COOKING DEMOS AND RECIPES ARE HUGE ON TIKTOK: Millions of people are learning how to cook from watching cooking videos on TikTok. The
#recipes hashtag on TikTok has 1.9B views while the
#homechef hashtag has 3.9B views and is frequently one of the top trending hashtags. The popularity of these videos have spread to other social networks like on YouTube, where JazzyVlog’s video “
Testing Viral TikTok Food Hacks” has 400K views, and on Instagram where #tiktokfood has more than 42K posts.
MAJOR MEDIA IS COVERING VIRAL TIKTOK FOOD TRENDS: TikTok recipes are often included in roundups, the recipes themselves are shared as stories and the virality of the recipes make for stories in themselves.
Boston Globe: From pancake cereal to hot chocolate bombs, the year of TikTok food
Good Morning America: A week-long series, A Taste of TikTok, with
this video and article Rolling Stone:
Postmates Launching a Menu Based on TikTok Trends is the Most 2020 Thing Ever Buzzfeed:
21 Easy Recipes on TikTok You Can Make Right At Home Teen Vogue:
10 TikTok Food Accounts With Easy Recipes WSJ:
People are spending a long time making instant coffee US FOOD:
The Trendy TikTok Food Guide: What Are TikTokers Whipping Up? Business Insider:
How to easily recreate 3 TikTok food trends at home Spoon University:
The 5 Best Food Trends on TikTok! AUTHOR HAS A STRONG PLATFORM: Author Valentina Mussi posts cooking demos and inventive recipes on her TikTok account @sweetportfolio, which has more than 1M followers and 20M likes. Among her most popular videos are her Dorito-crusted fried cheese (29M+ views), strawberry milk (26M+ views), and a “Mermaid Milkshake” (19M+ views). Valentina also has 445k followers on Instagram and has been featured on
Today,
Telemundo National News,
People,
Time, and more.
TIKTOK IS THE MOST DOWNLOADED APP EVER. TikTok beat records for mobile downloads, according to the app analytics firm Sensor Tower, which found that in the first quarter of 2020, the platform “generated the most downloads for any app ever in a quarter,” with more than 315 million installs globally across the App Store and Google Play. (
AdWeek)
TIKTOK IS ATTRACTING OLDER VISITORS TOO. While the number of users aged 18-24 grew from 9 million to nearly 14 million between January and April this year, the millennial age brackets are growing at a faster rate during quarantine. There were fewer than 5 million Americans ages 25-34 on the app in January. In April, there were nearly 11 million. (
AdWeek)
SOCIAL MEDIA PLAYS A ROLE IN EATING BEHAVIORS. A study conducted by Aston University in Birmingham, England provides the first evidence that suggests online social circles may influence eating habits. [Appetite Journal, 2020]. This information, along with the fact that short, snappy, visually-appealing cooking videos on social media attract millions of shares and likes, shows why a recipe could find rapid viral success. Though, as
Mashable states in this article, it’s fun to watch the recipes in video format but tricky to follow along while cooking due to the nature of the ultra-short clips and needing to start/stop, which is where the cookbook will come in handy.
