I work in IDEO's Food Studio and I'm on a quest to change the way we follow recipes. Or don't. Recipes tell you how to cook in the form of a list of ingredients and instructions. Video recipes show you how to do it.
Most people watch recipe videos to get excited about food and cooking, not for step-by-step guidance on how to make a specific dish. The idea behind the "Best. Burger. Ever." video was to focus exclusively on the inspirational elements of a dish and trust that the video will lead you to try your own version (or just go out to eat at your favorite burger joint!). Hope you enjoy some of my burger love—and don't forget to tuck the napkin into your shirt—this one's a spiller.