One cappuccino or four

The word food evokes a universal sentiment of happiness. Whether it’s the scent of freshly-baked chocolate chip cookies from the oven or an Instagram picture of a bowl of olive oil-soaked pasta, food warms hearts.

As such, cooking videos like those from Tasty find almost instant success in terms of virality on social networks. From comments to tags to shares, food videos appeal to most every demographic. Once you’ve watched one video, you are taken in a loop to the next. Before you know it, 30 minutes have passed and you are thoroughly hungry.

Photo by Erol Ahmed on Unsplash

Such is the case with online shopping and, more specifically, Amazon recommendations. After you make a purchase, Amazon provides suggestions based on what it predict you would also like. It’s easy to browse even more than you intended with personalized, hand-picked items at your disposal.

Digress with me, for an example. I’ve just returned from studying in Europe for four months, and upon my return, my coffee preferences completely transformed. All I crave is frothy cappuccinos and cafés au lait.  After difficulty in satisfying this request at state-side coffee shops, I finally purchased a cappuccino frother. It is great, thanks for asking.

Regardless, after making this purchase I consequently spent hours browsing through excessive kitchen gadgets and all the coffee machines on the market. Thank you, Amazon recommendations?

Photo by Nathan Dumlao on Unsplash

Case in point of its power, A New York Times bestseller was once ousted from shelves on account of a similar book rising in popularity. Amazon had recommended the bestseller’s counterpart, inadvertently allowing an under-the-radar book to rise to the top. Its presence was made known on their site as a suggestion to purchasers on the basis that its plot was similar to the more known book.

It created the Touching the Void phenomenon by combining infinite shelf space with real-time information about buying trends and public opinion. The result: rising demand for an obscure book. WIRED

What defines a successful marketing strategy? It’s often hard to predict which book, food video, or product will experience success. Virality is dependent on the real time sentiments of the consumer.

Photo by Eaters Collective on Unsplash

According to the New York Times, marketing depends on an understanding of communication strategies, whatever medium it may be.

Conventional marketing wisdom holds that predicting success in cultural markets is mostly a matter of anticipating the preferences of the millions of individual people who participate in them. NYTimes

Content Marketing and Social Media source Dreamgrow cites that Facebook is the current front-runner in terms of social networking sites, with 1.79 billion visitors each month. In second place? Youtube carries 1 billion visitors, indicating a preference for visual and interactive networks.

Photo by Annie Spratt on Unsplash

Facebook allows users to feel connected to friends, and Youtube offers a similar feeling of connectedness via video. Cooking recipes and vlogs all create the illusion.

What’s next for me? Stay tuned for vlog-type posts and a Tasty-esque channel, channeling my love for food. I’ve already started with cappuccino demos on my personal Snapchat, but the next step is Youtube.


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