Many food brands have tons of followers on YouTube but aren’t posting often enough. Surprisingly, only about 1 in 10 food-related channels shared new content in the last month. This lack of activity is holding them back in a big way.
A recent analysis by Gourmet Ads looked at 2,500 verified food channels. The results were eye-opening. On average, these channels have 40,720 subscribers and a whopping 51 million total views. But most brands just aren’t making the most of it. Founder Benjamin Christie shared that many brands used to post actively but have now gone silent, often switching to platforms like TikTok and Instagram instead.
What’s Going Wrong?
Many brands aren’t treating YouTube as a powerful platform for engagement. Instead, they see it as just a video storage space. Christie points out that too many channels neglect simple tasks like updating their metadata. For instance, only 46.2% of channels listed their country, and over 20% have random numbers in their names. These details might seem small, but they can hinder visibility.
“Metadata is a credibility signal,” Christie explains. Filling out these fields signals to YouTube that a channel is active and trustworthy.
Another missed opportunity is the rise of YouTube Shorts. Many brands treat these short videos as an afterthought, but they could actually boost visibility. Christie notes that brands see growth when they incorporate Shorts into their strategies. He suggests treating Shorts as a main part of the video strategy. Showing behind-the-scenes content or sharing quick recipes can be engaging and attract viewers.
Opportunities for Growth
Christie emphasizes the importance of regular posting. Choosing a schedule—whether daily, weekly, or bi-weekly—should be manageable. And a mix of content types is key. While recipe videos are popular, viewers also enjoy story-driven content. Usage of playlists can help viewers navigate between formats easily.
Most importantly, small brands need to adapt their goals. If the aim is to drive sales, they must include links to products in their video descriptions and clearly tell viewers where to buy their items.
The Bottom Line
With many viewers already eager for content, the opportunity is ripe for food brands on YouTube. The platform is often overlooked but has the potential for high engagement and reach. By fixing basic issues and adopting a balanced, consistent approach, these brands can maximize their presence and connect more effectively with their audience.
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