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How TikTok Got Me Out of My Pandemic Cooking Rut – Food52



Like many geriatric millennials, I was slow to come around to TikTok. As Joan Didion once wrote about New York, it struck me as a place for the very young. But last summer I began freelance recipe development for a French food media company, a gig that required keeping tabs on the latest cooking hacks and trends bubbling up on social media. Hand forced, I finally downloaded the app, but strictly, I told myself, on a lurking basis.

To wade through the ocean of content on TikTok, an app with more than 1 billion monthly users, I began with the hashtag pages, where you’ll find the most popular videos relevant to a particular topic. It was near the top of the #waffle page that I stumbled upon creator @peachyslime.

I watched as the hands plated three golden-brown chocolate waffles in a stream of sunlight. The waffles looked perfect—maybe too perfect. The hands added a few pats of daffodil-yellow butter and topped it off with thick, amber syrup. They cut the first bite and then proceeded to smash it all like Play-Doh. A voiceover said the scent reminded her of Eggo chocolate chip waffles. “It has the best texture to play with.”

Spoiler alert: The video didn’t feature actual food but rather food slime, a thriving trend on TikTok—videos in which someone prepares a trompe l’œil dish that is as beautiful as it is inedible. Some users watch for the food porn—“I wanted to eat it,” commented one on the waffle video—others for the nostalgia of childhood pastimes. Commented another, “I am 30 years old. WHY DO I WANT THIS SO BAD.” The video has over 7 million plays.

The more I sifted through FoodTok, as it’s sometimes called, the more I discovered what a strange and fascinating place it is. Food slime is just one example among the multitudes of weird shit uploaded onto the app, alongside other oddities like fake food and cooking on iPads. They exist on a spectrum of food and cooking videos that run the gamut from slick and studied to seemingly impromptu. Their common thread is that they pique the appetite, even the fake ones, and might just move you to cook something.

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Hashtag pages turned out to be a good introduction to who’s who in the Wild West of FoodTok. Pretty soon, I began noticing the same faces (or hands) over and over—these were the influencers, with massive, multimillion-person followings. The #ramen page, for example, led me to Ivan McCombs, also known as @ramenkingivan. His cooking videos are mostly devoted to his preferred noodle and are a joy to watch, especially when he tastes something “bussin.” His ramen lasagna (4.5 million likes) holds a spot in the top three #ramen videos, just ahead of real-world celebrities Gordon Ramsay and the rapper Saweetie.

In his video, the king layers uncooked ramen noodles with Prego tomato sauce and grated cheese. The 26-second video ends with a slurpy noodle bite and a quick review: 8/10. “This is good,” reports Ivan. As far as recipes go, a craft prone to flowery intros and soul-baring backstories, it’s not a very meaty review—but as a viewer, I don’t necessarily need more either. It has all of the ingredients of a certain type of viral cooking video: intriguing, pretty tasty, and a dash of ASMR. Above all else, it’s approachable, no culinary training required. Set to “BOO!” by Championxii, it has a good beat, too. What’s more, it left me thinking about my cupboard and what I could do with those forgotten packets of Maruchan.

Further down on the ramen page, I recognized other viral-video creators, like @nickdigiovanni, a former MasterChef contestant whose videos are polished and rigorously consistent. They kick off with his steely blue gaze and signature knife toss, and end exactly where they began, creating a hypnotic loop. I also spotted @bayashi, one of Japan’s top food TikTok creators, who appears before a midnight-black backdrop that contrasts with his megawatt smile. Like many creators, he wears black latex gloves, a trend perhaps borrowed from BBQ culture, as he prepares and devours his food.

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When I first landed on @bayashi’s profile, I found myself submitting to the algorithm and clicking through video after video. Some of his recipes made my mouth literally water. Others were pure theater—and hugely successful. What, I wondered, does it really feel like to consume an entire block of deep-fried butter? Many of his 9.7 million followers seemed more concerned with food waste, though it’s unclear if they were driven by the environment or sadism. “Finish the butter,” one commented, followed by an army of angry face emojis. Bayashi polished it off between two toast halves, topped with ruby-red jam.

