Food Tube launched as a You Tube food community in January 2013 and has over 2.6m subscribers*. It spawned a Drinks Tube spin-off and is the brain child of Jamie Oliver, a TV celebrity chef and entrepreneur worth an estimated £225m and who employs 8,000 people.
The popularity of the Food Tube hub is due in part to Jamie’s pulling power in front of camera, but also because, in his own words, “I know every one of my recipes is tested six times in the business and twice outside the business so I know my quality control is high.”*
And as he’s a clever guy, he has vetted and delegated his playlists within the Food Tube Channel to strong food presenters like Food Busker John Quilter, Cupcake Jemma and DJ BBQ.
But probably the success of Food Tube is because he’s invested heavily in getting the videos just right for the social media context.
3 minute recipes are the Channel norm. It has taken trial and error to understand that trying to replicate Jamie’s TV recipes was a turn off, leading to 53% of You Tube viewers leaving the site within 23 seconds. This led to the emergence of the punchy personality style recipe video that now hooks millions of viewers, who regularly tune in and stay.
Food Tube might look like zoo video, but it has a solid foundation. Employing 32 staff, all of them with production experience, to manage its 22 playlists, it demonstrates that brands who take video seriously need to invest in similar resources to TV. *