What your mobile marketing strategy can learn from Tasty videos
When you log in to Facebook, there’s a good chance you come across the infamous Tasty videos, in which people make mouthwatering dishes for dinner. You might even think, “Hey! I can make that!” while watching the meal come together on your screen. Short and sweet, these simple yet captivating videos are effective at getting viewers off the couch and into the kitchen. They’re examples of a form of mobile marketing that’s become hugely popular over the past two years. According to The New York Times, Tasty has at times enjoyed over 3 billion views online in a single month.
Here’s how the tactics used in Tasty videos can help businesses improve their enterprise mobile marketing:
Brevity is best
In the TL;DR world, consumers have a limited attention span. Why do BuzzFeed’s Tasty videos compete so well in this saturated attention economy? They’re brief. Busy professionals have precious little free time, particularly if they’re juggling the competing demands of work and family, yet they still want to have something special for dinner once in a while. Enter Tasty videos. They’re usually shorter than 90 seconds, providing quick visual previews of how the recipes come together. By the end of the video, if you’re hooked and want to try this dish at home, you can click on the link to the written recipe to learn more.
The same principle applies to marketing in a mobile context. You’re trying to reach an audience that has little time, is on the go and needs to absorb your message quickly. With that in mind, it’s a good idea to optimize your mobile marketing for what Forbes calls “micro-moments” — instances in which consumers are trying to get quick, bite-sized information they can use to take specific actions, such as making purchases on e-commerce sites or signing up for webinars. By serving them up the insight they need in just the right proportions, you can become a trusted brand they will turn to again in the future.
Take a step-by-step approach
As anyone who cooks at home knows, some dishes look tantalizing in their photos, but their convoluted recipes can confuse you, leaving you frustrated and feeling like you haven’t accomplished anything. When making a new dish — particularly if you don’t get the chance to cook as often as you’d like — a step-by-step approach is best. Tasty clearly knows this, since that’s exactly how its videos work. They break each recipe down into a series of simple tasks, building the viewer’s confidence to create the dish at home. Because the goal seems achievable, it’s far easier for the viewer to feel motivated to take action.
Your enterprise mobile marketing can benefit from the same approach. For example, many marketing automation solutions adopt this philosophy with their lead-nurturing email campaigns. Rather than overwhelming a prospect with a kitchen sink of information upon first contact, they slowly and carefully portion out relevant pieces of content to streamline a prospect’s journey to becoming a customer. Businesses can also take a page from the Tasty videos’ book and present a quick step-by-step introductory video in these emails, on their websites and other marketing channels. This way, prospects can gradually begin to understand at their own pace how or when the company’s products and services might be relevant and valuable to them.
Make it fun and accessible
The Tasty videos aren’t just brief and easy to understand. They’re fun, too, often featuring little humorous text quips along the way. They’re not afraid to be tongue-in-cheek, either. One of them, the Magic Chocolate Ball, features close-up shots of melting chocolate along with romantic music that sounds a lot like Barry White. Never accused of being too highbrow or remote, Tasty videos instead present classic comfort food dishes stressed-out Americans find soothing and satisfying. The recipes are accessible, too, often using plenty of ingredients most people already have in their pantries. That makes it much easier for viewers to envision making the recipes at home without having to hunt down some rare or obscure ingredient at a specialty food store. Every business has its own brand personality with its own style of humor, but a company can still take a down-to-earth and friendly approach in its mobile marketing.
Making your content accessible is always a smart way to increase engagement. Optimizing your website and other marketing channels for mobile users is a good way to start. After all, that’s where a prospective customer will form a first impression of how easy it is to do business with you. And, as Entrepreneur notes, mobile users are far less patient than desktop or laptop users. Going the extra mile with tailored and personalized messaging will help the consumer visualize how simple it would be to use your products or services. That will motivate them to take action, just like what happens with the Tasty videos.
Businesses face many challenges when attempting to reach customers today, struggling to break through the noise of a saturated messaging environment to create meaningful relationships with target audiences. Yours can be more effective in its mobile marketing efforts by taking a page from these viral cooking videos: offering bite-sized, step-by-step content that’s friendly, fun and accessible. That way, your brand can appeal to your customers’ tastes with relevant, timely — and yes, tasty — marketing.