It started as a joke in the office, and over the last year this small idea has now amassed over 15,000 followers across all platforms.
“Why would you have OnlyFans when you can have OnlyBraais?” That’s the single question that started a braai movement. I took the idea and ran with it. The original idea was to build a recipe and advice platform. I then thought about building a few things… an affiliate marketing tool, a recipe book or even a customised Google map. All of these things seemed feasible, but we needed content. The problem with braai content was that it was expensive for both my pocket and my cholesterol.
I went on a massive tangent which became a bit of a social experiment. We chose to try see how big we could make a community of braaiers and basically thrive off user generated content. From there, we could use the community to get content which would help build the community. It seems to be working, we have over 10k followers on Instagram and close to 5k on Tiktok. We have used a number growth tactics, but by far the most effective has been to lined the pocket of Zuckerburg with paid advertising.
One of the lessons I learnt was that people love braaing and that there are certain topics that really people want to see but not actively comment and engage. We have a core of people that love to comment and get involved. Having worked with an established community in the past, it’s not surprising.
If you love braaing and want to see what others are doing over the coals, give us a follow at @onlybraais. We have a few competitions lined up for the new year, so watch this space.
