Food and beverage content appeals to a wide audience — after all, everybody eats and drinks. But which content types does this audience crave more than any other?
On YouTube — the video platform with the longest tenure — audiences have quite the sweet tooth. The top-performing food and beverage videos (when measured by total views) are primarily candy and dessert videos — clocking in at 35M and 33M average views, respectively. Desserts attracted 20% of views across top food and beverage content, and candy garnered 19% of views. But when it comes to most average engagements, meal prep videos — which include most recipes and tutorials, and showcase how to combine ingredients to create a complete meal — and non-alcoholic beverage videos win at 164K and 156K, respectively.
Food & beverages genre performance
We compared the share of published videos to the share of viewership for candy and dessert vides, and found that viewership outpaces video publication by 4% and 3%, respectively.

While recipes and tutorials videos are published more than any other content type on YouTube, viewership still outstrips demand by 3%.

What can brand marketers do with this information? Create more candy and dessert videos, particularly recipes and tutorials, where applicable. By incorporating insights about top-performing content types into your organic and paid video strategy, you can set yourself up for success across social video platforms.
For more insights on the food and beverage space, download Pixability’s latest report.