Food videos are popular with the Brits and more so with the Americans with 37,000 food related videos uploaded to You Tube in the UK in 2015. Year on year the food video output is growing by 5%. This according to a report by the Internet Advertising Bureau.
And guess what? That difficult to reach millennial demographic (18-24) is the biggest consumer of food videos.
With food in the top 10 most watched video categories in the UK, it’s little wonder that the big brand investors in food video are Tesco, M&S, Waitrose and Sainsbury’s.
None of this surprises us at Mendip Media. We’ve been filming food videos with our brand clients for over half a decade and have watched as the big beasts of web food like FOODtube and SORTEDfood grow exponentially, nimbly navigating between You Tube, Instagram, Facebook and making a lot of money along the way.
Social media food video has bought innovation and fun into the kitchen (and out on the street).
The trad TV cooking show looks laboured beside its funky young cousin on the internet, which is why BBC’s MasterChef prospers …precisely because it’s not a traditional TV cooking show but a mix between game show and web format.
So where is food video going? With a 2017 report by Hubspot citing a Cisco statistic that global video traffic will make up 80% of all internet traffic by 2019, the scene is set for more growth and more interest in food video.
New formats and techniques combined with lower production costs for multiple video output will drive both food manufacturers and food retailers towards using more video in their marketing, both online, in display and for stakeholder presentation.
Mendip Media offers the smaller food producers a direct route to making their own collection of food videos, with the same level of service as expensive marketing as branding agencies but at more affordable price point.