If the highly stylized videos represent one kind of TikTok cooking, I discovered plenty of creators who took a more informal approach, trading the studio aesthetic for intimacy and authenticity. “You guys are fake as hell because when I styled my hair like this, no one said anything,” says @newt (7.6 million followers), a non sequitur before his bang-bang shrimp recipe. “I literally look like I’m about to sell real estate.” As Taylor Lorenz has written, “It’s almost as if you’re FaceTiming a friend while they make themselves dinner.” These more casual videos, however, fare no worse in terms of metrics. When @newt paired the trending Korean cheesy hot dogs with Olivia Rodrigo, I watched his version no fewer than 30 times (and with 12.9 million views, I know I am not alone!)

The more I scrolled, the more I came to see TikTok as a neighborly place, where collaborations, in the form of stitching, duets, and cameos, are encouraged. Take one of my favorite TikTokers, @Lynja, a “regular mom with killer cooking skills.” She teamed up with DiGiovanni to prepare homemade pasta, fusing both of their styles into social media synergy and a plate of glossy fettuccine alfredo with a flurry of chopped chives (16.4 million views).

It is a place that rewards jumping on trends (which is why even the influencers are choking down frozen honey and pasta chips) and at the same time, cultivates originality. Creator @thekoreanvegan mixes thoughtful recipes with heartfelt confessionals; @menwiththepot prepares gorgeous rustic meals in the wilderness, set to the soundtrack of a babbling brook; @justine_snacks signs off her feel-good breakfast recipes with a quick bite and a sunny “good morning!” And suddenly, I’m craving a savory toast.

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Eventually, my voyeurism gave way to confidence. I felt I knew the landscape well, and the stop-motion flow made everything seem so doable—all I needed was my smartphone and a recipe idea. It was time to discover my signature TikTok style; time to transition from lurking to creating.

And so, I filmed the making of a croque madame—delicious, cheesy, and with a bright, wiggly egg on top, I figured it was bound to go viral. Unfortunately, the result was far too cringy and shall remain hidden in the abyss of my phone’s video gallery. My respect for creators only deepened. Even casual-looking videos are far more work and preparation than they appear.

Influencer status may not be in the cards for a geriatric millennial like me, but one thing’s certain: My home cooking has changed since joining TikTok—a place where food and music and personalities and cooking sounds (cracks, slaps, and sizzles) coalesce into a light and, dare I say, joyful cooking community.

If pandemic cooking left me empty—dinner had been reduced to a steady rotation of white rice, fried egg, and [insert roasted veg]—TikTok has refilled my tank with inspiration. It has motivated me to be more ambitious in the kitchen, and at the same time, reminded me that sometimes all you need is one good ingredient—a bright fillet of salmon or a hunk of nutty Parmesan—to throw together an exciting meal.

I recently tackled @bayashi’s stuffed chicken breast and @the_pastaqueen’s mint-kissed mac and cheese. Next, I’ve got my eye on @jennymartinezzz’s quesabirria tacos.

Maybe I’ll try uploading another video soon. In the meantime, I’ll keep scrolling for ideas.

Have you learned a cool trick from food TikTok? Share it with us in the comments!

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Shorter Videos Are In Demand. Here’s How Different Social Media Platforms Are Reacting.




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Opinions expressed by Entrepreneur contributors are their own.

With TikTok and Instagram Reels slowly conquering social media marketing, there’s no mistake: Short videos are in demand.

The average length for most, if not all, business videos is only six minutes long. And that number is set to decrease as consumers look for shorter videos.

With that in mind, why are short videos in demand? What platforms are implementing short-form videos the best? And most importantly, how can they benefit your business?

TikTok – Changing consumerism, one video at a time

Where shorter videos are concerned, TikTok has always led the industry. What started as a merger with quickly became one of the world’s most powerful social media platforms. And what made it so famous? The same concept that made Vine viral short videos.

TikTok has over 1 billion active users, twice as many as Snapchat and Pinterest. For reference, Twitter only has 397 million users. With such a massive user-base, the only thing keeping the platform alive are the 15-second-long videos.

But why are short videos so popular? Simple – people don’t have time on their hands. When they open apps like TikTok and Instagram, they’re more likely to spend time watching shorter videos.  And businesses are already catching up.

