We have been researching the web for the best videos that could be used to build an interactive city guide and here are some of our top picks.
Urban List’s Top 10
Bondi Harvest: Day Tripper
Guy Turland is the ultimate food and lifestyle presenter, doing a bit of BBQ between two surf sessions.
Tastemade: Day of Gluttony
Tastemade have many formats involving exploring a city via its food. The concept of Day of Gluttony is simple: 24 restaurants tested in 24 hours in one city!
24 Toronto Restaurants in 24 Hours
Vienna: Interactive City guide
This is a brilliant idea from the city of Vienna, the YouTube video embed below is pretty cool but for a true unique interactive experience visit the site, pick your presenter or click to get more information on each place visited.
Proper interactive videos by Unique Guides
Video Path: Berlin
If the video itself is not that exciting it is a great showcase for Video Path’s interactive features.
Joel Dale: Prague is beautiful
Although not really a guide, our friend’s Joel’s use of movement and cinematic effect provides a deeply enjoyable and immersive experience.
Lonely Planet’s Visual Portraits
No words needed for this city visit!
Gastronomic films are at the heart of Orama’s DNA.
The launch of a YouTube Channel: The Plate
We have created over 500 videos that have engaged over 7 million viewers for our clients.
Our market leading gastronomy showreel demonstrating #FOODART at its best, was shared by thousands globally and covered repeatedly by leading International press.
The video showcased the bespoke Orama methodology which we described in a ReelSEO article about Restaurant Marketing.
- Content & Visuals targeted to your audience
- Format & Story
- Video Optimisation
Appetizing Video Content
Given our broad filming repertoire, we decided to use existing footage from the filming of over 36 Michelin Starred Chefs around the globe.
As growing experts within the food industry, we developed a clear understanding of what would draw in an audience of foodies: cooking and the assembly of finished dishes. Famous chefs and restaurants are desirable but if the food doesn’t look sumptuous, then no name will tempt them.
For us, the visuals would be the main catalyst and our audience reacted strongly to what the press described as “Food Porn at it’s best”.
Watch a video that condenses 23 Michelin stars in 60 seconds
A complete story in ’60 seconds’
Our analysis demonstrated that foodies would respond best to content that was 10% restaurants, 15% chefs and the remainder cooking and food images.
We called it ’23 Michelin stars in 60 seconds’, just enough to signpost who it was aimed at and to encapsulate the whole story. And ‘Food Glorious Food’ from Oliver as a theme song fit perfectly.
Optimising effectively means you have more chance of the right people finding and engaging with you. We do that as part of the start-to-finish service for our clients. In our video we made sure that we ticked all the boxes so that foodies around the world could find it. And they did!
Below is a record of the video’s performance just one month after launch.
PR and Social Media Exposure
- Featured in various newspapers, including Le Monde
- Most popular post in April on the Facebook page of FOUR – the word’s best food magazine.
- Eater.com described it as a “Whirlwind Look at Michelin-Starred Restaurants”
- It was tweeted and retweeted over 200 times, including by the Michelin Guide
- 19,000 views in a month mainly from the US, UK, Germany and Holland
- 160 subscribers: we are particularly proud of this at is the strongest form of engagement and increases with the number of videos (we only have one).
- 79% of the video is watched: people get hooked thanks to the strong start and fast pace
- Traffic to our website Orama.tv increased by 110%
Most of all it reaffirmed to us that within the uber competitive world of YouTube it is possible to produce world class video content with the power to reach a global audience. Our high success rate, showcased the reliability of a structured approach to creativity balanced with a reasonable budget.
In our “Thought for Food” series we ask few questions to thought leaders in the areas of food, technology and social media. Last time, we spoke to Jamie Spafford from the YouTube cooking team of the widely popular Sorted Food. This week, we talked with chef, YouTuber and entrepreneur John Quilter aka The Food Busker. He is the founder of CruKafe, presenting on London Live’s Food Junkies and regularly works together with Jamie Oliver.
