TOI Group

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Rational

In TOI group, and now currently as Little Eats, we feel we have created three videos, and three promo videos, that combine to make a channel and brand that we feel emphasises the message of simple sophistication when it comes to student cooking and cooking in general. Similarly to the first half of this semester, it was challenging to work out when we would create content as our living situations were quite spread apart with one of our group members, so this time we thought it was a good idea to split up the actual content creations so we would each have a go at contributing different things to the channel (e.g., filming, editing, promo).

In class and on our Facebook chat we were able to come up with a concept that we felt was quite original and approachable, also one that interested us the most and we felt we could create truly great content for. However as per usual while filming and editing we were able to add certain things on improvisation that we could use to make our videos better.

One of the most important group decisions we ended up making was the choice to abandon footage from one filming session in order to keep up the quality and standard of our channel as a whole, deciding to re-film something last minute definitely showed our dedication to the project at hand and our determination to make sure that everything looked A-okay.

In terms of music, we focused mainly on quirky yet simplistic sounds to fit in with our concept, making sure our video remained easy to watch and entertaining without getting on anyones nerves.

Our other social media platforms were dominantly Facebook and Instagram as we felt Facebook allowed us to communicate with our viewers and promote material while Instagram allowed us to feature on a very visual basis which was a priority when it came to our concept.

Overall, as a group we have worked through many different complications in order to create a brand that best represented us and the message we were trying to portray.

-TOI

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Our updated link is up which directs to our videos

https://instagram.com/littleeats/

-Tara

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Our third and final video for Little Eats.

Following the release of the promo image and trailer, this video is done to the high quality standard we have created as a group. Maintaining the clean and fresh style created throughout our videos, images and instagram.

Following the previous videos structure for introducing ingredients as the instructions progress, this keeps the viewer from feeling overwhelmed and keeps the videos formate both consistent and easy to follow while cooking oneself. 

Pancake and this recipe in particular need very few ingredients and dishes, it is also likely that the ingredients are things that people would already have in their home. Making them sugarless also introduces a health aspect that many people find appealing.

Again filming was done with mostly natural light in the mid afternoon, when the sun was not as harsh. While filming over stove once again the range hood light was required but did not contrast to highly with the rest of the footage. The shots switch from smooth tripod held to slightly more organic hand held, to create contrast and relatability. Although some were a lot more shaky than needed, unfortunately.

Overall this is a good end to our Little Eats series.

-Olivia.

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For our final episode ‘Pancakes’ we were unable to get analytics due to the 2-3 days turnover to get analytical data.

What I could find however was the amount of views so far which was 11 views and our likes which was 2, one up from our last video.

This video is looking promising to steadily gain more views as time progresses, due to our gaining of more Facebook and Instagram followers.

We feel that followers who have not already watched the videos will do so in due course when such dishes are needed. All our videos have been posted to Facebook so they are only a few clicks away when needed.

- Tara

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Third Promotional video!

This was created after an unsuccessful attempt previously discussed. A pon a group discussion to create a full three videos , starter, main and dessert, this was our chosen dessert. 

In the lead up to the release of the full video this and a promotional image were release to continue our method of generating interest in our upcoming videos. This format has proved to have worked in the past and creates a nice pattern for our followers to understand. 

-Olivia

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Due to our first dessert video failing to be appropriate for our over all aesthetic we created a new pancake/crepe video to better success!

Unfortunately since it was uploaded 2 days ago we are unable to get the analytics.

The only data I could get at short notice was our current views and likes.

Looking at how our other promos have gone we forecast they will get a similar amount of likes and views to our previous promo videos which is anywhere between 14- 40 views.

Desserts are also quite a popular search so this could also contribute to more views in due course.

- Tara

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Analytics for gender have finally come up and we can now reveal that our largest audience by far is 95% women from New Zealand.

Our viewers are also beginning to use the ‘like’ button more and we were up by 3 likes since our last video. The likes help our videos get more exposure so this opens our video up to more potential like minded people who would enjoy the video.

We also discovered that people tend to watch back this video through the youtube watch page, this is normal for a cooking show as one often plays back specific segments in the video to fully understand how to create the food.

For watching duration, our average viewing duration was 2.09 minutes. This is two thirds into the video. We believe this could be due to some shots in this video quite long and may not be engaging over a long period of time. Quicker cuts could make a difference in future videos.

Over time, we feel that the video will gain views steadily, rather than spike which is a much healthier development and will make this channel long lasting and potentially more sustainable.

- Tara

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For our second promo we got lower views but our viewers tended to be engaged for longer.

Also we had a change from getting viewers from external sources and youtube watch pages to traffic from youtube channels. This points to the idea that our viewers are going to our channel to view our videos which I feel is a success because this then exposes our viewers to more media/videos that we are producing. They are also more likely to subscribe through our channel.

Although we are unable to get data on the gender of our viewers, we believe the large majority to be women. This is due to who shares our videos and who have been most engaged in our different media outputs.

Our youtube search traffic source is up also which is promising that people are getting the word out and viewing our videos by remembering our cooking show name.

- Tara

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When we dropped our first full video, we received less views but more shares, which was confusing to say the least. Quite a bit of the footage was used in our teaser trailer so it could be due to people believing the may have seen most of it already.

Almost 90% of our viewers watched this episode directly from our youtube watch page which gave us a higher chance for people to subscribe and look at our other videos.

A new development was that we were getting 8.7% of our viewers from ‘suggested videos’ which could be due to our striking and clean aesthetic as it stands out from often bland toned suggestions. This aesthetic also comes across as quite professional so people will be clicking assuming that they will get a certain cooking episode and I feel they get it with this video. Simple, sleek, straightforward.

