another, or for your intelligence, capabilities, successes, and contributions to the world to be disparaged, belittled or disrespected simply because people hold you only to the standard of their own (generational) frame of reference.

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Ultimately, it takes a sincere attempt to understand the realities that shape frames of reference that differ from our own for us to cease and desist from fanning the flames of divisiveness with such prevalent myopic rhetoric as, "Millennials are (insert popular negative stereotype)." And that's precisely what I'd encourage members of the generations that have preceded us to do. In the same vein, as we millennials evolve, so, too will we have to challenge ourselves to acknowledge, understand and come to respect the different frame of reference the next generation will possess as they come of age so to speak. Remember, to be old is not necessarily to be wise, just as to be young is not necessarily to be dumb. 

In conclusion, Enrich My Brand is a digital marketing agency founded by a millennial, largely run by millennials, and with millennials as our primary target audience. We take great pride in this brand positioning because we recognize the sheer size, rapid growth rate, and increasing purchasing power of this demographic. We also recognize that while (relatively) young, our place in society and the opportunity before us to have a significant immediate impact on the world around us are legitimate. In my personal view, now more than ever, it is incumbent on millennials to step up like the generations before us and usher in a new wave of creativity and innovation so as to foster further societal growth and development in global business, entrepreneurship, leadership, and public policy. Godspeed, my friends.

Yours truly,

Kenny, Chief Wordsmith