Youtuber Hendrik Kleinwaechter on his success with bread baking videos
Youtuber Hendrik Kleinwächter has found a niche that excites around 100,000 followers on the popular video platform. The former student of the PFH Private University of Göttingen dedicates himself to Germany’s favorite baked good, bread, more precisely to bread baking, in his successful channel “The Bread Code”. In a recently held lecture at the PFH, he already gave an exciting insight into a subject that is undergoing major changes due to increasingly efficient production methods. In the following interview, Hans-Christian Riekhof, Professor of International Marketing at the PFH, was able to discuss further interesting aspects with the YouTuber.
Prof. Riekhof: You reported to us at the PFH last semester about The Bread Code, which is about sourdough and the “engineering” of bread. What made you start reporting on sourdough on YouTube, and how did it all start? After all, bread baking is not your core competence.
Hendrik Kleinwächter: In the last 150 years, the art of bread baking has not evolved. On the contrary, today’s bread has become much worse in quality. Since Louis Pasteur first isolated pure yeast, bread production has become increasingly efficient. Suddenly there were yeasts available that could perfectly ferment a dough. However, this has led to the quality of bread deteriorating more and more.
It is not possible to produce a good quality bread in two hours. The germination process of the grain converts components such as starch or proteins (e.g. gluten) into other smaller components that can be used by the seedling. This process is activated in the flour by adding water. Enzymes are responsible for this. These enzymes need time. If you bake with yeast, use as little yeast as possible.
Sourdough, in comparison to pure yeast, is a complex structure of different microorganisms. The yeasts and bacteria metabolize the entire flour. The bread at the end has little to do with the original flour. For example, long-matured cheese is usually lactose-free. The same principle applies to sourdough bread.
Youtuber Hendrik Kleinwächter: “I approach the topic like a software developer”
However, sourdough is problematic in the industry, as each sourdough has a different microbiome. The fermentation at your home can therefore be different from mine at home. That’s exactly what my YouTube channel does. I provide the audience with the basic knowledge for natural fermentation.
With this knowledge, you can then bake your own individual sourdough bread at home. I approach the whole topic myself like a software developer. I do continuous A/B tests when baking to identify better combinations. For example, I test different temperatures during natural fermentation. Depending on the temperature, whether at 25°C or 20°C, the taste of the bread can change. As far as possible, I then try to change only one variable and show the differences. This approach seems to inspire the viewers.
Prof. Riekhof: If you were to give the three most important tips to your fellow PFH students on how to build a fan community of over 100,000 followers on YouTube, what would you say?
Hendrik Kleinwächter: 1. Find a topic that excites. This enthusiasm attracts other people. 2. Identify good images and titles for the videos. This is very important for the YouTube algorithm. 3. Evaluate the data of the respective videos and learn what needs to be done better for the next videos.
Interaction is an important metric, says Youtuber Hendrik Kleinwächter
Prof. Riekhof: How much time do you spend on data analysis to analyze and improve the impact of your videos? What are the most important KPIs you use, and what analysis tools do you use?
Hendrik Kleinwächter: That’s almost 50 percent of the time. The algorithm looks at how many people click on the video after it has been suggested. This metric is improved by good titles and preview images of the videos. After that, it is important to keep the viewers entertained. The longer the videos are watched, the more advertising YouTube can make with it. Then I analyze, for example, what points are where particularly many viewers have watched for a long time, or why they dropped out at certain points.
Prof. Riekhof: What do you do to increase interaction with your followers?
Hendrik Kleinwächter: Interaction is also an important metric for YouTube. For this, it is important, for example, to have many comments under the videos. So it helps to call on viewers to comment. Open questions work very well. The questions can also be a bit provocative.
Youtuber Hendrik Kleinwächter: “I now always make a script for the videos”
Prof. Riekhof: What are your experiences in creating the videos, do you have something like a script or screenplay? Are accessories important, how long can individual topics and settings be?
Hendrik Kleinwächter: I now always make a script for the videos. This helps me to keep a clear focus. In addition, the videos then appear more structured. I wouldn’t buy any accessories, but would record everything with the smartphone from the start.
Prof. Riekhof: Do you test the videos for their effect before they are published? You may remember my lecture where I presented the example of the comprehensive tests of the individual episodes of Sesame Street.
Hendrik Kleinwächter: That’s a very good point. No unfortunately not. If there was such a service, many people would pay a lot of money for it. Would there be someone at PFH who would like to implement this?
Prof. Riekhof: Can you make money with YouTube activities? What categories of influencers can generally be distinguished, and which category would you count yourself in?
Hendrik Kleinwächter: You can expect about 7 euros per 1000 video views as income. This also depends on the industry. Computer games, for example, may have 0.5 – 1 euro per 1000 views. My channel is focused on a specific niche. This allows you to place products very well, such as flour or other kitchen accessories. However, such channels also have disadvantages. At some point, a viewer may lose interest in bread baking. Generic cooking channels continuously attract more viewers.
Prof. Riekhof: Which companies are potential advertising partners for you? The topic of “bread baking” is a very exciting topic in terms of content, but for large international (branded goods) corporations it is rather a marginal topic, isn’t it?
Hendrik Kleinwächter: Yes, that’s right. The suitable advertising partners are rather specific for the baking industry. However, you can of course show very specific advertising in the niche.
Prof. Riekhof: Thank you very much for the interview and continued success!
Link:
YouTube channel “The Bread Code”
https://www.youtube.com/c/TheBreadCode
