Dive Brief:
- Taking advantage of YouTube’s cooking demo viewers, Nestle is launching “Bake My Day,” its first online show on YouTube to be hosted by influencer Ashley Adams.
- YouTube was tapped for the full shows, and other video outlets such as Facebook, are only included in the campaign for teaser promotions.
- The campaign will total 11 episodes of the show.
Dive Insight:
In the online video battle, YouTube wins a round over Facebook. Nestle launched “Bake My Day,” its first foray into online shows on YouTube with eleven episodes hosted by YouTube influencer Ashley Adams. The company chose YouTube because it estimated around 300,000 people watch cooking demos each day on the platform, and Nestle marketing director, Amy Lawrence, said a large number of those are millennials who she describes as “new bakers” looking for some kitchen instruction.
YouTube was specifically chosen over Facebook because of Facebook’s focus on views and not watch time. YouTube offers a watch time measurement and so far the three episodes of “Bake My Day” that have been released have an average watch time of two minutes and 15 seconds.
Facebook, as well as Twitter and Instagram, are being used in the campaign with teaser clips that send viewers to the full-length videos on YouTube.
Lawrence told Digiday, “With the release of the series, we want to ensure we establish our YouTube channel as a resource for bakers of all ages and skill levels, so other channels drive back to our YouTube channel to view the full episodes. As a brand, we continue to explore the value of long-form content on Facebook, as video on the platform continues to evolve.”