Tastemade is expanding into home and travel videos
After getting to 2 billion monthly views with food videos, Tastemade is expanding into the travel and home categories.
Early this month, Tastemade launched two new channels, Tastemade Home and Tastemade Travel, on Facebook and Instagram. Tastemade said it’s committing to making more than 150 hours of content over the next 12 months for these channels, which will soon be available on other platforms, including YouTube, Tastemade’s apps for Apple TV and other connected TV platforms. The home and travel content also will be available on Snapchat, where Tastemade has daily Discover channels in the U.S., U.K. and France.
“It’s always been part of the plan,” said Tastemade co-founder Steven Kydd. “We started with food, because honestly in the first few years of the company, we wanted to focus on building a real high-quality consumer brand. Once we had achieved that outcome, then we thought it would be the right time to expand into new verticals.”
Tastemade said it now has 200 million unique viewers and 2 billion views per month across its platforms. A significant majority of those views are happening on Facebook. For instance, Tastemade’s main page on Facebook eclipsed 500 million video views in September, compared to 2 million views for its main YouTube channel last month, according to Tubular Labs.
Similar to competitor BuzzFeed with its Tasty vertical, Tastemade found a big audience for its food videos, especially overhead recipe videos, on Facebook. Variations of the format, such as Tastemade’s “Tiny Kitchen” series, have also done well on Facebook and Instagram, with individual episodes regularly getting millions of views. For Tastemade, the home and travel categories are a natural extension of social food videos, which has become a crowded category with BuzzFeed, Insider Food and others piling in.
For Tastemade Home, the company hired Amanda Dameron, formerly editor-in-chief of Dwell magazine and a print editor and later the first online editor of Architectural Digest, to lead content efforts. Initially, Tastemade said it will create content such as tours of interesting home and room designs, do-it-yourself hacks and other social content that would be relevant for younger viewers.
Tastemade will also produce shows. For Facebook’s Watch, Tastemade is making “Safe Deposit,” which focuses on home improvements that can be done in a way where people can get their safety deposits back. “That’s a different approach than saying, ‘Hey, let’s renovate this house,’” said Kydd.
Some of the shows will be made for advertisers. Zillow is a launch sponsor for Tastemade Home, which is offering three branded series to start: “1 Room, Different Ways” (tips for transforming rooms in several different ways); “Spotlight” (tours of dream-worthy homes); and “Big Ideas, Small Spaces” (hacks for small living spaces).
Tastemade Travel will feature episodic shows, including the countdown-style “Do Before You Die” and “In the Shadows Of,” in which Tastemade spotlights famous landmarks around the world. Tastemade has already been experimenting with travel-themed content, which garners 30 million views per month, according to the company.
Content for both Tastemade Home and Tastemade Travel will be supported by the company’s centralized production and programming teams.
“We’ve built an organization and platform over the last several years that allows us to create high-quality programming at scale around the world,” said Kydd. “With that in place, adding a new vertical becomes infinitely cheaper, faster and scalable.”
Image via Tastemade
Member ExclusiveFuture of TV Briefing: Paramount+’s advertising pitch leaves some buyers hesitant
Buyers say there are still many unknown details about the audience of Paramount+, especially going up against multiple other streamers.
Member ExclusiveFuture of TV Briefing: TV’s upfront advertisers hold tight
TV advertisers have largely kept their upfront commitments rather than cancel a large percentage of their ad buys.
Member ExclusiveFuture of TV Briefing: Streaming services count on content to keep subscribers acquired in 2020
Typical subscriber retention tactics like discounted renewal offers and email reminders are fine, but streamers find that what matters most is whether subscribers have enough shows to watch.
SponsoredShoppable content is reshaping brand and publisher relationships
In recent years, brands and publishers have adopted affiliate marketing as an increasingly established method to audiences. However, what may seem to be a mutually beneficial arrangement between brands and affiliates on closer scrutiny reveals itself as a solution that comes with challenges. Meanwhile, the emergence of content commerce is opening different approaches to matching […]
Smart TVs have become the new front in the connected TV platform battle
As smart TVs' share of video viewership has grown, so has their prominence in the connected TV distribution and ad markets.
Member ExclusiveFuture of TV Briefing: Hollywood returns to production as stay-at-home orders, advisories lift
Hollywood has returned to set — although, it hardly left. In November, industry workers were classified as essential workers and thereby exempted from stay-at-home orders.