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We live in an online world made by Tasty.

Tasty’s started in 2015 close up videos with hands Four ways to speed up recipes for desserts like cheese-filled mashed potatoes or sliders appeared all over Facebook.

Tasty, part of online media company BuzzFeed, called these “hands and pans” videos, and — I’m not exaggerating — they helped shape the internet as we know it.

Today, Tasty’s DNA is in the TikTok food craze cooked white pasta or Pizza Panini. People posting social media videos hand oriented tasks homey cleaning and to organize I owe Tasty a debt. So was the 2020 social media knife craze cut a cake It looked like Crocs shoes or pickles. And in general, Tasty and other 2010s food brands helped create smartphone videos as a dominant way we interact through screens.

Tasty’s influence may be ubiquitous online, but that doesn’t mean it’s okay with Tasty herself. The food entertainment website is now overhauling itself to lean towards our 2022 habits, including the ever-changing food innovations and the enthusiasm of not only taking the advice of cooking experts but creating our own recipes.

Tasty’s transformation will be a test of how to create a permanent identity in the digital age. fads burn bright for five minutes and everything new – including the practically disembodied hands in the videos – is copied by the internet’s wonderful Xerox machine.

Allen AdamsonThe co-founder of brand and marketing consulting firm Metaforce said that the speed of change makes it difficult for products and companies to survive.

“The time between having a unique product offering and having a competitive option has always been short in technology. Now it’s short on everything,” he said. “The end of competitive advantage.”

A cool outfit that popped up on Instagram Can be mass-produced quickly in Chinese factories and sold in large volumes online. Toys like fidget spinners, Blast him! or crushable stuffed animals it seems like they will be in the hands of every child one day and then they become puffs. hit shows on Netflix it can only stay warm for a week or two. And the once fresh look and feel of Tasty videos is no longer new.

There were fashions long before the internet. But there is now so much of everything that it is difficult for one thing to hold our attention for long. When determining our tastes is so difficult with Jell-O, companies must continue to reinvent themselves while maintaining a consistent identity. Not easy.

Hannah Bricker, managing director of BuzzFeed for Tasty brand, said Tasty is uncomfortable with the rapid change in our interests and habits. “Duplication is part of our DNA,” Bricker said. “It was our strategy from the beginning.”

Recently, Tasty has been overhauling its website, app and business strategy to get where our hyperactive tastes go, with the flexibility to change course when we inevitably take a different direction.

Tasty, for example, adds features to its app that allow people to modify their own recipes and includes co-cooking challenges for people to virtually cook together. Bricker said that during the pandemic, people wanted more personal interaction and input, rather than just getting the recipes they were given.

Tasty, which has many online cooking videos on TikTok, also collaborates with amateur video creators. inside adjustment For example, with the delivery app Instacart, dozens of TikTok creators will be able to post Delicious recipes, and then viewers will have the option to purchase the ingredients in a few clicks within the TikTok app. Tasty has a similar arrangement with Walmart.

Bricker described Tasty’s strategy as not chasing every online food craze or the whims of popular apps, but embracing those in their core identity for fun with food. “Food is universal and personal and enduring,” he said.

The challenge for Tasty and many other brands is staying current and up-to-date at internet speed where the only sure thing is change.

Further reading: Check out Colleague Katie Robertson article It’s about dozens of BuzzFeed employees who say the company is illegally preventing them from buying and selling their shares in the company at a higher price.

Before you go …

• Huge expenditures to conserve the resources of computer chips: Industries and governments are concerned about the large number of essential computer chips being produced in China’s backyard. My colleagues Don Clark and Adam Satariano report that Intel plans to spend at least $19 billion. New chip factories in GermanyIt’s part of a global effort to diversify electronic brain production in everything from smartphones to warplanes.

• Writing software code without a coder: Craig S. Smith, as part of a New York Times series about people using artificial intelligence to tackle everyday problems, Simplify writing software code to the point where anyone can.

• The legal battle over McDonald’s ice cream machines. Yes really. Wired in 2021, ultimate back story A tech gadget that helps restaurant owners prevent their bulky McDonald’s ice cream machines from failing. The restaurant chain said the technology was a security risk. Kytch, the small company behind the device, Now suing McDonald’saccuses the chain of trying to copy technology and tarnish Kytch’s reputation.

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Here are some Notable recent performances of Ukraine’s national anthem. It was played and sung in concert halls, basketball courts and streets in Ukraine and the rest of the world to express solidarity with the citizens of the country. I recommend This performance by the Metropolitan Opera in New York.

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