John Quilter – The Food Busker
1. There’s a trend for watching and sharing food online not just eating – how can we explain it?
It is really interesting because food videos have gone ballistic. Chefs have a popstar status these days, which is funny for someone like me who has been in the cooking industry since I was 16. What is great about food videos is that they give a tangible gift. You can walk away from them not only with a piece of entertainment, but with the knowledge on how to replicate that dish and I think that’s what gets people really excited. There’s a real gift in that, it’s accessible, and it can be shared. The chef can share it with the audience, and the audience can share it with their friends.
2. What are your opinions on #FoodArt and #FoodPorn?
Things have changed so much in the past years and I think things are getting stronger in terms of food media. #FoodPorn – it’s insane. It’s like Cronuts – it’s the croissants and doughnut that was made by a New York based chef. People queue from 2.30 in the morning till 9.30 to get their chance at this cronut, which is only selling for 5 dollars. There’s 900 people in the queue. I believe the reason for all this is that the bubble burst in 2009, when a lot of people were living on credit, their lives, their jobs, and the way they lived was very much tied up to this sublime credit-vibe. A lot of people reevaluated their lives in 2009, and a lot of people decided to reboot their existence. What’s happened since then is affordable luxury have absolutely gone through the roof. Daily luxuries that people can really enjoy, such as macaroons, cupcakes and coffees. They are little pleasures. Maybe I cannot go on an expensive two week holiday, but I can buy chocolate. Price isn’t the most important thing when you’re considering your coffee, your chocolate, these sort of things, but the quality and experience and how responsible they are. So, #FoodPorn – affordable luxuries – these trends are just going to continue to grow.
3. TV vs YouTube, Old vs New? Your opinion
Most food television is very old hat. It’s for an older audience. The food telly tends to be white, middle-class and middle-aged. Of course, London is not like that, and a lot of the world is not like that. Traditional television is frustrating for me because it doesn’t really excite me. What does excite me is a more urban, down to earth approach, which is what you can do online. That’s what is great about online – you can just do it, make it happen, and it’s bloody fun! With TV you have to spend months getting everything boxed down, whereas with online you can just go out and do it. I only work when it’s genuine and authentic. I always make sure that there’s still fun in whatever I do. That’s the thing with online and these younger audiences – they pick up if things are not genuine. Online you’ve got this wonderful opportunity not only to create your own content very cheaply but also develop a genuine authentic relationship with your own audience and then interact with them. They can tell you what they like and dislike, and what they want to see next.
4. The food industry: how can brands benefit from that?
For brands there is a waking up process that has to happen for a whole bunch of people that tend to be over the age of roughly 35. There’s a massive opportunity and it’s not going away, it’s only going to continue to get bigger and eventually dominate the mediascape that’s out there at the moment. It’s a lot more efficient, a lot more in-depth, and it’s helpful to understand what is going on with your actual customers – plus you get to participate in a far more rewarding way. As a brand, don’t mess around, be genuine, be real, and make great content that is genuinely entertaining and gives something back. I think younger people in particular are just so tired of brands that don’t act responsibly, that think they can get away with stuff, and that don’t really care about the issues that are important today. Brands should interact with their audience through an exciting format.
5. How does this trend affect the consumers?
For Crukafe, we are being responsible and transparent when communicating that. We try to communicate with our consumers through video. That’s how we can really communicate our ethos and what’s important to us. Video is really good at developing a relationship. In our regular films we show people how they can use their coffee in recipes. What we want with our customers is a relationship we can foster, we want to find out what we can do better, how we can improve the product, and video is a great bridge for doing that. People’s attention spans have reduced so significantly. They don’t want to read! So send them a video. That’s a great way to communicate, it’s far more entertaining, and far more engaging. At the end of the day, it’s about creating a community for people that love coffee and if we can add value to the product that we are sending by showing you how to make incredible tiramisu or coffee chocolate truffles, that’s great.
To follow John Quilter: