Posted by Gina Schauffer (Editor 4Food)
Pity the online video - once the digital hottie-everyone-wanted-to-date, less so since we discovered it couldn’t pay the dinner bill. But don’t delete its number just yet. As head of the IAB Video Council, Jack Wallington’s glowing prediction that 2010 will be the year that online video makes its mark on the advertising world, is just one of 2010's raft of trend-spotters shouting about big growth in this area.
This is of particular interest to the online food world. With new food and recipe apps seemingly launching every minute, online food content is big news and we’re having to re-evaluate what people want from food videos, both on their desktop screens and on the hoof.
A recipe is great, but to bring it to life is clearly a sweeter prospect. Many go down the basic, traditional Videojug route when publishing the likes of ‘how to make sushi’. The BBC tends to go for a high-end execution, with slick production values and big name chefs. Some just get their nan to present it.
In our work for Channel 4 Food, we tend to aim for a mix of all three. Using local chefs in their own kitchens to demo basic food skills means the Channel 4 Food ethic – celebrating local food and producers – is upheld. A quick, easy-to-follow format makes it perfect for viewing on the run in the supermarket or while stirring a sauce. And simple as it sounds, Google research indicates that users simply want a quick refresh on basics, such as how to scramble eggs.
But whether you’re using puppets or pros in your online offering, signs seem to indicate that online video is still a hot prospect and could soon be picking up the tab.