After Glam Media launched the culinary social community Foodie in February—around the same time Pinterest blew up—Glam’s chief digital marketing officer Erin Matts noticed something.
Foodie’s most popular content—recipes—was attracting a lot of attention on the social scrapbooking site, likely driving traffic back to Foodie’s blog network. In fact, one recipe alone garnered 150,000 pins.
That trend now will have a hand in how Foodie, still in beta, takes shape. “It really does need to be visual,” Matts said.
Over the next month or so, Glam will launch a social ad product designed to echo Foodie’s highly stylized look, she said.
Vik Kathuria, managing partner, digital investment at GroupM/MediaCom and a member of Glam’s advisory council, believes Glam’s growing Pinterest play could be exploited for advertisers. “They can help brands activate in these arenas—their role becomes more socially consultative versus just a seller,” he said.
Foodie has struggled out of the gate. Unique users tumbled from 120,000 in May to 91,000 in June, per comScore. But Matts said Foodie collectively reaches 12.8 million users via Glam’s vertical network of food blogs.
New elements are forthcoming. For back-to-school season, Foodie will debut the first in a series of digital cookbooks featuring exclusive recipes from 50 contributors.
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