How to Survive a 5-Minute Internet Handyman

We live in an internet world made by Tasty.

Beginning in 2015, Tasty’s close-up videos with hands hurry through recipes for goodies like cheese-stuffed potato balls or skates four ways seemed to be everywhere on Facebook.

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

Today, Tasty’s DNA is in TikTok’s food frenzy baked feta pasta or pizza panini. People posting videos on social media hand-focused tasks as a household cleaning and organizing owes to Tasty. So did the 2020 rage of knife-wielding social media cutting into a cake that looked like a Crocs shoe or a sting. And broadly speaking, Tasty and other foods of the 2010s helped establish wisdom videos as a dominant way that we interact through screens.

Tasty’s influence could be everywhere online, but that doesn’t mean it’s a smooth navigation for Tasty itself. The food distraction website is now readjusting to tip our habits in 2022, including to constantly shake up food and zeal to create our own recipes and not just take the advice of kitchen professionals.

Tasty’s transformation will be an attempt at how to create a lasting identity in the digital age, when handcuffs burn brightly for five minutes and anything new – including almost disembodied hands in videos – is being copied from the excellent Xerox machine from the internet.

Allen Adamsonco-founder of the brand and marketing consulting firm Metaforce, told me that the speed of change has made it difficult for products and companies to have a long life.

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

A must-have outfit that appears on Instagram can be mass-produced quickly in Chinese factories and sold in huge volumes online. Toys like the anxious spinner, Pop It! or squishable stuffed animals seems to be in the hands of every child one day, and then they become a poof. Hit shows on Netflix it may stay warm for only a week or two. And the ever-fresh look of Tasty videos is no longer new.

There were fads long before the internet. But there’s so much going on right now that it’s hard for a single thing to hold our attention for long. When our tastes are as hard to define as Jell-O, companies must continue to reinvent themselves while maintaining a consistent identity. It’s not easy.

Hannah Bricker, the CEO of BuzzFeed who is in charge of the Tasty brand, told me that Tasty was comfortable with the rapid fire of our interests and habits. “Iteration is part of our DNA,” Bricker said. “It was our strategy from the beginning.”

Recently, Tasty has revised its website, application, and business strategy to go where our hyperactive tastes go, with the flexibility to change direction when we inevitably turn in a different direction.

In its program, for example, Tasty adds features to let people share their own recipes, and it incorporates cooking together challenges for people to make meals almost together. Bricker said that during the pandemic, people seemed to want more personal interactions and input rather than just taking recipes delivered to them.

With so much online food on TikTok, Tasty also collaborates with amateur video creators. One year layout with the Instacart delivery app, for example, dozens of TikTok creators will be able to post Delicious Recipes inside the TikTok app and then viewers will have the option to purchase the ingredients from the Instacart app. Tasty has a similar arrangement with Walmart.

Bricker described Tasty’s strategy not as pursuing any online diet or the whims of popular programs but as accepting those in his core identity around having fun with food. “Food is universal and personal, and it’s sustainable,” she said.

The challenge for Tasty and many other brands remains major and fresh with the speed of internet time, when the only thing certain is change.

Read more: Take a look at my colleague Katie Robertson article about the dozens of BuzzFeed employees who say the company illegally prevented them from trading their shares in the company at a higher price.


  • Huge spending to protect supplies of computer chips: Industries and governments are concerned about the large number of essential computer chips made in China’s backyard. My colleagues Don Clark and Adam Satariano report that Intel plans to spend at least $ 19 billion for new chip factories in Germanypart of a global effort to diversify the manufacture of electronic brains in everything from smartphones to fighter jets.

  • Writing software code without encoders: As part of the New York Times series on people using artificial intelligence to deal with everyday problems, Craig S. Smith looks at efforts to simplify writing software code to the point where anyone can do it.

  • The legal war over McDonald’s ice cream machines. Yes, really. In 2021, Wired released the ultimate back story of a technical device that helped restaurant owners prevent breakdowns from McDonald’s blurry ice cream machines. The restaurant chain said the technology is a security risk. The small company behind the device, Kytch, is now sue McDonald’saccusing the chain of trying to copy the technology and tarnish Kytch’s reputation.

Here are a few notable recent performances of the national anthem of Ukraine. It was played and sung in concert halls and basketball arenas and on streets in Ukraine and the rest of the world to express solidarity with the citizens of the country. I recommend this presentation of the Metropolitan Opera House in New York.


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