Makin’ Dough with Dough: Yoola’s popular channel So yummy launches in China

Connecting the World with Food

Baumel suggests that food-related content was the most appropriate for launching in China, because food transcends borders and is something everyone can relate to. "We decided to launch So yummy in China because the content about food is the most appropriate for content marketing. There are no language and cultural barriers, and it is very visual and easy to understand," he said.

To further develop a robust Chinese audience in the region, Yoola has built a local team to gain deeper understanding of Chinese audiences' preferences. Moreover, they've introduced distinctive and interesting versions of Western foods and have incorporated stimulating production techniques into their content development. This has propelled So yummy content to over 50 million views a month.

E-Commence opportunities

Besides branded content and working with food-related brands, Yoola is also exploring e-commerce opportunities, including having a So yummy line of deserts and pastries on offer in local Chinese bakeries and other food chains. Baumel is very optimistic about the potential of e-commerce through exciting and engaging content. "We believe this is a huge opportunity as we see a strong and growing trend connecting online content with offline products and experiences," he said.

Providing unique benefits to content creators

As a top MCN, Yoola is proving how creators can truly flex their creative muscles and reach audiences once seen as far beyond their reach.

Baumel said, "Yoola is unique in its content globalization strategy as it takes western content creators and develops their brand and IP in China leveraging its local team, partnerships with major social media platforms, and Chinese KOLs. Therefore, creators have more distribution and monetization opportunities – both online and offline."

When discussing Yoola's plans in China, Baumel said that they are about to start creating videos that are specifically tailored to Chinese audiences.

"A few weeks ago, we posted a video asking the viewers what type of food they want us to feature in our videos. We received thousands of comments with lots of interesting suggestions that we're working on now," he said.

No matter the content type, Yoola is committed to bringing more interesting content, brands, KOL's and various formats to Chinese audiences in the near future.

Eyal Baumel, CEO of Yoola said "We have other content that we already distribute in China, namely DIY, sports, lifehacks. We might bring travel and fashion content soon."

Yoola is currently cooperating with most major content distribution platforms in China and is always keen to find new partners that offer strong potential in the region, Baumel added..