By Darcy Maulsby
How do I make pulled pork? How do I cook a pork chop? What do I need to know to prepare a perfect pork tenderloin? A new Back-to-Basics video series on the Pork Checkoff’s YouTube channel has the answers.
“The Pork Checkoff’s digital strategy team looked at what people were searching online about pork,” said Jenna Bieri, social strategy manager for the Pork Checkoff. “We found that the topics were very basic, such as asking simple cooking questions and looking for easy recipes.”
This spurred the creation of the Pork Checkoff’s new Back-to-Basics online video series, which debuted in the spring of 2017. With topics ranging from Pork Chop Cuts 101 to Pork Tenderloin Basics, the videos have received millions of views so far.
“The Pork Checkoff is the authority when it comes to pork,” Bieri said. “There is a lot of misinformation online, so we wanted to expand the Checkoff’s online video library to provide the right information at the right time in the right format to the right audience.”
Pork Perfection in 1 Minute or Less
Most of the videos run a minute or less, which encourages people to view and share them. Of the various social media platforms, the Back-to-Basics videos have been shared most often on Facebook, noted Bieri, who added that recipes tend to be most shared.
“The videos don’t just offer a quick view of pork preparation tips,” Bieri said. “They also include a brief paragraph in the video’s description on YouTube that explains just how easy it is to cook with pork and where to find more information. We want to eliminate any hurdles to enjoying pork.” Consider the description for the Pork Chop Basics video, which has received nearly a million views since it was posted online in April:
“Cooking a pork chop requires salt, pepper, oil and a frying pan. How easy is that? A juicy, flavorful pork chop is just a few minutes away from the table when cooked on the stove top. Follow these easy steps to success:
1) Simply pick your favorite chop.
2) Season both sides.
3) Heat oil in a frying pan on medium.
4) Cook chops 4-7 minutes per side or
until internal temperature reads 145º F.
5) Let it rest 3 minutes. Simply. Delicious.
Other videos offer cooking tips along with a recipe. The pulled pork video description includes a recipe for Perfect Pulled Pork that requires only eight ingredients and a slow cooker.
Taking the Mystery Out of the Meatcase
The Pork Checkoff has expanded its Back-to-Basics online video collection to include a Meat Counter Basics mini-series.
“These videos provide a quick overview of everything consumers need to know to have an informed conversation with their local retail butcher about pork,” Bieri said.
The Pork Che
ckoff is promoting the new videos online through Google’s YouTube TrueView ads.
“The ads are built on the premise that ad buyer
s only pay when someone chooses to watch their video ads, which makes it very cost effective,” Bieri said. “The videos are served to highly targeted relevant audiences on YouTube, and as an advertiser, we only pay if the viewer watches at least 30 seconds of a video.”
The Back-to-Basics videos also are being shared through in-store retail promotions, on the websites of industry partners and through other avenues.
“These are great assets that we can share with state pork associations, retailers, packers and processors to amplify these educational messages to consumers,” said Bieri, who noted that 10 new Back-to-Basics videos will be added soon to the Pork Checkoff’s video library.
Timeless Topics Are Always Relevant
All the Back-to-Basics videos feature evergreen topics.
“Since they aren’t tied to a particular season or promotional campaigns, the videos have a long shelf life,” Bieri said. “They offer a great way to showcase the ease of preparation, convenience and exceptional flavor of pork.”
The videos continue to perform well online, Bieri added.
“Our goal is to help consumers develop cooking habits that include pork,” she said. “We want to give them more reasons to purchase pork and make it a regular part of their meals.”
To create a buzz with busy, functional at-home cooks, 10 Back-to-Basics videos debuted in February. The featured topics, chosen to match the top Internet searches for pork how-to’s for consumers, are:
- How to cook a pork chop
- How to cook pork tenderloin
- Pulled pork basics
- Boneless pork loin basics
- Oven-roasted ribs
- Spiral ham basics
- Easy pork rib roast
- Bacon BBQ pork chops
- Honey ginger pork tenderloin
- Oven BBQ back ribs
Another 10 were released this fall:
- Meat Counter Basics: Ham
- Meat Counter Basics: Pork Loin vs Tenderloin
- Meat Counter Basics: Pork Shoulder
- Meat Counter Basics: Rack of Pork
- Meat Counter Basics: Ribs
- Meat Counter Basics: Pork Chops
- How to Bake Pork Chops
- How to Make Breaded Pork Chops
- How to Brine Pork Chops
- Meat Thermometer Basics
View the videos at: youtube.com/nationalporkboard
“Our goal is to help consumers develop cooking habits that include pork. We want to give them more reasons to purchase pork and make it a regular part of their meals.”
– Jenna Bieri, Pork Checkoff