Buzzfeed tasty recipes series#
The team observed that one series of videos, which offered eating tips (think: “6 Fruits You’re Eating Wrong”), was doing especially well. Video viewership was increasing rapidly on Facebook at the time, thanks largely to its rollout of autoplay as a default setting for users’ news feeds. In the summer of 2014, his team was posting lifehacking videos to BuzzFeed Food’s YouTube channel, with the aim of seeing which ones went viral when they were posted to Facebook. Gauthier told me that the site began as an experiment. He’s based in Los Angeles and was in town to plan out Tasty’s next moves. He apologized for not knowing his way around. Tall and gaunt, he greeted me wearing a sunshine-yellow summer-camp shirt, his blond tresses woven into Heidi braids. To get a sense of how and why the company managed this trick, in March I met with Andrew Gauthier, an executive video producer and the creative brain behind Tasty, at BuzzFeed’s offices in Manhattan.
Tasty has done this, counterintuitively, by decoupling itself, to a strong degree, from the BuzzFeed brand. Most of the clips garner hundreds of thousands of likes hundreds, if not thousands, of comments and hundreds of thousands more views on YouTube. Its videos, which are about a minute long, have a simple aesthetic: a combination of stop-motion shots, simple onscreen instructions, and colorful ingredients and cooking tools. That exclamation now punctuates every video produced by Tasty, which has, in less than a year, become BuzzFeed’s most popular page on Facebook, with more than fifty-five million likes. As the bun landed, a drop of golden yolk slithered onto the plate. After piling layers of bacon, a fried egg, and bourbon-infused syrup onto a cheese-covered patty, a hand reached into the frame to add the top half of a tater-tot bun. In June of last year, Andrew Ilnyckyj, a video producer at BuzzFeed, was filming the preparation of the All Day Breakfast Burger.
A still image from the preparation of the All Day Breakfast Burger.
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