This video was viewed exclusively by a New Zealand audience.

- Tara

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ANALYTICS // 

For our first promo was quite well received. It gained a modest 50 views through sharing it on our Facebook page and through our own profiles.

Our top geographies for this promo was New Zealand and Australia which made sense for who this promo was shared to. There was also an unknown region that was represented but we are unsure what or who this is.

We were pleased to see that we retained our viewers throughout around 3/4 of our video which is a success as our viewers were quite engaged throughout the video.

Another interesting piece of analytics was that we had a 16% search rate, which means that our viewers had physically looked for us on YouTube. Showing that there was somewhat of a demand for this promo.

-Tara

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Failed Final Video

Our final video, a dessert tutorial, was going to feature layered crepes with berries and cream.

Tara and I filmed this one morning and all seemed well, the lighting was pretty good, not great considering our Student Accommodation but good enough that we could make something that looked decent.

However while I was editing later that afternoon, I struggled to see how this video was going to fit in well with our others, as I personally felt the quality of our youtube had gotten quite high and I didn’t want one last video to be the thing that would drag it down.

After consulting with the rest of TOI, we came to the conclusion that we would not continue with, nor post this video if we weren’t completely happy with it. After all, it was not only important to our grade but also it wasn’t to the standard of our other videos.

Olivia then offered to film the third video at her house, thinking we might as well bring our series to an end with a 3rd video as we were all willing.

Although it was a bit of a disappointing to be wasting the footage we had originally filmed, it was good to have made a group decision on what would be the best for our group, grade and channel as a whole and we are very happy with the results.

Imogene~

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This is our second full video. Following the release of a promo image and trailer, this video continues with the clean and fresh style of our first video. This video extends on the first however as this is a main as opposed to a starter. 

To keep the instructions as simple as possible we opted to include the ingredients as they are introduced into the recipe. This way the viewer does not feel overwhelmed by the many different elements at the beginning and instead focus on the process and overall aesthetic.

San Choy Bow was the chosen for the main as it is simple, quick and easy to make, while still being both appealing and healthy. As a group we considered our vegan and vegetarian audience and how they would react to a recipe/video including meat, and concluded that it would be interesting to see how our data will be affected.

To film we used natural lighting at about midday when the light wasn’t as harsh in the kitchen. When filming over the stove top the shot required the range hood light on due to the dark shadows. The shots switch from smooth tripod held to slightly more organic hand held, to create contrast and relatability. 

Overall we felt this video and the lead up process was very well executed and hope our analytics reflect this. 

-Olivia.

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Here’s a little teaser for our next video! 

For this video we decided to do an easy main with simple ingredients while still making it tasty and somewhat unusual. 

In preparation for the release of our second full video we created another teaser trailer to generate interest. Keeping to the clean and simplistic style with green to make everything seem fresh. Also by starting the trailer with the question “Feeling Peckish?” makes the viewer feel involved as though the following footage may make them consider this question more.

Without giving away the ‘secrets’ of the recipe this teaser still gives the viewer a good sense of what kind of food the up coming video will cater to. 

The music is also upbeat and kwerky to instill the type of feel/vibe we want to create on our channel. 

Overall we as a group would consider this video a success.

-Olivia

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Coming to you this Saturday!

Before the posting our second full video we decided to continue with the same formula of teaser Images being the first released. This image is to be followed by a trailer and then finally the video itself.

Continuing with the clean and simplistic style we decided on at the beginning of the assignment, this image generated a good response on our facebook as shown below.

-Olivia

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(via https://www.youtube.com/watch?v=wbutCzHwz4s)

Here is our first video for our LittleEats Youtube. As we are following with a starter, main and then dessert theme we think the recipe we have chosen best fits to our goal of being simple yet sophisticated. 

We had some issues when it came to filming locations, but decided we would just use 222 as although the kitchens are ugly, we could use different camera angles and shots in order to clean that up a bit and make it look more to our ‘aesthetic’. 

We also had footage trouble as Tara’s camera was full while we were filming and we ended up losing clips of the Tortilla chips and needed to re-film at a later date. Luckily the recipe is very simple so it was a minor issue.

In the last stages of editing, I made the decision to leave out the option of putting instructions within the video as I felt the visuals were so easy to follow that they didn’t need words that could potentially interfere with our look, instead I left a full recipe in the description which could be used if needed by our viewers.

-Imogene

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Promo, Promo, Promo!

When each video was uploaded to Youtube, we were constantly making sure that we were sharing it on our different domains and spreading as much promo as we could to help boost our channel and improve views.

Not only on the Facebook page, but also in the descriptions of the youtube videos, I thought it was very important to list our different forms of social media so viewers who were interested could find us easily and interact with us.

Using our Instagram within the description, we were also able to provide another way for our viewers to interact and review us by encouraging that they try our recipes and send us/tag us in photos! We felt this was extremely important as it not only made our content sticky, but also made our entire brand more friendly.

Imogene~

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FACEBOOK // LIKES AND HIGH RESPONSE RATE //

We are very pleased to have a high response rate for our Facebook page!

Through enquiries by our Facebook fans we have been able to improve our product, making the over all experience of Little Eats far more enjoyable.

By being able to reply in a quick, prompt and friendly manner it shows that our ‘customers’ and fans opinions and concerns are taken seriously.

We take every complaint, opinion or ‘room for improvement’ and reply with ways we could fix it. This shows that we agree that the fan has a valid point and that we can change in whatever small way that is to make everyone happy.

Also, we have grown our fan and consumer base by 35 people this week which is a modest but healthy growth. Most Facebook likes have come from our Facebook friends although we have had some from friends sharing our link which has beneficial. 

- Tara