19/09/2020

RGRM-Vacation

Your Unforgettable Journey

The Update: Gordon Ramsay on YouTube Strategy

0:01 >> GORDON RAMSAY: The pressure on a chef today is far greater than ever...

0:01

>> GORDON RAMSAY: The pressure on a chef today is far greater than ever before.

0:05

And you’re not just the chef now, you’re a marketing tool.

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And if there’s one great tool,

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you’re in my business,

0:12

it has to be YouTube. Because that’s a great way of instantly marketing

0:14

the product, the chef, the restaurant, the brand.

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>> SHAR: In this episode of The Update,

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I talk with one of the biggest chefs on YouTube, Gordon Ramsay,

0:26

about how to develop a business strategy centered around video.

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So Gordon, tell us about your journey on YouTube.

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What was your experience making your first video?

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>> GORDON RAMSAY: The first foray onto the platform was extraordinary

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because it’s very cleverly sort of put-together videos of

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sort of mishaps in restaurants for Kitchen Nightmares.

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Whether there was a mouse in the toaster or bloody moldy food,

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all of a sudden, this thing started gaining traction,

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and then customers are telling me, “Hey, I love your YouTube videos.”

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>> SHAR: There’s no denying that our world is changing.

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Can you tell me a bit about the changes you and the team have made?

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>> GORDON RAMSAY: Yeah,

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I mean, in my eyes YouTube has helped to make the planet so much more foodie

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because we had to take that negativity of the last two and a half months of lockdown

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and turn it into a huge positive.

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What does that mean?

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It’s gaining confidence, shooting on a laptop, iPad, or phone.

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>> ON-SCREEN FOOTAGE: DOP, director of photography, there she is!

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>> ON-SCREEN FOOTAGE: Hello!

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And then uploading that video instantly to YouTube

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gives it instant access to the most amazing fun.

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And sometimes, especially across those dark moments

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when the uncertainty was coming in to how long we’re going to be down for,

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I saw the lift in the Ramsay household, who, all of a sudden,

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it wasn’t just me, it was, Matilda, Megan, Holly, and even my wife, Tana,

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that was excited about that fun.

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with YouTube you get that platform for a lot of homestyle cooking to take place,

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not edited and even leaving some of the mistakes in there.

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And that’s what made it so real and so much more tangible.

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>> ON-SCREEN FOOTAGE: Where’s my sous chef? Where is he? Where is he?

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>> ON-SCREEN FOOTAGE: There he is!

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>> SHAR: I love that.

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You’ve been making television shows since 2005

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and creating content on YouTube since 2009.

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How do you think about what content is right

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for your YouTube channel, compared to TV?

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>> GORDON RAMSAY: The most important thing for me

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on creating new content on YouTube

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on creating new content on YouTube

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Big, glossy formatted shows and cleverly edited

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is the opposite of what we do on the platform.

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So that gives me a sort of foray into sort of creating

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new little brands. “Scrambled” was the first big one,

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whereby we’re cooking breakfast.

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Everyone cooks breakfast, but this time I’m inviting a guest in,

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and we’ll go head-to-head.

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“Ramsay in Ten”: How do we get food on the table in 10, 11 minutes?

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>> SHAR: I ask myself that question every night.

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And how do you think about the audience you’re reaching on YouTube

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that you aren’t reaching elsewhere?

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>> GORDON RAMSAY: I think that platform has been sort of

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underestimated for many years.

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And I look at the way my kids now watch TV,

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and 90% of it is downloaded from YouTube

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because they create their own schedules.

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They are not told that it’s on at 7:30 on CBS or ITV at 8:00 on Friday nights.

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They’re already gone.

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They’re making their own networks and YouTube,

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in my mind, that’s how to sort of bring that level of excitement earlier,

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and these kids know what they want.

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We went past at 2.5 billion view last month. 2.5 billion views!

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>> SHAR: That’s a lot of views.

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There’s so much interest in cooking on YouTube.

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This year alone, people are consuming recipe and cooking videos

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nearly 45% more than they were last year.

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What trends and insights are informing your YouTube strategy?

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How are you ensuring you’re capturing that interest and getting those views?

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>> GORDON RAMSAY: There’s been a huge plant-based phenomenon of the last 10 years.

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Something that every chef on the planet has had to take huge notice of.

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I’ve been watching that boom of that generation that are

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somewhat apprehensive of eating proteins and believing that that

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plant’s intake was powerful, and they’re absolutely right.

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So that instant knowledge, you can’t buy that.

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Having access to that kind of data was super important.

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Trying out a couple of those recipes, the vegan, the vegetarians, and then,

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of course, the plant-based huge followers.

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>> ON-SCREEN FOOTAGE: A delicious sauce

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>> SHAR: And you know collaborations are huge on YouTube.

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What’s been your most memorable collaboration?

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>> GORDON RAMSAY: God.

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I have an assistant who runs our social media side, Justin Mandel.

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he kept on going about this “Hot Ones”,

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you got to go on this chicken wing. Really, Just, I am so busy.

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He said no, no, no, trust me, you got to do it.

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So Sean Evans, I got on there Season 8,

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and I think he’s got over 60 million views.

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On a chicken wing. Okay, a chicken wing! That’s how powerful YouTube is.

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60 million watching me eat an overcooked, ridiculously spicy chicken wing. Come on!

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>> SHAR: And finally, I want to ask.

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What advice do you have for other businesses

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that are getting started on YouTube or evolving their video strategy?

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>> GORDON RAMSAY: What’s the first thing you do when you got up to a 10-meter board?

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You spend the next 10 minutes debating should I jump.

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But the minute you jump,

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you can’t wait to get back up there again.

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It’s exactly the same as YouTube.

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Get that content out, strategize, break down the comments.

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Find the general consensus, the feedback, and then move on from there.

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So cast that net out wide.

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Get somewhat frivolous with that leap of faith and becoming a little bit more assertive

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and believe in what you are putting out there.

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I bounce back from adversity, and I’ve always said look,

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failure’s healthy because you never make that same mistake twice.

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take that feedback and run with it.

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>> ON-SCREEN FOOTAGE: Dad, get out.

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>> ON-SCREEN FOOTAGE: Out the kitchen.

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>> ON-SCREEN FOOTAGE: Out.

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>> ON-SCREEN FOOTAGE: Seriously? Seriously? Seriously?

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>> ON-SCREEN FOOTAGE: How do you do a lamb sauce in 10 minutes?

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>> ON-SCREEN FOOTAGE: Mum could do it!