A result to which, again on the short video platform, should be added over 300,000 followers – and growing – that the brand has reached in its international version in English.
The Mondadori Group’s food media brand immediately won over the community of the popular social network thanks to a mix of exclusive content and an original approach, designed with the aim of actively involving an increasingly broader audience and becoming a point of reference in the kitchen, also for younger people.
In fact, the formula of short video recipes has proved to be a winner for GialloZafferano not only on TikTok, but also on other social networks, in particular Instagram, with over 40 million views every month.
This success has been achieved thanks to an editorial programme involving more than 50 top creators: from Aurora Cavallo, (@cooker.girl), with her unmistakable red apron and a vast repertoire of “traditionally new” recipes, to Daniele Rossi (@danielerossichef), the irresistible Tuscan chef capable of bringing everyone closer to popular traditional dishes and the very best raw materials, up to Khalid El Mahi (@foodqood), with a range of dishes rich in Middle Eastern influences, and Andriana Kulchytska (@adrianathrr), constantly looking for the most amusing ideas with a nod to the world of fitness.
A group of young and dynamic talents, which, from today, is enhanced by the exclusive collaboration of food creator and TikTok ambassador Diletta Secco (@dilettasecco), promoter of the concept of sustainability in the kitchen, with simple recipes uniquely designed to reduce waste to a minimum and raise awareness among the community on the issue of healthy food with a reduced environmental impact
“Embracing social media as a communication paradigm means always being ready to experiment with new approaches and to interface with continuously evolving targets. The brand’s development strategy is consequently reinforced by the collaboration of the many creators that GialloZafferano is able to attract and making us the home of the best talents in the kitchen,” declared Andrea Santagata, General Manager of Mondadori Media. “Our constantly growing numbers confirm once again the brand’s outstanding vocation for innovation, which is capable of evolving by always putting people’s needs and requests at the core of what we do.”
The success achieved on TikTok confirms GialloZafferano’s leadership in the cooking segment. Giallozafferano.it is the website of reference with a unique audience of 15.4 million users per month (Source: Audiweb, April 2021), to which should be added leadership on social media, with a community of 19.3 million fans across six platforms.
These results also contribute to the growth of the audience of Mondadori Media, the leading publisher on social networks with over 41.4 million fans (Source: Shareablee and Insight, June 2021) and a point of reference also on TikTok, where the company is present with 8 other brands, in addition to GialloZafferano, and more than 2.5 million fans overall.
These innovations also mean new opportunities for our commercial partners, who can reach new audiences and take advantage of innovative editorial formats, making use of both the Mondadori Media content factory and the unique team of food creators that collaborate with its brands