Time Inc. is expanding its food properties and going social-first with its latest one. After focusing on breakfast-specific content in 2016 with the launch of Extra Crispy, the publisher today is launching Well Done.
The new brand will feature videos designed specifically for social platforms like Facebook, Twitter, Snapchat and Instagram with a presence on Pinterest as well.
“People already come to Time Inc. for our editorial perspective,” Stacey Rivera, director of Time Inc.’s digital food desk and the digital director of Cooking Light and MyRecipes, told Adweek. “But they also want to be entertained.”
Rivera’s team looked at the types of videos the company’s social-media fans responded to most and discovered that “reality-based, dinner-focused recipe videos” performed the best.
“We all love a good cheese-pull shot, but our fans also love dinner,” she said.
Well Done will feature recipe videos, explainers on current food trends, hacks and fun commentary.
“Well Done is a first-of-its-kind food brand for Time Inc. developed to live on our social channels,” said Alan Murray, CCO of Time Inc., in a statement. “The team is producing short, dynamic videos with the latest tips and trends we know our audience craves. We see Well Done benefiting from our deep relationships and expertise in the food category, as well as the massive video and social reach of the Time Inc. network.”
The name “Well Done” refers to a pat on the back for the cook “for making an awesome dinner,” Rivera said, “and it’s a testament to the food brands Time Inc. has built with the food and video capabilities we have.”
Time Inc. sees over 120 million monthly video views, and Well Done will leverage its data and personalization expertise and what it calls its “state-of-the-art test kitchens and video studios,” which are located in Birmingham, Ala.
“Our studios allow us to produce quickly and bring our current success from food videos into just the social space,” said Rivera. “We’re just harnessing our already strong hive mind.”
At launch, Well Done videos will appear on the MyRecipes Facebook page before migrating to its own social accounts. While Well Done won’t have a website, an archive of content will exist on the MyRecipes website.