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Tasty struck while the Facebook pan was hot.
It started as a way of testing BuzzFeed’s distributed content strategy when those Ice Bucket Challenge videos were going viral three years ago. Since then, it’s become a model for how digital publishers can create mobile-first videos, monetize that content and diversify revenue.
“They kept evolving as food became such a passion point for this younger millennial/Gen Z base,” noted John Wagner, group director and head of published media at PHD. “They’ve just done the right things by the right people constantly.” The videos are quick, colorful, easy to consume and share, Wagner explained.