Male-hosted YouTube channels guide viewers through extreme recipes
Implications - As consumers become more accustomed to discovering food and beverage innovations from a variety of digital resources, in particular, male-hosted cooking videos on YouTube that speak to the culture of "competitive eating" are making a splash online. This progression demonstrates the far-reaching nature of the YouTube platform and highlights the opportunity for brands to tap into seemingly niche but increasingly relevant audiences.
Workshop Question - What are the outliers of your industry doing and how can you draw inspiration from their influence?
Trend Themes
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Performative Culinary — Male-hosted competitive eating channels on YouTube create opportunities for brands to tap into unique and niche audiences.
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Weird and Unconventional Food — Millennials and Gen-Z crave odd and unconventional food items, thus giving chefs opportunities to promote unique recipes, showcasing them on social media platforms.
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Entertaining Cooking Challenges — Cooking humor, like electric shocking recipe videos or cook-offs with toasters, is garnering major attention with younger audiences on YouTube.
Industry Implications
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Food and Beverage — Fast-casual dining innovators should consider promoting online videos as a strategic marketing approach for their emerging food brands.
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Entertainment — Content creators and marketers should look to social media platforms and food festivals as a means to share videos and pictures of their latest product lines.
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Social Media — Community builders and digital marketing specialists alike can use viral videos to attract audiences and build brand loyalty online.
5 Featured, 33 Examples:
90,650 Total Clicks
Date Range:
Jun 16 — Dec 16
Trending:
Untested
Consumer Insight Topics:
