By Joanna Miller, PR & Social Media Account Supervisor
March 07, 2017
You don’t have to work in food marketing to know that recipe videos have taken over the internet. And you don’t even have to be an experienced home cook to enjoy them. As a source of inspiration, education, and entertainment, recipe videos are popular with everyone from aspiring chefs to anyone who simply loves to eat, and they are a great way for food brands to engage with fans on social media.
If your food brand hasn’t joined the recipe video movement, chances are, you’re eager to do so. But before the cameras start rolling, spend a little time strategizing and consider these five ways to maximize your recipe video content and get the best results.
- Identify clear goals and objectives.
In the rush to capitalize on the recipe video trend, it’s tempting to jump into production as quickly as possible. Especially if you’re just getting into video. But don’t worry: the vast popularity of video content isn’t going anywhere, and a little strategic planning can make a big difference.
What do you hope to achieve with your video content, and how will it fit in with your overarching social media strategy? Are you looking to drive traffic to your website’s recipe collection or do you want to engage consumers within a social media platform? The answers will help shape your video content choices. Simple “non-recipe” recipes can be consumed easily without requiring any additional clicks.
With this video, viewers have the option to click through to a full recipe, but it’s simple enough that it could be recreated at home from the video alone.
- Utilize existing resources.
Video recipe content is in high demand, but chances are you don’t have to start from scratch to create it. If you have already invested in recipes that highlight your product, you probably have some great potential video content on hand.
Try looking at your existing recipes as objectively as possible. It’s easy to think of these assets as old or stale when you work so closely with them, but consider how much content is constantly served up to users on social media. Most likely, at least some of your existing content can be repackaged to make it new and fresh for your fans. Video is a great way to do this.
This video repackaged an extremely popular recipe in a new way and helped it reach an even bigger audience.
- Carefully consider recipe elements.
Once you have identified recipes (new or existing) for your video content, take a close look at all the components and steps involved. A recipe that may seem simple for everyday use could pose unexpected challenges when executed for video.
The number of ingredients is an obvious place to start, but also think about how those ingredients will be displayed and whether they require any advance prep. A lot of work can be lurking in that ingredient list. For instance, if a recipe calls for “2 chicken breasts, butterflied,” can you assume a viewer knows how to do that, or has an accommodating butcher to help them out? If you’re going to demo that process in your video, think about how many steps are involved. Will you need to show multiple angles to best demonstrate the process? Are you set up for a multi-camera shoot?
Does the recipe require something to be chilled or baked for long periods of time? If so, can you move on to other videos or projects while you wait? Also think about how many times you’ll need to change surfaces or place new elements (cutting boards, mixing bowls, baking sheets) into the frame. The best way to do this is with a simple shot list that maps out every step.
- Make your footage work even harder.
At this point, you’ve shot a few videos, shared them on social and your fans are busy hitting the like button and begging their friends to make the recipes for them. Way to go! You’ll want to keep posting videos to keep engagement up, so look for ways to repurpose footage whenever possible and maximize your content budget.
Remember that pesky butterflied chicken? Well, if you went to all the trouble to shoot and edit the process, why not show another way to prepare it in a new video? If you keep the styling cohesive, you can reuse that prep footage and add it to your new video. You can also compile edited versions of previous videos into recipe roundups for new seasonal and holiday content.
The same prep footage was used in these two videos – one for an easy cheese pairing, and the other for a seasonal cheese board how-to.
- Look for new ways to share.
Your video content doesn’t need to be limited to Facebook and other social channels. Think about other ways to utilize these videos. Why not share a screen grab of a recipe of the week in your e-newsletter? Or incorporate videos into media materials? Perhaps they could help engage potential customers in your trade show booth or at in-store demos with a simple iPad setup. Footage from a video can also sometimes be repurposed into a gif or broken out into multiple images for a step-by-step Pinterest graphic.
Looking to expand your video content this year? We’d love to help! Leave a comment below, or email us at firstname.lastname@example.org to get started making custom recipe video content for your brand.