How to Eliminate 5-Minute Internet Fads
We live in an online world created by Tasty.
Starting in 2015, four ways in close-up videos of Tasty pounding hands through dishes like cheese-stuffed mashed potato balls or sliders seemed to be all over Facebook.
Tasty, which is part of online media company BuzzFeed, called these “hands and pans” videos, and — I’m not exaggerating — they helped shape the Internet as we know it.
Today Tasty’s DNA is in the TikTok food mania for Baked Feta Pasta or Pizza Panini. People posting social media videos of hands-on tasks like cleaning and organizing the house owe Tasty. So was the social media craze of 2020 cutting cakes that looked like croc shoe or pickle. And largely, Tasty and other food brands of the 2010s helped establish smartphone video as a dominant way we interact through screens.
Tasty’s influence may be everywhere online, but that doesn’t mean it’s smooth sailing for Tasty. The food entertainment website is now transforming itself to be one of our 2022 habits, which include constantly churning out food innovation and the excitement of creating your own recipes, not just taking the advice of cooking pros.
Tasty’s transformation will be a test of how to create an enduring identity in the digital age, when the craze burns for five minutes and anything novel – including practically different hands in video – is copied by the Internet’s great Xerox machine. Is.
Alan Adamson, co-founder of the brand and marketing consulting firm Metaforce, told me that the pace of change has made long life more difficult for products and companies.
“The amount of time between you having a unique product proposition and a competitive option has always been short in technology. Now all this is less,” he said. “It’s the end of the competitive advantage.”
A great dress that shows up on Instagram can quickly be mass-produced in Chinese factories and sold in large quantities online. Toys like a fidget spinner, Pop It! Or the squishable stuffed animals every kid gets into their hands one day, and then they go poof. Hit shows on Netflix can only stay hot for a week or two. And the once fresh look and feel of Tasty Videos is not new anymore.
There were fads long before the Internet. But now everything is so much that it is difficult to keep our attention for any one thing for a long time. When it’s hard to pin down our tastes as Jell-O, companies must continually reinvent themselves while maintaining identities. It’s not easy.
Buzzfeed general manager Hannah Bricker, who is responsible for the Tasty brand, told me Tasty was comfortable with our rapid-onset brainstorming of interests and habits. “Repetition is part of our DNA,” Bricker said. “That’s been our strategy from the beginning.”
Lately, Tasty has been tweaking its website, app, and business strategy to see where our hyperactive tastes are going, with the flexibility to change course when we inevitably move in a different direction.
In its app, for example, Tasty is adding features to let people swap out their own recipes, and it’s adding challenges for people to cook as well as create meals. Bricker said that during the pandemic, people wanted more personal interaction and input, rather than just handing out recipes.
With so many online food videos on TikTok, Tasty is also joining hands with amateur video creators. In an arrangement with delivery app Instacart, for example, dozens of TikTok creators will be able to post delicious recipes and viewers will then have the option to purchase content within the TikTok app in just a few clicks. Tasty has a similar arrangement with Walmart.
Bricker described Tasty’s strategy not as chasing every online food fad or craze of popular apps, but as embracing it within its core identity to have fun with food. “Food is universal and personal, and it is permanent,” she said.
The challenge for Tasty and many other brands is to stay relevant and fresh at the pace of internet times, when only one thing is certain.
Read more: Check out my colleague Katie Robertson Article On dozens of BuzzFeed employees who say the company illegally prevented them from trading their shares in the company at a higher price.
Before we leave …
Huge expense to protect supply of computer chips: Industry and governments are concerned about the large number of necessary computer chips being manufactured in China’s backyard. My colleagues Don Clark and Adam Saturniano report that Intel plans to spend at least $19 billion for new chip factories in Germany that diversify into manufacturing electronic brains in everything from smartphones to fighter jets. It is part of a global effort to bring
Writing software code without coders: As part of a New York Times series on people using artificial intelligence to tackle everyday problems, Craig S. Smith looks at efforts to simplify software code to the point where anyone can do it.
The Legal War on McDonald’s Ice Cream Machines. Yes true. In 2021, Wired published the ultimate story of a tech gadget that helped restaurant owners save McDonald’s ice cream machines from breakdowns. The restaurant chain said the technology was a security risk. Kytch, the smaller company behind the device, is now suing McDonald’s, accusing the chain of copying the technology and attempting to tarnish Kytch’s reputation.
Here are some notable recent performances of Ukraine’s national anthem. It is played and sung in concert halls and basketball arenas and on the streets in Ukraine and the rest of the world to express solidarity with the country’s citizens. I recommend This performance by the Metropolitan Opera in New York.
we want to hear from you. Tell us what you think of this newsletter and what else you’d like us to explore. you can reach us [email protected]
If you haven’t already received this newsletter in your inbox, please sign up here, you can also read past on tech column,
#Eliminate #5Minute #Internet #Fads