Video Marketing

How Kraft’s Cooking School Takes YouTube to a New Level

The company is becoming known for more than just mac and cheese.

Source: hocus-focus / iStock Unreleased / Getty

Companies can go in a million different directions on YouTube. From live streams to product demos, from vlogs to Q&As, it’s hard to know what your niche is. You may have heard a thousand times how important it is to embrace video, but that doesn’t mean it’s easy to strategize or create videos people actually want to watch.

But Kraft has surged ahead of its industry and proven that it has a social-savvy view on  YouTube. The food company has used YouTube to provide real value to its clients, promote its own products, and remind people that they can do more than shaped macaroni and cheese. The videos are short, clear, and simple, resulting in almost 60,000 subscribers.

Kraft’s Cooking School features recipe videos. Right off the bat, this is clearly a good move. Why? People love recipe videos. Reading instructions on how to make something is nowhere near as easy as watching someone make it in a video. It makes everything seem attainable, from fun, seasonal snacks to easy pregame appetizers. Let’s face it—it’s easy to see a picture of a finished meal on Pinterest. It’s much harder to actually create it, even with step-by-step instructions. Recipe videos are also frequently shared. So Kraft understands that when it comes to recipes, video will continue to surge.

Second, Kraft clearly knows its audience. Although it provides a variety of recipes, they’re all pretty “down home”—no foie gras or essence of elderberry. That’s because Kraft knows the people who purchase its products are mainly middle-class families. So it makes recipe videos that are mainly going to appeal to that target audience. A lot of its recipes are simple, involving the words “one dish” or “easy” in the title to let busy moms know they could make this for dinner tonight.

Lastly, and perhaps most importantly, Kraft promotes its own products within its recipe videos. After all, great content can reel in an audience, but it’s essential that it leads to sales. If your content is well made but isn’t having an impact on your bottom line, it isn’t doing its job. So, while it’s teaching you to make a Strawberry Cheesecake Supreme, it’s also gently nudging you toward Cool Whip—a Kraft product.

By combining all of these factors, Kraft has used YouTube in a smart way that results in higher sales for its company. Take a note from its book, and see how you can make YouTube work for your own company.