The top content buckets for the Food & Beverage industry in Q3 2021 on YouTube are as follows:

1. What I Eat in a Day

An influencer and content creator theme for sharing daily recipes and food ideas through a full day of eating.

Best Practices

• Videos are typically 10-15 minutes.
• Feature YouTube influencers taking their viewers through their daily meals.
• Usually centered around a theme such as “vegan meals” or “high protein meals”.

Opportunities

• Creators often use the description to describe detailed recipes or product sponsors for their viewers.
• These videos usually focus on implementing a healthy but manageable lifestyle with cooking.
• Creators often focus on the benefits of the specific brands and products they use in their videos.

ER30: 2x

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ER30: 3x

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ER30: 3.7x

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2. Celebrity Features

Food and beverage companies using features from high profile celebrities in advertising and video content to create their own narratives.

Best Practices

• Videos are typically 30-90 seconds.
• Add an element of surprise, comedy or personalization to a celebrity feature.
• Make the presence of the celebrity visible and clear for the audience.

Opportunities

• Showcase the key differentiator with your product.
• Highlight the celebrity’s personality in comparison with your brand for viewers to relate to.
• Follow through with something viewers can access later like Ayesha’s recipe for So Delicious.

ER30: 1.9x

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ER30: 0.01x

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ER30: 0.1x

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3. Showing Products in Use

Food and beverage companies showing different ways to prepare and use products. These often include how to understand ingredient pairings and recipes.

Best Practices

• Videos are typically 30 minutes.
• Choose an ingredient and focus on how to build strong pairings.
• Get chefs and other experts to talk about their food suggestions.

Opportunities

• Think about common issues audiences may have with their cooking.
• Keep concepts clear and easy to understand.
• Make recipes and products accessible to follow along with at home.

ER30: 4.7x

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ER30: 2.9x

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ER30: 1.7x