Food Network strives to marry its status as a trusted food brand with a quirky, trend-driven approach that is entirely unique to each social platform, thus creating an extension of a beloved brand that gives fans multiple touchpoints to engage and interact with its content.
Food Network’s social platform content strategy is to share the most-compelling content across platforms – offering fans a diverse array of content including clips and memes from TV shows, bespoke recipes and tips, compelling behind-the-scenes looks at restaurants around the world, and spotlights on the most-visual user-submitted food content on the internet. In addition, Food Network’s all-star chefs share recipes in easy-to-follow demos to encourage and inspire home cooks at home. These personalities are unique to Food Network and in addition to their linear shows, give fans even more of the experts they love and trust. The Food Network social platforms also serve to introduce fans to new and up-and-coming talent such as the rising culinary stars featured in the annual #FN Hot List. Plus, engaging series such as Food Network Finds offer viewers a peek behind the curtains of famous restaurants from around the world as well as spotlights diverse vendors and unique street food. And series such as the talent-led Maneet’s Eats inspire home cooks to expand their culinary repertoire with the information they need to succeed. Furthermore, Food Network’s social platforms serve to promote linear programming such as Harry Potter: Wizards of Baking which included a multi-platform, multi-faceted social campaign that included an array of content across platforms.
Food Network Social has nearly 73 million followers across platforms – featuring series like #FoodNetworkFinds – which is a combination of mid-form videos, short-form clips, and live videos posted across Facebook, Instagram, Twitter, Youtube and TikTok – which has amassed over 2 BILLION views across platforms so far. Content shared across platforms has exposure to a wider audience and allows users to engage and consume it on the platform of their choice. As an example of show promotion, the campaign for Harry Potter Wizards of Baking was the largest digital campaign done to date by the team - super-serving Food Network’s core food audience as well as the highly-engaged Harry Potter superfan community. To date social content across platforms has garnered 97 MILLION views and 120 MILLION social impressions, with 28 different videos passing the viral 1MILLION views mark, and the premiere episode was Food Network’s most-social premiere of all time, with over 30 MILLION impressions for the content.
