From Dalgona coffee to cereal pancakes to the famous ‘TikTok pasta’, creative food recipes are some of the hottest content on TikTok. We explore the insights behind why the platform has partnered with meal-planning app Whisk to make these videos actionable, allowing TikTokers to save viral recipes and use them later.
As per the partnership, content creators on TikTok can link their videos directly to recipes found on Whisk. By clicking a 'recipe' button on the videos, viewers will be able to see the full ingredient list as well as saving and sharing different recipes. These features give TikTokers the ability to find inspiration on the platform and curate their favourite recipes, much like Pinterest’s model.
The launch comes hot off the heels of the app’s viral baked feta pasta recipe, which was so popular that it reportedly caused a shortage of feta in grocery stores in Finland.
More than just a space for entertainment, TikTok has become known as a hub for education, with its ‘challenges’ a ripe environment for learning and self-improvement. And with people cooking at home more than ever during the pandemic, it’s become a go-to culinary resource for many. Indeed, 71% of people are using social media to find recipes instead of cookbooks, but as lockdowns drag on, cooking fatigue is setting in.
Given this, and considering how participating in viral trends gives people a sense of togetherness and community, there’s room for brands to engage budding chefs with creative and convenient innovations in this space.
Precious Osoba is a junior behavioural analyst at Canvas8. Fascinated by the hows and whys of people and culture, she has a background in social sciences and a degree in marketing. You can often find her in aesthetically pleasing restaurants writing articles for her Medium profile.
