Tasty videos: 
 The recipe for success

You were definitely going to work. That is what you had planned.  You just needed to go on Facebook to send that super important message. At least that’s what you thought an hour ago.
Since then, you have been really productive. You have watched approximately 40 Tasty Facebook videos, sent message to 20 friends about them and planned to realize 0 of them.

From master cooks to those who never put a finger in the kitchen, we have all at least once indulged in a Tasty binge watching. Those one-minute-long video on Facebook are nearly impossible not to watch.  Quick and funny, they convert the message that cooking is simply child`s play. And it doesn’t matter if last time you tried one of them you almost burnt your entire room down; you keep on watching them.  So what is the recipe to their success (pun intended)?

1. pour on the editing.
Tasty videos are made for Facebook. This is not your grandma recording her famous apple pie recipe. It is a business which caters to millions of viewers. Thus, every second is deeply thought through. As explained by The New York Times, ‘food is shot at specific angles’ for the video to fit a smartphone or iPad screen, so you can then watch them anywhere.
2. mix in graphics and a sprinkle of repetition.
Those videos don t rely on sound, there is little text and no superfluous information. They can be watched in class during a boring Econ lecture. The setting is familiar, always the same giant pot on a wooden table using hipster cooking accessories. With its bright and colorful images, each tasty video is trendy and pleasant to watch.

3. strain out the duration.
Tasty knows you are not going to watch a 30-minute-long video explaining how to cook boeuf bourguignon. Tasty will instead show you how to make it in 70 seconds in a way that would infuriate my French mother.  But at least it seems fun and easy, and isn’t the point to get more people on the kitchen?

4. sautee with simplicity.
This is a big one. Tasty gives you absolutely no information whatsoever on the necessary time to cook, or the oven temperature. Still, you are watching them, swearing that one day you will make that one pan pasta recipe. The famous ` OH YEES ` at the end gives the impression that it is within your reach.  The videos break down any food you are craving and give you confidence (whether deserved or not) that you can make it.

 And that is the key to tasty success. 

(But TBH, Penn Appetit’s recipe videos are way better)

Aurore Gugliemi