A Guide to Making One-Minute Social Media-Friendly Cooking Videos for Wineries
May 31, 2023
By Nadia Nouri
I’ve always been passionate about demystifying the world of wine, especially for my fellow Gen Z friends who aren’t exactly sure where to start. One of the most commonly asked questions in our tasting room (especially for some of our more obscure varieties) is, “What food would you recommend pairing with this wine?” With cooking videos having taken over the internet, it seemed like a no-brainer to film and post the recipes we already have on our website so we can share how our wines can easily be paired with familiar dishes. While filming and cutting down a 20- to 40-minute recipe into a 1-minute video isn’t an easy feat, it’s well worth being able to share different ways of enjoying our wine – and we think more wineries should do the same. The benefits of creating cooking videos include:
Reach. Our average reach on Instagram is roughly doubled for recipe reels, compared to the average reach of our other reels. That reach allows us to connect with those who may not have otherwise discovered our wines. And this makes sense; short-form video has taken over the social media space, boosted by Instagram's algorithm and the natural appeal of video. Because, let’s be real, a photo of a bowl of soup can only have so much appeal — it’s got to be able to stop you mid-scroll.
Durability. Not only do more people see our videos the first time they appear in their feeds, but our recipe videos get 8x more saves on average than our other videos, meaning people will come back to those particular videos, and may use them as jumping off points for more of our content. Plus, a one-minute video with actual process of how simple it can be to achieve a delicious wine pairing is shareable content for Tablas Creek fans and foodies alike.
Approachability. These videos allow us to showcase our wines in a more approachable and accessible way. By pairing each wine with a recipe that customers can easily make at home, we can break down the perception that wine pairing is out of reach unless you're already a sophisticated wine drinker. Easy-to-follow recipes that have been bundled up into a short video are also a fantastic introduction to wine. Our goal is to create videos that are both informative and entertaining, making it easy for anyone to feel comfortable experimenting with wine and food pairings.
If you haven't seen them on our feed, here's a recent video, pairing our Dianthus Rosé with a Spanish omelette:
A step-by-step guide to making cooking videos:
What You Need:
- Phone: videos on social media do not necessarily need to be high production, so any camera works!
- Tripod: having a steady picture will make a difference in the final product. It doesn’t need to be fancy, but it is definitely worth investing in a tripod to have your hands free while cooking.
- Good lighting: Whether you’re using artificial lighting or natural light, it’s important that the videos are bright.
- Editing software: I use CapCut for editing all my videos, but use whatever platform you like and feel comfortable with.
How To Film And Edit A Cooking Video:
- Plan out your shots: The less you have to move your tripod around the better. Be prepared for every step in the recipe; think about transitions, close ups, what parts of the recipe are going to be the most appetizing or satisfying to watch.
- Film each part of the cooking process: If you have to chop up 4 carrots, you don’t need to film chopping every single one, but capture at least one of them. This will give you more choices of clips to choose from when editing. While it might seem daunting to film every single step, it will make the recipe easier to follow if each step is shown, even if for just 1 second.
- Film the finished product: Plate it, add garnishes, pour wine, and really set the scene.
- Take pictures: Having photos for a cover shot helps keep your feed looking consistent and clean.
- Import all clips into your editor: From here you can begin trimming down clips to find the best content to use for the final video.
- Add background music: Find sounds that are trending on Instagram or TikTok to add to the background of the video to give some interest. I like to import the sound into the editor so I can sync the clips to go along with the rhythm of the music. CapCut’s editor allows you to directly link your TikTok account to find trending sounds or saved sounds.
- Export and Share: Export the video at a quality that your chosen platform suggests. Then it is finally time to share your recipe with the world!
After making a dozen or so cooking videos, here are a few tips and tricks I’ve learned along the way:
- Source recipes you know will pair well with your wine: We have a variety of recipes - some from renowned chefs, and others from the Tablas Creek cru. With the recipes that are on our website, we already know they’re tried and true, but we have tried new recipes with some of our wines before that didn’t work out. So be sure to test them!
- Ensure you have enough storage on your phone: While this might seem like a no-brainer, when your phone is full of Tablas Creek sheep content like mine, you might have to take a moment to clear out your camera roll before being able to film.
- Take your time: Not only does the recipe have to taste good, but it has to look good for the camera. The recipe should be visually appealing, so be sure to keep that in mind during filming.
- Tell a story: The video should have a clear beginning, middle, and end. By the end of the video it should feel complete, not like something is missing.
- Keep it short and sweet: I like to keep our videos fast-paced and under a minute, which can be time-consuming in the editing process, but is well worth it.