Five keys to successful recipe videos

Illustrating food products through creative, valuable recipes are one of the traditional marketing tools for foodservice companies.  And now those recipes are coming alive more frequently through video (we know, we’ve produced a bunch of ‘em!).

Here are five key factors to give your recipe videos more longevity and popularity:

  • Focus on the product — not the chef or cook preparing the dish.  Your goal is to market the product, not create the next Bobby Flay.  Besides, what happens if that chef happens to leave the company next week? Odds are you won’t want to keep the videos posted and your investment goes up in smoke.
  • Use a voiceover with step-by-step instructions.  Keep the preparer’s face out of the video and focus on close-ups of chopping, mixing, baking and frying.  Include a professional voiceover to quickly describe the action.  Add on-screen instructions to emphasize the steps.  The voice-and-caption approach is the most effective way to communicate a lot of info whether a viewer learns best by “watching” or by “reading” information.
  • Explain basic prep instructions.  Many value-add products start with some standard prep regardless of the recipe.  Quickly include these tips so everybody starts off on the right foot (or with the right whisk!).
  • Create your video around several menu ideas versus a single recipe.  Multiple ideas show your product’s versatility.  Menu ideas also drive better SEO by enabling you to link to more searchable terms.  You also have more chances to intrigue an operator who may not be interested in your double-baked lasagna… but does like the goat cheese ravioli idea. And using beautiful photography (leveraged from your brochures) to illustrate menu ideas will inspire operators about your product.
  • Keep it to about two minutes. Yes, you can do all of the above in two minutes or less which is the maximum attention span for most people watching recipe videos. 

That’s it… a few simple reminders to help produce better recipe videos.  With less hassle and lower production costs.  And in a format that inspires operators to consider your product.

Next week:  Seven naughty words never to use in foodservice marketing.