That thing about trends — what is new and current today will be old and forgotten again tomorrow. Just in time for the start of the year, forecasts for up-and-coming topics are of course not long in coming. For us at Kitchen Stories, analyzing trends is part of our everyday work.
This year, too, in anticipation of what was to come, we took a closer look at the predicted top topics for 2022 and took a closer look at the three most relevant ones. Spoiler: Kitchen Stories has already set the course for all three lasting trends in recent years and is therefore well on its way to achieving the big goal of becoming the most influential voice in the German food industry.
It's no secret that short videos such as Reels and TikToks are popular for a long time, but according to the German Marketing Institute¹, the trend will continue and even intensify even further in 2022. The increased consumption of video formats by end users on social media naturally benefits us video lovers at Kitchen Stories.
As the first video-based cooking platform in 2013, we already had the potential of short, informative videos recognized, prepared our content in the same way and thus impressed millions of people worldwide in a very short time. Since our founding, however, we have not only constantly adapted the video content on our platform to new content and formats, but have also continuously expanded the distribution of this content to our community on social media. Whether on Instagram, TikTok or last but not least through the relaunch of our YouTube channel last year, we have created a good basis for continuing to push this trend with our content this year.
We are one step ahead of all other cooking platforms since the middle of last year thanks to our Partnering with Pinterest, our short videos are now also available in so-called Idea Pins Be able to play. Idea pins are a format that makes it possible to publish multiple slides and short videos within a pin. This is particularly suitable for step-by-step instructions for recipes but also for telling a story in a whole new way. The Idea Pins have been available for selected company profiles on Pinterest since May 2021.
Examples of kitchen stories:
With regard to shoppable content, we at Kitchen Stories were able to win over the past year through strategic partnerships with Delivery services Flink and Gorillas lay the basis for a trend that is unlikely to disappear from the scene in the near future. ¹ An enormous advantage of this type of content is the intelligent, direct connection of e-commerce and content marketing. Two areas that have been regarded as mutual counterparties work for us on the platform Hand in hand.
Through the direct integration of the products into a natural environment and a high-quality editorial story², they are perceived by recipients as less disruptive and sometimes even positive. The additional connection with necessary background information and practical tips and tricks also conveys brand messages in the most authentic way possible and the product can be linked to positive features in an appropriate context. At this point, the optimized user experience through direct links to the product offers another additional benefit for consumers.
You can read a detailed article from last year about the Shoppable Recipes trend on our blog here Read up.
Example from Kitchen Stories:
In the confusion of media and the daily overload of stimuli to which we are all exposed, smart and user-friendly orientation is of great importance for recipients and can be a positive or counterargument when choosing the appropriate platform. Personalized content is used to show consumers exactly the content that actually interests and appeals to them. ²
We also set the first course for this last year: Since November, vegan and vegetarian dishes in our Kitchen Stories app through a labeling recognize it at first glance — a value-added feature among the rapidly growing number of vegetarian and vegan users.
Further smart adjustments to personalization and content segmentation at Kitchen Stories are being planned for 2022.
Of course, we at Kitchen Stories are not responsible for past and upcoming trends in digital marketing, but recent years have shown that with our innovative and trend-oriented mindset Always keep up with the times and grow together with developments in the digital world.
Our 75 food experts at our Berlin location are always on the lookout for new features and innovations that can be implemented on our platform to provide users with the best possible user experience, but also to offer our cooperation partners a platform that is always future-oriented and geared to the needs of our community. Because only if our platform offers the greatest possible convenience for users can we also ensure that collaborations can be embedded in a natural and popular environment and are also positively perceived by our users.
sources:
¹ German Institute of Marketing: “Marketing Trends 2022: These are the trending topics in the new year.” https://www.marketinginstitut.biz/blog/marketing-trends-2022/#reels_und_video-content_auf_social-media
² 99designs: “9 digital marketing trends for 2022 that you should know” https://99designs.de/blog/news-trends/digitale-marketingtrends/
.jpg)