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The Evolution of Recipe Sharing

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THE LUTION EVO OF RECIPE HARING S Recipes are the original viral content. Brands are seeking to understand how, where, why and when consumers seek out, consume and share recipes. Many brands target women ages 25-54 with recipe content, but to increase purchase, consumption and usage occasions, brands first need to understand how people interact with this content. Recipes Are in High Demand Consumers are expanding beyond traditional recipe sources and are constantly on the hunt for new recipes to try. RECIPE TODAYS TASTE 64% 65% seek out recipe/cookbook information online read food and recipe columns in daily newspapers 70% watch cooking shows on television during the week Where They Are Online Social media plays a big role in this consumer’s everyday life. Facebook Mexican Pizza Hot Burger 72% 14m 73% of target is on Facebook of U.S. Foodies are on Instagram 51% of target is on YouTube How They Find Recipes Consumers are searching online - from their computer, but also their mobile device. 34% 80% s r kid es fo Recip of all consumers looked up a recipe online before shopping YOY% change in mobile search for recipes on average (2012 – 2015) The Rise of Video The popularity of online videos continues to rise, taking up a growing share of digital content. 66% of the world’s content is predicted to be video by 2017 140% increase in video shares since 2013 152% more engagements on videos than photos Key Opportunities Brands can take all of this information and activate based on these learnings to tap into consumers where, when and how they’re looking for recipes. Here are three keys for brands to keep in mind: Create “How To” video content Focus on healthy living recipes Be compatible for all platforms “How to Cook That” is one of the ten most popular how-to searches on YouTube 59% of adults cook because it is healthier than eating out Ensure that digital programs are always mobile optimized For more information and to understand how these insights can translate into actionable solutions for your brand, contact: Steve Bryant Director, Food & Beverage steve.bryant@mslgroup.com | 206.270.4664 SOURCES: comScore Plan Metrix Key Measures, June 2015, U.S. (Sample audience: 89,145 women, ages 25-54); “Feeding a Digital World,” Sullivan Higdon & Sink FoodThink, 2014; “Cooking Enthusiasts,” Mintel, October 2014, U.S.; “The Rise of Social Video,” comScore; Shareablee, Q1 2015, U.S.


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