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How Tasty Took Over BuzzFeed

In a little over a year, BuzzFeed has turned its cooking channel Tasty into the juggernaut of its Facebook video strategy. The success of Tasty’s recipe videos has buoyed the category of online food networks, while spawning a slew of look-alikes such as Cooking Panda and Get In My Belly.

The Tasty videos, which show just a person’s hands putting together a recipe and are filmed in an over-the-head, sped-up style, accounted for 52% of BuzzFeed’s total Facebook video views in July, from around 10% in August 2015, a month after the videos launched, according to data from video analytics service Tubular Labs. That figure includes several international spinoffs like the British-focused Proper Tasty or Brazilian Tasty Demais. The absolute number of Tasty channel views in July was 1.7 billion.

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“If you look at [Tasty’s success] as an opportunity rather than thinking about it defensively, it becomes a force multiplier to the rest of the business.”