More than ever food lovers are turning to easily digestible video content for food making inspiration and to extend their culinary know-how. Whether that's finding out how to create perfect pork crackling or how to make vegan brownies, watching a video is often easier to take-in and remember than reading a recipe.
Cooking shows have proved immensely popular in the last ten years, inspiring a generation of young eager foodies. And it's the Millennial Generation who are going online to learn more about cooking styles and techniques. It's like taking a fast-tracked cookery class without having to part with any money.
And it's no surprise then that many amateur cooks, food bloggers and big-name chefs are capitalising on this interested market, creating their own food channels and videos that are quick, fun and attractive to watch. They know the importance of keeping pace with technology and giving online users the personal experience they like. To date the main way these content creators are making money is through revenue from video ads.
Top Irish foodie website I Love Cooking is shaking things up with their range of easy to follow recipe videos which go one step further by letting consumers purchase ingredients directly from the video. I Love Cooking offers up a range of easy to follow recipes for all budgets, diets and preferences. After registering for a Taggled Business Account, they have turned their 'how-to' videos into sleek interactive viewing content. Recipe videos like 'How to Make Pizza Dough' are now fully branded and shoppable for viewers. In just two months this hugely popular recipe video has had a 43% click-through to purchase rate, demonstrating that food lovers like the convenience of being able to buy ingredients from online retailers directly from a video.
In the ever-crowded online video world were it is getting increasingly more difficult to get videos seen and to earn money from them, creating a shoppable video experience for consumers can help on both accounts.