A recent study showed that using influencers to promote brands leads to a customer retention rate 37% higher than discovering brands through other means.
Among food enthusiasts, the desire for inventive dishes and fun recipes is constant, making cooking channels a key YouTube watch. This month at Instrumental we caught up with In the Kitchen with Kate, a mouth-watering cooking channel with a steady monthly subscribers growth of 1.3%. Hers is definitely a channel to watch for meal inspiration. Here's what Kate had to say:
You obviously get quite creative in the kitchen, where do you get your inspiration?
We have a great network of friends and family who love to help and share new ideas. We also like to keep our eye on the ball for the latest trends which we 'switch up' with our own ideas. I love searching the internet to help me create new and exciting ideas.
What is your all-time favourite recipe?
My all time favourite recipe has to be Lemon Meringue pie. My auntie made this for me when I was younger and I have been making it ever since!
How have you worked with brands or causes?
We have worked with Waitrose, Stork, Virgin Active, Iceland to name a few by collaborating and producing video content for them.
What kind of collaborations with brands work best for you?
We like to work with people who fit in with our ethos of good quality content and fun ideas made 'Easy'
We are one of a selected few 'Tastemakers' working in collaboration with Tastemade a global food and lifestyle network who are cool people who share our passion for great food and video content
What can the challenges be when working with brands?
Brands often have a set perspective of their product. We always try hard to deliver what the client wants but if there is an opportunity to 'switch up' and include something new we will try to incorporate this within our creations.
What would you like to see brands do to work better with you?
Video content is the next best thing to real life. We like it when we are given the chance to use our creative skills to help brands get the message across to their customers in an informative and entertaining way.
What do you attribute your channel’s rapid growth to?
We like to feel that we are very much in touch with our followers in terms of what we deliver. We aim to provide great video content which catches the imagination and with our tag line 'Easy' we try to encourage and inspire our followers to try out our creations