The impact of Instagram Reels

With the invention of Stories by Snapchat, other platforms like Instagram caught up on short videos. Instagram Reels presents adults and young users with a more straightforward way to tell others about their day. It employs quick photos and videos that are only available for 24 hours instead of being permanently posted. Now engagement is encouraged, especially after Instagram included the “Swipe” option. This has allowed e-commerce sites to both advertise their products and make instant messaging easier.

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Youtube has joined the bandwagon

While YouTube is more or less a platform for long-form videos, its recent update offers shorter vertical videos. Known as YouTube Shorts, the feature allows creators to engage with their audience in under 60 seconds.

But YouTube has another trick up its sleeve, and this one is mainly towards advertisers. It is “YouTube TrueView” and is the primary advertising technology for YouTube. Through this, advertisers can promote long or short videos, with some being skippable after five seconds.

However, since most people are unlikely to click on longer ads, YouTube now offers 6-second non-skippable ads. The clickthrough rate for shorter 15 and 30-second ads is around 70%, a whopping number for any business.

It’s time to say goodbye to IGTV

With Instagram’s IGTV coming off as less captivating than its Reels and video posts, it has decided to remove IGTV. Instead, it has a separate section for videos. These videos will appear on a person’s profile and can be viewed from the Instagram app.

The change they made here is that videos posted to the Instagram feed can be up to 60 minutes long. The exact reason for doing this is not confirmed. But it seems like Instagram wants a seamless platform where short and long videos co-exist.

This makes long videos more accessible to users using the Instagram app. And it helps promote video tutorials that people typically do not consume on social media apps.

Another significant change is that Instagram videos that are longer can be monetized, a feature not available on Reels. This significantly shifts the focus towards creators who don’t sell a service and want to gain cash through Instagram.

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Does this mean long-form videos are out of the picture?

With short-form videos becoming more popular among consumers, will long-form videos die out? While it’s highly recommended for any business to create videos as short as possible, the answer isn’t that black and white.

While short-form videos will drive traffic from new users, long-form videos are better for brand loyalty. Shorter videos will get more engagement and show up on new users’ feeds. But longer videos will be the backbone of your business.

Of course, that depends on what service you’re offering. Ecommerce companies will want to direct their attention towards short-form videos and ads. However, long-form videos are better suited for when you want to go in-depth about product details. That is, of course, only after you’ve grabbed the user’s attention with a short-form video.

Companies that offer webinars will benefit from longer videos. And so will companies that post interviews. However, promos and how-to videos should remain under a minute or two, depending on how long the tutorial needs to be.

Essentially, ask yourself two questions:

  • First, can the video content be summarized in a short-form video?
  • Do you want to merely catch the attention of the consumer or develop brand loyalty?

The correct formula is neither short nor long, but a mix of both.

What this all means for an entrepreneur

Short-form videos hold substantial market value, especially for new businesses. Take the example of the Dollar Shave Club. What started as a viral video on YouTube grew to become a behemoth of a brand.

And that’s not where the examples end. There are countless success stories like this one that prove the value of short videos.

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Short videos have a higher clickthrough rate, and for entrepreneurs, that’s all you need. Short videos are of particular interest to people with ecommerce businesses. For example, 84% of people say they are more compelled to buy a product by watching a video. And the statistics keep on showing a friendlier short-video market.

There is no doubt that short-form videos are gradually creeping up the graph. And while long-form videos are great for information and brand loyalty, shorter videos are better for PR.

This begs one last question: Are videos beneficial for you? The answer is – yes!

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How to Make a TikTok Video: Beginners Start Here




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Let’s face it, TikTok is the moment.

And with 1 billion monthly active users, it’s time to join the action and get your brand out there to a wider audience!

Want to learn how to make a TikTok Video but don’t know where to start? Don’t sweat it! We broke down all the steps and tools you’ll need to make a viral-worthy first video and make sure your debut is anything but cringe.

Download the full Social Trends report to get an in-depth analysis of the data you need to prioritize and plan your social strategy in 2022.

How to create a TikTok account

First things first, you’ll need to create a TikTok account.

There are different ways to sign up for one: you can use your phone number, email address or social media account. Here’s how to do it using your phone number.

