How BuzzFeed’s Tasty Conquered Online Food

 

Excerpt from this article:

No one knows who invented the overhead food video. Like image-macro memes or Slender Man, it most likely emerged in some primordial message-board swamp. But like everything else online, the format has since been refined, professionalized and monetized, and today most of these clips are produced on media assembly lines in Los Angeles, New York, Tokyo and London by a single entity: Tasty, a division of BuzzFeed that has turned the overhead food video into a hypergrowth business.

…BuzzFeed is obsessive about learning from past successes, and once it finds a theme or format that hits, it tends to repeat it until it’s dead. That’s why you’ll see a lot of videos featuring cheese, steak, bacon and pasta, some of the most popular ingredients. And it’s why Tasty videos always feature a money shot.

“Cheese pulls and gooey chocolate are so satisfying to watch, and those frames almost make you gasp out loud because they look so good,” Ms. King said. “We try to create those moments in every video, whether it’s an indulgent ingredient like cheese, or a fun way to use up leftovers, or cooking food in a way you haven’t seen.”

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