When creating videos, it’s important to know your niche market.

You need to know about your viewers’ expectations – what they are looking for when they watch one of your videos. Instead of focusing on trying to attract 100,000 viewers it is far more beneficial to focus on a hardcore relevant community that consistently follow you instead.

What unique service or product do you provide, that no other company offers? Compelling video production involves thinking broadly about what problems your customers have and try and help them solve these problems by using a video that informs in an entertaining way.

To find out the problems that your customers have, look through the questions that your customer service team receive or try using a Google keyword tool to check the searches for “how do I XXXXX” or “how to XXXXX” that relate to your business.

It’s important to be creative with your content. Here’s a brilliant example of an innovative video created by the artist PES where he transforms familiar objects into Fresh Guacamole. Enjoy!

Hopefully this video has shown how thinking outside the box could spice up a video for a simple recipe.

Inspired by PES, this article is going to have a foodie twist. Here’s a look at two YouTube channels that are doing very well within the foodie niche market.

Food Curated:

Food Curated was set up by a lady called Liza Mosquito de Guia in NYC, with the mission of sharing her love of food and the stories behind it. And guess what, Lisa sensibly chooses to do her all her story telling via VIDEO.

As you would expect, Food Curated also have an innovative YouTube Channel:

Food Curated are doing a great job at promoting artisan food brands across the States. Their Behind the Scene videos are interesting, informative and always depict people who are deeply passionate about what they do.

They give the viewer an interesting insight into the different personalities that work in the food industry.

Take a watch of this video with Dan Cohen, the founder of Danny Macaroons, an artisan Macaroon Company based in Spanish Harlem NYC:

If the above took your fancy, here’s another tasty video to watch. This one features Beth Lewand, the co-owner of Eastern District deli, spilling the secrets behind their signature ham, cheese, and beer mustard sandwich:

A creative twist – Amuse Bouche videos:

An amuse bouche is a single bite-sized dish not listed on the menu and served before a meal. It’s a little taster of what lies ahead.

Food Curated play on this idea by including mini videos, Amuse Bouches, on their YouTube channel which are humorous insights into different food brands:

Here’s one that’s a little bit silly but never-the-less still quite funny. It features employers at Slantshack Jerky commenting on the endless innuendos their Beef Jerky provides:

These mini videos give their website a more light-hearted tone, whilst entertaining their customers.

What Food Curated do well:

The promotion of small, artisan food products.

Informal, personable interviews with the founders and employees behind these brands.

They recognise that video is the best way to interview the interesting and passionate personalities that run these brands, and to tell their story.

They are not afraid to experiment and have a bit of fun.

Serious Eats:

Serious Eats is a website focused on celebrating and sharing food enthusiasm through blogs and the online community. Their website features the latest food news, entertainment, commentary, recipes, advice on eating out, and the exciting opportunity to chat with other foodies.

Alongside their website they also have a YouTube Channel which consists of ‘How-tos’, Recipes and Behind the Scenes videos:

In their How-to videos, Pat LaFrieda answers questions from the Serious Eats community:

How to Order Lamb At The Butchers

Subscriber Tongo Rad writes in: ‘I was curious about a butterfly leg of lamb we recently purchased from the supermarket. It was kind of on the small side, about 6”x 9” and a bit more than 1” thick. Do these come from smaller animals, or are they made from front legs that may be too skimpy to sell as a whole leg of lamb?’

Here’s the video response from Serious Eats:

(a word of warning: if you are a vegetarian, this video probably won’t appeal…)

Their Behind the Scenes videos tend to feature head chefs from different restaurants demonstrating how their signature dishes are made.

Here’s one from Tony Maws, chef owner of Craigie on Main, in Cambridge, Massachusetts demonstrating how their signature, tasty burger is made:

What Serious Eats are doing well:

• They stick to three different but clearly defined types of video on their YouTube channel.
• They have established a strong sense of community amongst their followers. They provide relevant content in response to their followers’ questions.
• Their how-to videos always provide good quality advice in a succinct fashion.
• The consistent tone and content of their all videos reflect the fact that this is a channel dedicated to people who are serious about their food.

Hopefully this article will have inspired you to get a little creative with your video making, whilst always tailoring your videos to your niche.