Tastemade CEO shares how his young brand has eaten the internet


Picture: miniature kitchen/tastemade

Food on the World Wide Web. It is a major deal, debatably even bigger than cats (and puppies). All over the internet (especially Facebook, Instagram, and Snapchat) are plates and plates of food, and a few individuals are creating a business out of it.

Tastemade is only five years old, and it’s grown into among the biggest brands for food, reaching over 200 million individuals per month, around the world.

Larry Fitzgibbon, CEO and cofounder of Tastemade, combined Mashable‘s Biz Please to chat about what great food content is and where we could find it. We learned about the good and the bad of spread networking industry. Turns out YouTube may no more be the best for video, even with food.

First thing to learn about Tastemade: It Is Not The Food Network. But it wants to have the same brand electricity as that old cable network does, just by having kickstarted itself on digital.

“If you consider the early days of cable television, there became these brands, things such as MTV, the Food Network, the Travel Channel,” Fitzgibbon said. “They became these iconic brands that we as consumers really gravitated towards for that region of distribution, which was largely satellite and cable.”

Now, folks are more likely looking at their smartphone compared to a television series, and so, Tastemade has built up its presence on the largest digital platforms.

The business has a channel on Snapchat’s Discover community (Mashable can also be partner) and makes video series, such as Tiny Kitchen, for Facebook that get millions and millions of views.

Cue stomach growl:

It is not as easy as taking a snap or posting on Instagram. Fitzgibbon said Tastemade specializes in “TV-quality manufacturing” on mobile. They produce about half an hour of original programming each day for your Snapchat Discover channel along with posting daily to Facebook and Instagram.

Tastemade also has an existence on YouTube, however, Fitzgibbon said it’s still beneath Facebook and Snapchat.

“We are still there. We program there daily,” Fitzgibbon said. YouTube is “just not as much scale as these other two platforms.”

Television is not out of the film, either. The Cooking Channel picked up The Grill Iron, a web series on college tailgating.

What is next? Facebook has recently begun to check its mid-roll ads on movies, making a new revenue choice for brands such as Tastemade. And undoubtedly more food.

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