Back in the old days – say, five years ago – it was easy to put things in neat, easily distinguished categories like social media, online video, or publishing. Boy, have things changed: nowadays everything is everything, and it’s all on mobile.
In the latest “everything is everything” news, publisher Time Inc. is launching Well Done, a new online hub for food videos that are tailored specifically for distribution on social media platforms, including Facebook, Twitter, Snapchat, Instagram and Pinterest.
Time Inc. claims a total of 48 million followers across its various social channels.
Where Time Inc.’s first online food hub, Extra Crispy, focused on breakfast foods, Well Done will focus on dinner recipes, from apps to entrees and beyond.
Taking a page from Buzzfeed and other successful online video recipe publishers, the videos are quick, fun, and informative, delivering tips and “hacks” amid lighthearted commentary.
Most of the videos are produced at Time Inc.’s test kitchens and studios in Birmingham, Alabama.
In addition to distribution via the publisher’s
social channels, Well Done videos will also be distributed by Time Inc. sister titles like Cooking Light, Food & Wine, Real Simple, Health, Southern Living and Extra Crispy, and an
archive of Well Done’s video recipes will also be available on Time Inc.’s MyRecipes Web site.
Time Inc. launched Extra Crispy, focused on breakfast foods, in the summer of 2016.
The hub was created by Time Inc.’s The Foundry, the Brooklyn-based “creative lab” that houses native advertising and sponsored content teams, and also develops digital platforms for the company.Time Inc. also launched The Drive, an online hub for automotive enthusiast content, in September 2015.