Out of the frying pan and into the filter—BuzzFeed’s Tasty and Nifty franchises are joining Snapchat Discover in early September.
Tasty, where viewers can see trendy recipes presented in a short amount of time, has averaged a total of 2.3 billion views every month on every platform since its launch in 2015, and Nifty, which provides helpful how-to guides and DIY tips, has reached nearly 32 million people every month since its launch. With the success of those two brands, it makes sense for them to join BuzzFeed in the Discover section of Snapchat as their own channels.
“We’ve reached incredible scale,” Ashley McCollum, Tasty’s general manager, told Adweek. “We’re the largest franchise on Facebook, not just in food or media, and one of the biggest food channels on YouTube and food accounts on Instagram. After learning a lot over the past couple of years, we think it seems possible we could dominate the food channels on Snapchat, too.”
Tasty’s daily story will include recipe videos from every Tasty franchise, from Tasty Junior to Tasty Vegetarian and many others. Fans will see Tasty’s unique style of video plus quizzes, articles, polls and behind-the-scenes videos.
“Around 50 percent of people who’ve watched our videos have made one of our recipes, which is kind of insane,” said McCollum of Tasty’s reach. “Our demographic is everything from 13 to 60, plus 70 percent of Brazilians watch us every month. We have coverage across the world and in every demo. This will be an experiment on how to grow that connection in a deeper way.”
Meanwhile, the Nifty story for Snapchat will showcase ongoing series and how-tos for viewers. Fans can learn how to throw a dinner party or how to decorate their apartment or even how to make a bath extra relaxing. Expect to learn crafting skills, money-saving techniques and solutions to common lifestyle problems.
“With super tappable Top Snaps and colorful start-to-finish tutorials, Nifty’s Publisher Story will be among the easiest and most accessible ways for Snapchatters to learn, build skills and gain inspiration for solving almost any everyday problem,” said Peggy Wang, editorial director of lifestyle at BuzzFeed.
Hoping to connect with a slightly younger audience than other platforms, BuzzFeed’s Snapchat presence will now include these two verticals along with its main Discover story.