Blog

23.06.2021

The secret recipe behind Ramsay’s success on YouTube

How does top chef Gordon Ramsay manage to get billions of views on YouTube?

WRITTEN BY

Lars van der Peet
YouTube Consultant

lars@team5pm.com

He is known worldwide for his profanity-laden tirades targeted at both amateur and professional chefs, who don’t reach his cooking standards. Gordon Ramsay might very well be the most famous chef in the world. But he is not only a dominant force in traditional television and fine dining. Where other celebrity chefs have failed to capitalize on the opportunities of YouTube, Ramsay generates billions of views on the platform, competing with the biggest food channels in a highly competitive market. In this article we find out what the secret is to Gordon Ramsay’s success on YouTube.

KITCHEN NIGHTMARES AND THE POWER OF ARCHIVE CONTENT

Besides being a world class cook, Ramsey is also a chef with television shows like Kitchen Nightmares and Hell’s Kitchen. Many questions have been raised about the place of television in a digital, ‘video on demand’-world. Will traditional television be able to compete with platforms like YouTube, Amazon Prime and Netflix? The reality is that platforms like YouTube are a big opportunity for television. The last season of Ramsay’s famous television program ‘Kitchen Nightmares’ aired in 2014 yet the show’s official YouTube channel is still uploading 2-3 video’s a week. This is why today in 2021, they’ve been generating 182 million views in the last 3 months. The Kitchen Nightmares channel has currently gained 3.3 billion views in total, while the official Hell’s Kitchen channel has generated almost 1 billion views. This is remarkable as Kitchen Nightmares has been off the air since 2014 while Hell’s kitchen is still producing new seasons.

DAILY VIEWS ON KITCHEN NIGHTMARES IN THE LAST 3 MONTHS

SO, WHAT DOES KITCHEN NIGHTMARES PUBLISH?

The videos on Kitchen Nightmares channel consist of clips from the episodes and compilations of similar moments that return multiple times on the show, like the moment Gordon Ramsay confronts the owners. The most popular videos on the channel are listicles and compilations like Six times Gordon Ramsay Actually LIKED THE FOOD! Kitchen Nightmares COMPILATION with 69 million views & The WORST Pizzas served on Kitchen Nightmares with 46 million views. Regarding the video titles the channel also shows a lot of creativity and humor. This is shown by titles like hippity hopitty Gordon’s on your property, Moments that make me shake my buns and of course… Microwave my salad and call me a donut. This shows that the channel speaks the internet’s language. Something that is also evident in the channel’s thumbnail designs

TRADITIONAL TELEVISION ON YOUTUBE

The gigantic success of Kitchen Nightmares on YouTube teaches us many valuable lessons. It has kept a traditional television series popular and relevant 7 years after the show was cancelled, generating millions of dollars in advertising revenue in the process. Simultaneously its continued popularity has kept opportunities open for a relaunch of the show.

Recently the channel posted a teaser trailer for an all new season for Kitchen Nightmares. It turned out to be an April fools joke yet the comment section went crazy with anticipation. Meanwhile Gordon Ramsay admitted it was a mistake to quit the series and has indicated a return of the show, possibly with a slightly tweaked format and under a different name. It’s return will certainly be a success, supported by the massive popularity of the YouTube channel.

Kitchen Nightmares illustrates the power of archival content and that even older programs can still be of massive value on Youtube. YouTube is not a challenge to traditional television, it is an opportunity.

THE GORDON RAMSAY CHANNEL

Beside the official channels of Gordon Ramsay’s most successful television shows, his own channel (simply called ‘Gordon Ramsay’) has generated a staggering 3.1 billion views and 17.7 million subscribers. On this channel Gordon primarily does what he does best: cook great food. The channel publishes many videos explaining how to make delicious recipes from Fast Food Done Right with Gordon Ramsay to Gordon Ramsay’s Quick and Easy Lunch Recipes. Many of the recipe videos are compilations, extending the duration of the video to an optimized length for YouTube. As we keep hammering: longer content works better on YouTube.

GORDON RAMSAY AVERAGE VIEWS PER VIDEO

When it comes to titles and thumbnails, Gordon Ramsay’s recipe videos focus very much on looking tasty and delicious. The comedic note that we see in Kitchen Nightmares titles is also visible in Gordon Ramsay’s recipe videos. For example one of Gordon’s most famous rants is him shouting “where is the f*cking lamb sauce”. So naturally a video needs to be made called Gordon Ramsay finds the lamb sauce where he creates a delicious lamb recipe.

ROOM FOR IMPROVEMENT: THE USE OF CHAPTERS

Many of the recipe videos on the Gordon Ramsay channel are compilations of multiple recipes. However, they are not clearly separated within the video by a graphic for example. When you want to find a specific recipe, or are not interested in one of the recipes you are watching, Gordon makes it hard to find and skip to the next one. The use of chapters could be a great point of improvement on the channel. Chapters can be added in the description section of the video and will then be visible in the overlay of the video. This will help viewers navigate the different recipes in a video easier

SHARE ARTICLE

Never miss a Team5pm Update again!
Sign up for our newsletter now and get the latest YouTube trends, data insights and everything we are proud of as Team5pm! We don't like spam either so you won't receive this newsletter more than 2x a month.
MORE NEWS
YouTube as a marketing tool for online trading brands

Videos about online trading on YouTube are popular. Data shows that gigantic opportunities are currently being missed on this popular video platform. Do you want to know how to create authority and kickstart your customer journey?

Read more

Top 15 Dutch banks on YouTube

YouTube plays a vital role in the consumer orientation and decision-making process. This also applies to the choice of the right bank. By using YouTube strategically, the right target groups can be reached at the right time. Which banks have done this best in the past 365 days?

Read more

YouTube Advertising: the importance of the consideration phase

Marketing funnel: touch-tell-sell, see-think-do or awareness-consideration-conversion. Every marketer knows them, the different phases of the funnel, but..

Read more

Some online gambling sites also offer players the opportunity to receive no deposit bonuses after setting up their account. Usually, these offers are quite small and represent only a few dollars. However, this allows you to test the slots of your choice with real money instead of having to test them with play money. In addition, you’ll have the possibility to win money that you can withdraw to your bank account if you win. Finally, the last generally suggested offer allows players from IVIP9 to get free spins. Depending on the casino, this offer can be obtained in different ways. Some offer you these spins as soon as you register, and you can use them directly on a slot machine. At other times, you will have to contact live chat first to get them. Some casinos only give you spins after you make a deposit, either automatically or after contacting customer support.
When looking for an online casino, it is always important to choose a site where you can play the best possible games. Since it is difficult to know the individual preferences of some players, we can’t really advise you on which casino you should play at.However, we can point you to casinos that are accessible with legit gambling and offer a wide range of different games. This way, you can choose from a large number of games. Therefore, the probability that you will find a game that you consider good will be maximum.