Video to learn how to cook in 1 minute

A growing trend, short videos up to one minute long showcase simple cuisine adopting unusual ingredients

Things you can learn in just 1 minute: make a vegan hot dog, make a popcorn pie with jurupinga, cut a watermelon, deliver a carbonara with noodles, surprise with a breaded Sonho de Valsa, chicken wings with Coca-Cola or simply open a bottle of wine using a lighter.

Available from June 2021, the YouTube shorts (short video platform) allowed users to record vertical videos up to 1 minute in length in the Google app. The format, of course, speaks to the success of TikTok and Reels (Instagram), allowing the content creator to play their posts across multiple networks. There are still no consolidated numbers on logins and views in Brazil. In the last month of July, there were more than 15 billion daily views of Shorts worldwide.

For now, the one who best embraced Shorts’s objectivity was the group involved gastronomic content. Among the channels that stand out the most are Sau Sampaio, Larica Vegana, Go Han Go and Recipes from Kazu. In general, the proposal is not a professional kitchen, but accessible to the curious, fun and full of advice.

For YouTube Brazil Culture and Trends Manager, Bruno Telloli, 37, the mainstay of cooking on this platform has grown even more in recent months (and during the pandemic). “People are looking for recipes to make at home, there are also fans of air fryers (electric fryers) … All of this has helped Shorts grow. These content producers know how to communicate with Gen Z.” , Telloli said. Channels like Sau Sampaio and Go Han Go have grown by over 150 million views since they started testing the format.

breeders

Saulo Sampaio, 28, said Sau Sampaio, has a gastronomy channel on YouTube. Sau is one of the content producers who made the most of short videos. Passionate about gastronomy since he was a teenager, he is a fan of chefs who have opened the doors to the television universe, such as Jamie Oliver and Nigella Lawson. Sau has an engineering background but has devoted a lot of time to marketing. He also participated in an episode of Masterchef.

“I already had a surf channel, I already had a channel on my exchange in France. I was already in this ecosystem. But I ditched everything to focus on producing gastronomy videos more effectively. I researched many international producers who were going viral with a crazy and stripped kitchen, “Sau said.

The public response was an avalanche. Videos with seafood recipes or how to make a steak using a car engine are classics on her channel. “The short videos have already replaced the photo post for the younger class,” she said. Sau typically produces and edits the content on her own, straight from her kitchen. Ultimately, when the post is part of a sponsored campaign, it has the collaboration of writers and editors.

You 1 minute video they’re great for humor, but they also work to convey a message. This is the case of the Larica Vegana canal, presented by Luísa Motta, 22 years old. “The idea of ​​the channel is to bring a new face to veganism. We know this is a serious topic, but the entry of many people into this universe can be through entertainment. With videos we break stereotypes,” he said. He knows.

For Luísa, audiences are still adapting to the shorter videos on her channel. “In this format we show quick recipes like tomato sauce, guacamole or hummus. I want to show that veganism is more than possible. It’s delicious. And Shorts is a space to solve all these problems,” she said. “Whenever I find ‘lariquentos’ (nickname of the channel’s followers), I realize that it is a very similar audience to me. We also have many mothers, who follow the channel to accompany their children who have decided to become vegan “, he said. added.

Larica Vegana was born with an action between brothers (Luísa and Tito Motta). Today, the canal employs seven people under the CLT regime. The professionalization of these channels seems to be a path of no return.

Go Han Go, for example, has four presenters and four people working behind the scenes (with editing and data analysis, for example). “We were born to demystify Asian cuisine, to show that it is more accessible and not a seven-headed beast,” said presenter Cintia Zhu, 25.

Dynamism and fun are the basis of the Go Han Go videos. “We have mothers who say their children have started cooking thanks to our videos,” said Cintia. In the short videos the channel presents practical and curious recipes, with unusual ingredients, but easy to apply, as is the case with one of the channel’s hits, the chicken wing with Coca Cola.

Oriental cuisine is truly a hit in the form of short videos. On the Recipes by Kazu channel, 54-year-old sushi chef Kazu Massaki presents techniques and recipes for sushi, sashimi and others. “I started at the beginning of the pandemic. My parents had a restaurant, but I didn’t want to live trapped in a restaurant. I was going to work with events, but with the pandemic everything stopped. So I came to YouTube.

With people staying longer in their homes, I’ve had a spike in channel subscribers. It worked and it was a great experience. “

“When I make the long videos, I already use a shorter version. With it, all the hustle and bustle disappears. We have to be more objective. The short videos are just essential,” he explained. Kazu points out that the reduced versions engage the audience more and increase the view of the channels, but they are not yet sufficiently monetized. “But it’s a matter of time. They will soon be as relevant as the longer videos,” she added.

She studies

A study sponsored by YouTube itself concluded that the short video niche (Shorts) is still growing. According to the survey, content creators are still adapting to the new format – and that of the main Brazilian gastronomy channels only a few have already joined Shorts. “Given that most food video creators are an older generation, they may still have some difficulty getting to grips with the concepts of editing and scripting for a 1-minute video. However, according to the text, the expectation it’s for a big expansion, mainly by relying on the engagement of the big channel audience.

went viral

The Macaroni with Roasted Feta and Tomatoes recipe became a culinary phenomenon on social media earlier this year: feta, olive oil and cherry tomatoes cooked and mixed together, in the pan itself, with a short dough. On the TikTok video app alone, it had over 6 million views in just two months. Not to mention sharing on Instagram, Twitter, Facebook, websites and blogs around the world.

It bombed in such a way that the story ended in The New York Times – not in the recipe section, but in a report on the phenomenon, nicknamed the “feta effect on Tiktok”. The feta effect, in this case, was the disappearance of the salty and firm-crusted sheep’s cheese, the most popular in Greece. It just ended up in the United States. Cheesemakers rushed to step up production, but even so they failed to meet demand.

The recipe was first published on a blog in Finland in 2018. There it was a success: it had 27 million views, in a country of 5.5 million inhabitants. But it only went viral when it started appearing on TikTok in January of this year. It became a fever, every culinary blogger or influencer gave their opinion.

The success is explained: the recipe is easy, has great visual appeal and is good – the cheese melts, becomes creamy, involves the dough and the toppings … It’s not the best pasta in the world, but it’s delicious. or taste tried the recipe, see how it’s done here.

Source: Terra

Benjamin

Benjamin Smith is a fashion journalist and author at Gossipify, known for his coverage of the latest fashion trends and industry insights. He writes about clothing, shoes, accessories, and runway shows, providing in-depth analysis and unique perspectives. He’s respected for his ability to spot emerging designers and trends, and for providing practical fashion advice to readers.