Facebook Cooking Publisher Forgoes Advertisements, Growing Commerce With Subscriptions & Products
Despite Facebook algorithm changes, ChefClub has managed to stay successful, engaging customers not with traditional advertisements but instead with offers like its up-and-coming app-driven video subscription service
Many Facebook publishers attempt to draw revenue from their page views by increasing advertising. The popular French publisher ChefClub is moving away from advertising, however, to generate revenue in other ways.
ChefClub, which “tops the Tubular Labs leaderboard ranking for cross-platform creators in France,” has maintained strong view numbers despite Facebook’s recent algorithm change. The company attempts to stay ad-free in a few different ways, the first of which is branding its content with other food products such as Tabasco sauce or Haribo candies. This helps ChefClub increase its branded content, bringing French recipes to a global market.
The publisher has also released a cook book featuring some of its recipes. The book was wildly successful, selling out almost immediately. ChefClub plans to produce more cook books and make them available outside of France. As part of its revenue-generating process, the company utilizes its own video end cards that funnel customers to products in lieu of using Facebook ads.
Finally, ChefClub will be releasing an app-driven subscription service next month. Subscribers will have access to 12 additional video recipes that do not appear on the free site. While many Facebook publishers are struggling with the algorithm change, ChefClub has managed to stay ahead of the curve by being inventive about how it monetizes its site, and does so ways that engage more directly with consumers.