As smartphones continue to dominate as the go-to tool for millennials, it’s no surprise that smartphones are changing the way we cook.

Millennials are more likely (59 per cent) to cook with a smartphone or tablet and 68 per cent of millennial moms are watching videos while cooking.

For brands, there is huge opportunity to provide content. One third of millennials say they don’t enjoy choosing what to cook and 75 per cent of millennials are interested in more recipes.

How should you leverage recipes for your social media channels? Check out how industry-leading brands are using recipes:

Buzzfeed has tapped into this opportunity with their Tasty channel, which has over 30 million followers with its videos receiving over tens of millions of views. These videos have resonated with audiences as they’re tailored for the Facebook platform as short, no sound required and easy-to follow recipes. My favourite has to be the Tasty video on how-to make Churro Ice Cream bowls! Yum!

Brands like Kraft have been producing recipes and sharing them with customers for decades. Customers actually seek out their website at KraftRecipes.com, which features a huge range of recipes and ideas related to its products. Kraft also adapts its content per platform. On YouTube, Kraft produces longer form video cooking content, like this How to Make Mini Cheesecake. On Twitter, they take advantage of timely events for recipes and beautiful imagery to drive links to their corporate site like with this Zucchini Spaghetti Alfredo for Passover.

I also have to give a shout to Goldfish Canada, which have been posting how-to images and recipes on Facebook. Our client Walmart Canada has also been getting great engagement posting recipes across channels for holidays like Valentine’s Day and Easter.

How can your brand teach millennials how to cook? Drop us a line if you need inspiration.

Posted by
Katie Boland
on 11/04/2016