Baking content has completely changed the rules we follow at dishy when producing engaging food content - that simple is best. But there is nothing simple about some of the cakes, video recipes and Instagram posts which are rapidly becoming the most popular food content on the internet. Google says the amount of time British viewers have spent watching baking videos on YouTube has increased by 75% year on year. Brands should take note.
We can relate this popularity to a couple of specific reasons people engage with content online. Baking has given rise to a (rather large) niche online community - like minded people coming together to share their passion. What was quite a solitary task with sometimes tricky techniques difficult to master, is now something you can share with millions and ge instant feedback or gratification.
And because baking content is the perfect #foodporn.*
But don’t think the audience are all voyeurs. The Grocer reports that 35% of Brits are baking at least one a week (according to a 2017 study that linked an increase in at-home baking to the popularity of Great British Bake Off). Helping them learn new recipes and study complicated techniques are an array of digital talent who have moved the needle on bakes from traditional and unattainable to fun and accessible. And brands are jumping in - with Dr Oetker’s We Bake and Silver Spoon’s Baking Mad - designed to support and encourage more people to bake and share (and purchase products).
Baking is fun and feel good. It’s a great opportunity for brands (food and non-food!) to reach engaged and enthusiastic audience.
*Noun. Food Porn is any type of media that shows exceptionally delicious food. It is displayed in such a way that just the way it is spread out, or how the light hits it, leaves the observer going: "Ohmygod. Get in me, but don't make me fat." - @urbandictionary).