Short-form videos, also known as snackable videos, have exploded in popularity, over the last year. BuzzFeed’s Tasty—a Facebook-only cooking channel featuring short, fast-motion videos—now has nearly 75 million likes. Quick, engaging, and delicious, these digestible clips allow chefs to easily share skills and recipes with their viewers. Viewers love them because they offer a quick, comforting break in their days.
How can food brands take advantage of snackable videos in their influencer marketing? Look no further than the following tips to help influencers create high-quality snackable videos that will have viewers’ mouths watering.
Snackable Videos Tip #1 – Reach for the Right Recipe
Ask influencers to create an innovative, out-of-the-box recipe, with unique ingredients and techniques that most people have not thought of combining. Viewers watch snackable videos to be inspired by the creations being made before their eyes.
Snackable Videos Tip #2 – Shoot for an Unexpected Shooting Location
Don’t limit your influencers to the kitchen! Let them analyze the setting for your shoot, and see if there is an opportunity to set your snackable video apart, by filming somewhere new. Just because it’s made in and oven or on a stove doesn’t mean they need to shoot the whole video in the kitchen. Good lighting is key for great snackable videos. A location— indoors or out—with plenty of natural light is a must. Encourage influencers to find tables or surfaces that make interesting backdrops, too.
Snackable Videos Tip #3 – Preparation Makes Perfect
Be clear in your assignment requirements, and make sure influencers have all the necessary ingredients and tools that you would like in your video. Beyond basic tips for preparing ingredients in advance, like pre-measuring ingredients into bowls, share any special shortcuts or instructions for your products, to simplify the filming process. Encourage influencers to capture more process-oriented pieces of the recipe, such as chopping produce, cutting meat or assembling ingredients in a certain way. Viewers are more likely to try the recipe and purchase your brand’s ingredients, if they feel confident they can replicate the technique.
Snackable Videos Tip #4 – Finesse the Filming
Ask influencers upfront to capture each step of their process. Cooking can move fast, and it’s difficult to go back, after a step has been completed. Make sure they include all the crucial steps and any special instructions you may have. Any unnecessary shots can be edited after filming. Be sure they grab static shots of ingredients or utensils before cooking. Always capture the final product!
Snackable Videos Tip #5 – Mix It Up
One thing that makes snackable videos engaging is the variety of shots and angles used. Encourage influencers to be creative an provide new perspectives, perhaps shooting from table-level or high above the counter. By holding the camera steady and capturing at least 30 seconds of each item or process, they can select the best footage during editing.
Snackable Videos Tip #6 – Keep It Concise and Engaging
These videos are typically between 30 seconds and a minute and a half long. Influencers should begin the editing process by laying out their clips in sequential order. Once they have told the full recipe story from beginning to end, they can begin cutting.
Snackable Videos Tip #7 – Teach with Text
Adding small bits of text to snackable videos helps clarify ingredients and steps. It is also a great way to ensure videos remain easy to follow. Voiceovers are less effective because of how fast the video rolls through steps. Use text to break up longer shots, or to provide directions like ingredient measurements, oven temperature, cooking time and more.
Snackable Videos Tip #8 – Make It Memorable with Music
Adding music to the background livens up snackable videos. Music adds a fun and energetic feel. Instrumental tracks work best, as there are no vocals to distract viewers. Influencers should select a song that fits with your food brand and the recipe they are creating.