Cookbooks are dead… here’s what is replacing them.
Millennials are all about their phones and tablets, especially in the kitchen. They're less likely to print out a recipe and more likely to cook with their trusty gadgets nearby. These devices aren't just for checking Instagram; they're becoming the ultimate kitchen assistants for the 25 to 34 age group.
So, where do they turn for help? Their smartphones and tablets, of course. Whether they're looking for recipe ideas or step-by-step instructions, millennials rely on their devices to guide them through every stage of cooking.
When it comes to finding inspiration, millennials often start with broad searches like "dinner ideas" or "healthy recipes" on YouTube. They're also big fans of food hacks—those clever tricks that make cooking easier and more fun.
Once they've settled on a recipe, millennials turn to YouTube for how-to videos. They love practical advice and step-by-step instructions, especially when it comes to trying something new. And they don't just stop at the basics. Millennials are adventurous in the kitchen, always on the lookout for unique ingredients and flavours. They're also open to trying new brands, especially if it means adding a unique twist to their dish.
But cooking for millennials isn't just about making a meal; it's about sharing an experience. They're likely to have friends or family in the kitchen with them, turning cooking into a social activity rather than a solo task.
For brands looking to connect with millennials, it's all about being there every step of the way. From inspiring recipe ideas to practical how-tos to creating a fun and social cooking experience, brands have the opportunity to become an indispensable part of the millennial kitchen. By providing high-quality video content and visually appealing images, brands can engage and inspire this tech-savvy generation, making the cooking journey as enjoyable and fulfilling as the final dish.
High-quality video and stills are essential in this context for several reasons:
Visual Learning: Millennials are visual learners. Videos and high-quality images make it easier to understand complex cooking techniques. A picture or a video can demonstrate knife skills, the consistency of a batter, or the proper way to fold ingredients, which written instructions alone can't convey as effectively.
Step-by-Step Guidance: Detailed videos provide step-by-step guidance that can be paused and replayed, allowing millennials to cook at their own pace. This is especially useful for trying out new recipes or unfamiliar cooking methods.
Building Confidence: Seeing the process visually helps build confidence. When millennials see someone successfully making a dish on video, they feel more assured that they can replicate the same results in their own kitchen.
Engagement and Enjoyment: High-quality visuals make the cooking process more engaging and enjoyable. Well-shot videos and vibrant photos can make recipes more appealing and can inspire millennials to try new dishes they might not have considered otherwise.
Social Sharing: Millennials love sharing their cooking experiences on social media. High-quality stills and videos not only guide them in the kitchen but also provide them with shareable content. Beautifully shot images and videos of their culinary creations are perfect for Instagram, Snapchat, and other platforms.When it comes to finding inspiration, millennials often start with broad searches like "dinner ideas" or "healthy recipes" on YouTube. They're also big fans of food hacks—those clever tricks that make cooking easier and more fun.
