Rise of the Foodie YouTube: Tastemade

Thanks to the Internet, being a foodie is no longer reserved for those who live in metropolitan areas or high class society. Just a quick search on Google will take you to a variety of websites, blogs, and videos discussing various foods and recipes that would have been deemed pretentious years ago. And today, we’re looking at the YouTube channel that’s poised to rule the YouTube food scene, Tastemade.

Tastemade can be considered the Food Network of YouTube hosting a variety of different shows such as “Day of Gluttony”, “The Grill Iron”, or  “Thirsty For…” where their community of “tastemakers”  cover both cooking and exploring different foods and restaurants from around the world. Joining YouTube in 2010, their YouTube channel boasts 356, 668 subscribers, 242,076 likes on their Facebook page, and an app for their followers to download. The network has also started to attract major advertisers such as Hyundai, American Express, and Google. It’s easy to see why when you peruse through their content on YouTube.

The content is expertly edited together with high production values while keeping a very personal touch with the hosts speaking to you as if you were in the room with them or traveling with them through NYC. What helps this more intimate environment is that the hosts appear to be of the Millennial generation who are more comfortable doing blogs and interacting with others through social media. This could mean alienating the Baby Boomer and potentially Generation Xers who may want prefer a more formal environment than watching two guys burn through 24 restaurants in 24 hours or a woman who’s speech pattern is very reminiscent of a laid back surfer type. Then again, they’re not the targets for this rising network. Welcomed, but not the target. Not when their mission statement is to have Tastemade be “a video network built for the mobile generation”.

As for the content itself, they manage to hit the appeals of the all of those in the “mobile generation”. “Day of Gluttony” fulfills what can be considered the “bro culture” aspect as two guys travel throughout a city and eating from 24 restaurants in 24 hours complete with 8-bit graphics. “Raw. Vegan. Not Gross.” is, as the name suggest, about showing that eating vegan and healthy doesn’t have to be gross. None of the content, past or present, feels like a repeat of the others and everyone can find something that would suit their fancy.

The one flaw for the series is that it could be seen as inaccessible to those who may not live near grocery stores with all the food discussed in the videos and/or can’t afford to buy the food. The restaurants and food ideas could be seen as being something belonging to the posh metropolitan Millennial than the one who’s living in a smaller town. For some, the presence of corporate sponsorship (as seen in the comments section of the “Gameday Snack Showdown” series) could deter the audience who may not want the scenery to be disrupted by product placement. That said, courting the advertisers is necessary if Tastemade wants to be the Food Network of the Internet world.

Despite the quibble, the response to Tastemade is positive with people asking in the comments wen the next season of a new show will begin and the steady number of views the videos garner. Tastemade has definitely made its mark on the social media scene and is a join to watch and be a part of the community.

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