Allrecipes.com – Social Food Networking at its best

Allrecipes.com is a Seattle based company that bills itself as the world’s #1 digital food brand with more than one billion annual visits to its website. The company started as cookierecipe.com in 1997 and grew into Allrecipes.com with more than a million recipes all contributed by an active community of socially engaged home cooks. The sheer number of recipes and variety is staggering and a little overwhelming to be honest, but the site makes it easy to browse the well-organized content with its simple to use layout.
Allrecipes
Source: Allrecipes.com, November 2012
Allrecipes.com is one of the top 10 social sites, because it allows the users to engage through all available social platforms – member blogs, Twitter, Instagram, Pinterest, Facebook, YouTube cooking videos. It has sustained interest by
• Updating digital content regularly – a new DinnerSpinner app, a video cookbook app designed for the iPad, a new Allrecipes Allstars community etc.
• Targeting audiences and developing specific content in partnership with CPG companies like Nestle, Campbell’s soup etc.
• Organizing competitions and sweepstakes like the “2012 Best Thanksgiving Ever”
The company’s use of Pinterest was so successful that it has become a case study for Pinterest. Allrecipes.com redesigned their site to make it easy for their users to pin recipes. As a result of the redesign, more than 50,000 recipes were pinned in first three months, 139 million Pinterest impressions were created and a more than 900-percent rise in clicks on the Pinterest content.
In summary, the company has been successful because it has been able to stay ahead of global digital food trends and by creating new products and sites to sustain engagement from its users and thereby generating meaningful content.

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