As the publishing industry seeks stability in the wake of the pandemic, Meredith Corp is making video an increasingly important part of its long-term content strategy.
Meredith’s newly-appointed Chief Digital Content Officer Amanda Dameron is leading an expansion of the publisher’s video portfolio. The most recent launch is a new Food & Wine show, “Pastries with Paola”.
The series, which stars celebrated pastry chef Paola Velez, debuts with 13 episodes. The videos focus on how to make easy desserts like empanadas and chocolate cake. They also celebrate Paola’s Dominican heritage and culinary traditions.
Collaborating with diverse talent is a vital part of Dameron’s vision for video at Meredith, “as represented by Paola’s show, and every show that we have in development. We are interested in telling stories that are uplifting, that are optimistic…and are told in an inclusive way, in a multicultural way, in a way that truly embraces the world as it is,” she said. “We take tremendous responsibility in that.”
Video as a vehicle for expansion
Long gone are the days of a simple printable recipe card. Increasingly, audiences turn to their social media feeds for food inspiration and helpful information.
Dameron believes that video as a format is more important than ever before. “Rising generations are looking for content that shows them how to do something correctly, how to break down the steps,” she explained. More than that, she sees video as a conversation between content creators and the audience. At Meredith, the tone is informal and intimate, and allows for feedback, especially when distributed via social media.
“When you couple that with a platform in which it’s easy for the audience to share their insight, their questions, and to be able to use that insight to refine the series itself, there is no format better made for that than video,” she emphasized.
However, Food & Wine’s video strategy is not limited to short-form on social media platforms. The video team is experimenting with producing content in a range of styles and lengths, from short how-to’s to longer, documentary-style pieces.