How Tasty's Addictive Cooking Videos Helped BuzzFeed Build a Food Empire

Social video will make up 50% of publisher's revenue

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Alvin Zhou is not your typical video producer. On a recent fall afternoon, he's hovering over a table in a test kitchen cutting and prepping vegetables and meat that he'll later whip into an ersatz "fried rice" dish made with cauliflower. As I watch, I'm offered a hot chocolate chip cookie topped with sea salt straight out of the oven.

A camera hangs above Zhou's workspace to film each step of the cooking process, creating a video that, after editing cuts, employs a minute's worth of fast-paced, simple shots of his hands.

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