"Short" order cooking takes Brazilian kitchens by storm
Bruno has long worked in the world of content, but for the last 10 years, he has focused on digital music. Before coming to YouTube in 2018, he held various roles at MySpace, Nokia, Apple, Vevo and Spotify. At Spotify, he led the curation team for official playlists in Brazil for 4 years. Today at YouTube, he researches trends and culture.
Fun Facts: Every day, Bruno travels through a variety of virtual worlds to take pictures of games and has a YouTube channel with relaxing videos using only games. In his free time, he also enjoys playing with his 5-year-old son Joaquim, watching videocasts, soccer, and NFL games, and listening to podcasts and music channels.
What's the trend?
Cooking channels have always been a Brazilian passion. Who wouldn’t want to learn how to prepare a delicious acarajé with a creator from Bahia, or cheese bread balls with a creator from Minas Gerais? But as we become a more fast-paced society, the hunger for shorter formats also increases. And during the pandemic, Brazilians sought out quicker and easier content.
With a lot of creativity, food creators are now exploring short-form content with YouTube Shorts. Some are attracting subscribers by teaching--in less than a minute--how to cook traditional meals such as rice and beans as well as vegan recipes. Delicious desserts, usually involving a bunch of cans of condensed milk and chocolate, are another key for success.
What concrete stats speak to the trend's breakout growth?
Due to being in their home office during the pandemic, a lot of people had to learn how to cook, and YouTube became an important tool for this task. Between March 15th, 2020 and September 30th, 2020, videos about recipes with the word "fácil" (easy) in the title have been viewed more than 1 billion times in Brazil.*
Over the past months, we also saw lots of channels on the Brazil Trending Tab that were quickly sharing food recipes. There is one creator in particular who has been breaking out on Shorts. His name is Sau Sampaio, and between January and August of 2021, he has gained more than 240 million views with YouTube Shorts recipes.**
What's fueling the trend, and what lessons can be drawn from the trend?
Some of these creators are fully committed to the Shorts format, while others are creating both long- and short-form content on their channels. But one thing that I can say for sure is that food creators are sharing recipes that are not only quick, but also creative. So viewers are not only watching a short video to prepare a food or even a complete meal, but they’re consuming content that is engaging on top of that. This is especially true for a younger generation that is increasingly looking for content that is easy and fun to watch.
*Source: YouTube data, BR, March 15, 2020 - September 30, 2020.
**Source: YouTube data, Global, January 1, 2021 - 31 August 31, 2021.