The Update: Gordon Ramsay on YouTube Strategy

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

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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,

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

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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,

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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