Digiday
02 August 2017

Food Network, whose parent company Scripps Networks Interactive was acquired this week by Discovery Communications, is bringing its brand of home and lifestyle social video content to an international stage.

During the last month, Scripps Networks Interactive’s international teams, which include London, Singapore, and Warsaw, have collectively created 50 standalone short videos. Those that perform well will be repeated or spun into regular series for social media platforms.

“Our home and food content and brands perform well internationally, so we’re leaning into that further, leveraging the content in as many places [as possible],” said Vikki Neil, gm of Scripps Lifestyle Studios, the digital studio of Scripps Networks Interactive. “We’re seeing which content does best and then making sure we promote and support it, aligning all our efforts.”

For instance, the London office created a 60-second video about cherry croissants. The video was shared on the Food Network U.S. Facebook page and Cooking Channel’s Facebook page, and it has nearly 3,500 shares and 9.5 million views. Another example: The Facebook pages for Food Network U.S., Cooking Channel and Asian Food Channel shared a 60-second video on ice cream flowers, which has about 64,000 shares and 12 million views.

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