Thursday, January 20

Why are recipe videos triumphing on TikTok?

"Our videos can summarize a recipe in a few seconds, now people are looking to see a lot of information in a short time".

“Our videos can summarize a recipe in a few seconds, now people are looking to see a lot of information in a short time.”

The best known of TikTok are its music videos, both famous and anonymous, but the brevity of its proposals and the closeness with the users is turning this platform into a successful learning tool of all kinds of subjects, such as cooking.

From simple recipes like watermelon ice cream or stuffed buds to other more complicated ones like pesto pasta or rice with ribs, the few seconds a TikTok video lasts is enough to teach the most inexperienced cook.

“Our videos can summarize a recipe in a few seconds, now people want to see a lot of information in a short time”, Ani, one of the creators of the @fithappysisters account, explains to EFE.

That is one of the secrets of success not only from recipe videos, but of all those who bear the label #LearnConTikTok, that already exceeds 9,800 million views, and that deals with topics as diverse as languages, history, sports, geography, art or cuisine.

The naturalness with which the subjects are taught is another attraction for the public. That is why many TikTok creators such as Laura Martín, creator of the @missohlaura account, tells EFE that she uploads videos that do not seek to be “pretty or professional” but “fun and close.”

For this reason, videos, less than a minute long (some even as short as 15 seconds) at accelerated speed, aren agile, with surprisingly precise instructions and without skipping a single step of preparation, with the cook explaining the recipe in detail, to the rhythm of catchy music.

Many creators also believe that it is easier for their videos to go viral on TikTok than on other platforms. “There are people who do not follow your account but end up finding your videos because they are interested in your type of content”, says Verónica Larco, creator of the @inmyvegankitchen account, to EFE.

Closeness with the followers

Videos are seen by so many TikTok users thanks to its main page called ‘For you’ and their tags, which show users cooking content they are interested in from accounts they may not have previously followed.

Another advantage of TikTok that the creators of this platform see is the ease they have to Connect with your followers through the comments on your videos.

On TikTok there is a very direct conversation; for example, people can ask me for a different version of a recipe that they have already uploaded, “says Verónica Larco.

Since its inception, TikTok has sought to give visibility to its creators, which is why they launched the label this June #RecipesdeSummer, that creators of gastronomic videos have included in their videos of dishes from this time of year, with the intention of reaching as many views as possible.

The success of the videos has opened many doors professionally in the gastronomic world. Some of these creators have started generating content for brands like Ybarra, Pastoret, Dr Oetker and Oster.

“The Italian Academy Chef in Camicia also gave me the opportunity to meet and interview the chef Paco Pérez at his Miramar restaurant, “says Laura Martín.

Marta Caparrós, from the Edelman team, the communication agency that represents TikTok, believes that this platform has “so much potential” to improve current advertising “that more and more brands in this sector will work with these creators.”

Many content creators are very grateful to have these opportunities, but most indicate that they areu main goal is to share quality videos to teach its users to cook new dishes.

“I am not anyone’s ‘influencer’I only make videos to inspire and make people think, “says Laura Martín.

While for Ani, “if you set a goal and close yourself on it, you don’t update yourself” so she and her sister prefer to see what Trend mark and focus on that so your account keeps growing and doesn’t get out of date. What is clear is that the kitchen has come to the platforms to stay.

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