FOOD NETWORK —MOUTHWATERING CONTENT THAT KEEPS YOU HUNGRY FOR MORE
As a self-proclaimed “foodie” I live for the countless Instagram videos that showcase the more intricate details of food and the culinary world. Whether it’s the masterful 3 foot “cheese pull” from the perfect slice of pizza, or even a ten second cake decorating tutorial, if it is food related, I am all for it. However, with the culinary landscape constantly evolving, especially in the social media scene, it takes a lot for one content provider to capture my attention as a viewer. Unlike Buzzfeed, Tasty or Tastemade, the critically acclaimed Food Network, forever has my heart.
Prior to social media, Food Network primarily served as a television network that broadcasted various cooking shows and competitions. Home to many culinary stars including Chef Bobby Flay, Ina Garten and Giada DeLaurentiis, to name a few, this network gradually developed alongside the introduction of social media in order to remain relevant. Not only did they advance with the times, they also began to craft content that is helpful and unique to their brand. As a viewer, Food Network has always been a place where cooking is made enjoyable, social, interactive and easy. With the guidance of Food Network, cooking and daily meals are no longer a hassle or a task to dread, but rather a way to communicate a sense of happiness and love for those you dine with.
With a following of nearly 6 million on Instagram, Food Network curates daily posts that showcase everything from easy tips and tricks in the kitchen, decadent dishes from across the globe and even simple and healthy weekday meals. Not to mention, Food Network also has an addictive Snapchat profile where viewers can engage in food-related quizzes, culinary history and easy recipes so you can get the most out of every meal. Although one of the most clever concepts I have noticed, is the daily themes they adopt to appeal to a wide demographic of consumers; helping to create incredibly successful and engaging social media content.
For example, on today’s Snapchat post, Food Network unraveled breakfast food and ways to tackle this often forgotten meal on busy mornings. The first screenshot, is directly targeted to university and college students with a breakfast food quiz.
The next few pages are dedicated to people who are interested in mixing up their morning routine with a “Bread-Free” breakfast option; which also might apply to someone like me who is sadly gluten free…
Next Food Network targeted the more trendy foodies who may often be seen snapping pictures of their meal before eating. In this section, Food Network discusses a unique approach to avocado toast with “Avocado Toast Marshmallows”… something I would have never even knew existed if it were not for their daily posts.
Lastly, one of the more common themes within Food Network Snapchats is targeted towards all of our guilty pleasures… because who really can deny a good ol’ greasy breakfast sandwich? In today’s edition, Food Network ranks “All the Best Fast Food Breakfasts”; with McDonald’s obviously at the top spot. This Snapchat page also suggests breakfast items to try and to avoid based on reviews from various Food Network interns.
What is most impressive to me as a follower is that on Snapchat alone, Food Network has successfully targeted everyone from full-time students to creative cooks. Not only is their content streamlined across all avenues, but it is also relatable, helpful and applicable to all cooks, no matter their skill level or prior knowledge; Food Network successfully removes the intimidation factor from cooking.
For these reasons and more, Snapchat is undoubtedly my favourite Food Network social site. I personally enjoy it for its interactivity, content variation and daily themes; it definitely keeps me coming back for more. Not to mention, Food Network will also occasionally pay for one of their interns to vlog while they “Eat Like Beyoncé for a Day”… because who wouldn’t want to know how Queen B maintains that figure?
This consistent breakfast theme was also showcased on their Facebook page. In this simple video tutorial, fans were shown how to transform a classic quiche into a bacon lattice topped breakfast pie; now that’s impressive. Food Network’s Facebook page also provides followers with a chance to participate in prizes and kitchen-related contests as an additional way for the network to interact with its followers. There is also a feature on their Facebook page that allows consumers to connect and follow their content on other popular social media apps; making their posts easily accessible and cohesive as a whole.
Food Network also remains active on Twitter. Something that I personally like about Food Network’s Twitter profile is their engagement with followers. Whether these conversations involve replies to popular Food Network shows or recipes, the line of communication between Food Network and its consumers is actively maintained. It is also through this particular social media platform that shareable content is created. These types of retweets include re-created content form Food Network shows that eventually turn into popular memes or new and emerging food trends in the culinary world.
In addition to this interactivity via social media, Food Network also does a great job of incorporating hashtags into cooking shows such as “The Kitchen”. Often times, viewers are encouraged to submit their relative kitchen and cooking questions to hosts and renowned Food Network chefs Sunny Anderson, Katie Lee, Jeff Mauro, Marcela Valladolid and Geoffrey Zakarian using applicable hashtags. This form of interactivity allows for both the hosts and viewers to interact when watching and tweeting via social media.
But don’t you worry, the social media frenzy does not stop here! Their Instagram profile, magazine and website also serve to provide consumers with authentic recipes, twists on the classics and hassle-free ways to successfully navigate your own kitchen. Trust me when I say that a brief video tutorial about something as simple as eggs, should not be overlooked. These quick, yet informative videos help followers reduce their food waste and make the most out of all kitchen ingredients.
Another reason as to why I am loyal to Food Network is due to their daily “Recipe of the Day” posts on Instagram. More often than not, these types of meals are applicable to the work week and the typical amount of time most people will want to contribute to their weekday meals. As a student, I have tried many of these recipes and they are often affordable, tasty and nutritious. Also, given my personal interest in food, these daily posts also keep me intrigued and curious as a follower to witness the next post and the recipes that follow.
Just like their perfectly designed plates, the Food Network also maintains this visually appealing theme on their website and app. On the Food Network website at https://www.foodnetwork.com/, a consistent theme is applied throughout. From big, bold and appealing titles to pictures of delicious looking dinner ideas, the visual marketing on the website is very strategic. Just as on social, the same daily recipes are made available to consumers, with accompanying links to Food Network’s TV shows and blog posts.
Aside from the effective use of colour and content layout on the website, Food Network also provides links to posts that are both journalistic and creative. An example of this on the site includes a link to “Essential Recipes and Tips Your Mother Should Have Taught You”, with a photo gallery of recipes and simple classics that consumers are encouraged to keep in their culinary tool belt.
Food Network’s “In the Kitchen” mobile app also provides followers with a personalized culinary experience. With pages titled “Weekday Warrior”, “The Dinner Bell”, “Sweet Stuff” and “Trendy” to name a few, dinnertime is tailored to the type of cook you are with these Snapchat-like pages to quickly swipe through. If you’re looking to remain trendy in the food scene and on social, this app also provides links to Food Network’s Recipes of the Day and seasonal techniques to help give your entertaining a facelift.
Through Food Network’s strategically designed social media pages, websites and apps, a consistent theme is noted. This theme, in my opinion, reverts back to the power of the dinner table and the family kitchen. Food is a way for people to communicate with one another, express their love and care for family members and learn new ways to enhance their quality of life. Food Network’s social media pages and apps remove people from the everyday hustle to simply kickback and enjoy a good meal with the people they cherish most.
Although it may seem cheesy (no pun), I think this theme of care and collaboration with food is truly depicted across all of their social media platforms. Just as we discussed mental health and wellness throughout the semester, I think Food Network has successfully mended the troubled relationship in which we all have had with food. We are encouraged to maintain a symbiotic relationship with food that is fun and rewarding, instead of tirelessly counting calories and restricting our diets.
