• Recipe Guru Team

3 Reasons Video Is Dominating Food Marketing


Mark Zuckerberg is concerned about us, and he has a solution: Fewer viral videos on Facebook. In a lengthy Facebook post, Zuckerberg told the community that Facebook had 'made changes to show fewer viral videos to make sure people's time is well spent.' In doing so, Facebook is prioritising 'meaningful connections between people' over 'passive consumption of content.' The intention is a noble one. There's no doubt that the world could use more meaningful connections between people. There's also no doubt that this change will have an impact on content publishers on Facebook. Over 100 million hours of video are watched on Facebook daily, and in recent years its news feed algorithm has favoured video, leading to an increase in brand reliance on video content. None of this means that video is about to disappear completely, however. This is particularly true in the food space. Food is visual, and food videos consistently appear in annual 'most watched' lists. What it does mean is that food brands will need to double down on their efforts to create engaging, inspiring video content that resonates enough to appear on Facebook news feeds.

Of course, the popularity of online video goes far beyond the reaches of Facebook, and its dominance as a content marketing strategy is set to continue. Here are three reasons why video is vital in food marketing.

1. 80% of global internet consumption will be video content by 2019

YouTube on smartphone

In 2017, video content accounted for 69% of global consumer internet traffic. By 2019, this figure is expected to rise to 80%. Given the trend for short, highly shareable video content, this is no surprise. Recipe co