Creating Recipe Content for the Holidays
November 1, 2021
The holiday season is nearly upon us and many get into the spirit with music and decorations, but perhaps the best way to welcome the “most wonderful time of the year” is through festive recipes. Social Media has made discovering recipes easier than ever, giving consumers a chance to experiment with new meals and baked goods beyond their favorite family recipes. If your brand is producing recipe content this season, read our tips below to ensure the best results:
- Know Your Audience - Not everyone has the same cooking or baking experience, let alone time to make a complex recipe. Some recipes require much more time and ingredients than others so it is important to consider who your target audience is. Longer, more involved recipes may be better as a tutorial YouTube video or listed on Pinterest with a link to the full recipe. Meanwhile, simpler recipes can more easily be followed on TikTok or Instagram Reels.
- Prioritize Accessibility
- While some people may be eager to make a trip to the store before embarking on their kitchen adventure, it is wise to share a recipe that uses common household ingredients. Unusual ingredients may be fun additions, but keep them to a minimum or provide a simpler alternative so as not to deter beginners from trying out your recipe.
- Organize Your Recipes - No matter the platform in which you are sharing your recipes, it is important to categorize so consumers visiting your page can easily navigate to find what they are looking for. Below are recommendations per platform:
- Pinterest - Set up boards to organize your recipes. Board titles should be simple but specific, for example: Vegetarian Desserts, Holiday Dinners, Gluten-Friendly Goodies, One-Sheet Meals, etc. Be sure to also include descriptions and keywords so that your pins are more likely to be found.
- TikTok - In May of 2021, TikTok launched their playlist feature to make it easier to organize videos by theme. Utilizing this feature will help your audience find exactly what they are looking for, develop a niche, and ultimately increase views.
- YouTube - Before TikTok’s playlists there were YouTube playlists, which are another great way to organize longer form videos that may not be optimal to be shared on TikTok. In order to reach more of an audience,
be sure to add titles, tags, and descriptions to not only your videos but also your playlists. This will play into the YouTube algorithm and make it more likely that your videos will be recommended to those watching similar content.
- Presentation is Key - Recipes are only as good as they taste, and look! Having compelling photo and video associated with your recipe will capture your audience on the first impression and will draw them in to want to learn more and eventually make the recipe for themselves. Include a combination of colors and keep your plating minimal with relevant props in the background.
There are endless recipes to try throughout the holiday season and while it may seem challenging to get yours to shine through, remember these tips and the right audience will find your content. For seasonal recipes and entertaining tips, visit
grainandvine.com.
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