1. Download TikTok from Google Play or the App Store.

2. Open the TikTok App on your iPhone or Android.

3. Click the “Me” or “Profile” icon at the bottom-right of your screen.

profile icon on TikTok

4. Choose a method to sign up (we’re choosing “use phone or email”)

sign up for TikTok using phone or email

5. Enter your birth date and phone number (make sure this is accurate because it’s how you’ll retrieve passwords and confirm your account).

enter birthday when signing up on TikTok

6. Enter the 6-digit code sent to that phone number (see, told ya!)

7. You did it! Celebrate by scrolling TikTok for too many hours.

How to make a TikTok video

Here’s how to get started on your very first TikTok video. Luckily for you, it’s way easier than learning this TikTok Shuffle dance.

1. Hit the + sign at the bottom of your screen.

2. You can upload photos and videos from your phone’s library or make a video directly using the TikTok camera.

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3. If recording directly, hit the Record button at the bottom of the screen. Hit it again when you’re done recording. The default video mode is “Quick” which is for 15 second videos but you can switch it to “Camera” for more editing options and longer videos (15s, 60s and 3 mins), or “Templates” to create a specific style of video.

record button on the bottom of TikTok screen

4. Tap the check mark when you’re done shooting all your footage.

tap checkmark after shooting footage

5. Make any edits or changes on the post page. All your edits are on the right sidebar of the screen. Also, add music or sounds by hitting “Add sound” at the top of the screen.

add sound on TikTok

6. Post that video and share it everywhere! Make sure to include a description with some hashtags so it finds its way to your audience.

post video on TikTok with description

How to make a TikTok with multiple videos

Instead of taking one long video, why not capture shorter videos and edit them together to make your TikTok video? Here’s how to do that (and you don’t need a film degree).

1. Hit that “+” sign to start your video

2. You can either shoot multiple videos directly by hitting that record button after each clip, building up your video with different shots. Or, you can hit the “Upload” button next to the record button and add multiple videos and photos you have stored on your phone.

3. Select all your media and tap Next.

4. You can now sync sound across your videos and make adjustments (or try “Auto sync” which will do the syncing up for you.)

sync sound on TikTok

automatically sync clips

5. Hit Next when done. You’ll be brought to a preview screen where you can further add sounds, more effects, text, and stickers.

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hit next and add suggested sounds

6. Tap Next when you’re done editing your video and proceed to the Post screen.

7. Remember to throw in a description and some hashtags and bingo-bango-bongo you’re the Steven Spielberg of TikTok!

5 things to know before creating your first TikTok

TikTok style is less polished than other types of video

Don’t worry about being too precious with your videos. On TikTok, videos are meant to be candid, and natural—and they should show off your personality. Things like perfect edits, smooth transitions or flawless lighting shouldn’t get in the way of your idea and your own charisma.

Sure, there are lots of editing options, effects and filters to choose from (what the heck is the difference between B3 and G4 filters anyways?) but the real star is you —or, at least all 6 of these friends belting out Lady Gaga for the #caughtinabadromance challenge at this bachelorette. If that’s not candid, I don’t know what is.


That finger stole the show! 😂😂😂 #bachelorettetrip #gatlinburg #caughtinabadromamce

♬ original sound – Arielle Hartford

You don’t have to dance

Good news! You don’t have to spend 2 hours trying to perfect the LaLisa dance tutorial to make sure your video stands out (unless you want to, then no judgment over here!).

There are so many different ways to engage your followers that don’t involve you popping and locking in your living room in front of a ring light (but again, no judgement if you do, except maybe from your pet and their adorable judging eyes).

You also don’t have to attempt whatever this is.


♬ Grab Da Wall & Rock Da Boat – 504 Boyz & Weebie

Hashtags can help more people see your post

It’s no secret a good hashtag can go a long way on TikTok. Strategic use of hashtags will help people find your videos who don’t already follow you, and maybe even see it on their For You Page (FYP).

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Find the best hashtags to grow your views and help get your content recognized by the algorithm. You worked so hard on it, might as well show it off to as many people as possible.

The right song can go a long way

Attaching a trending song to your video or audio from a popular TikTok video can help it get seen by more people. This app has a big music following (lots of new songs are intentionally promoted through the app to help them climb the music charts) so lassoing your video to one of these shooting stars is only going to help you get on more FYP and in front of new audiences.


♬ original sound – Suzy Jones

Your greatest asset is you

Don’t overthink it, just come up with a simple idea and let your personality shine through. The sense of intimacy and community that TikTok brings is why people love this app—it feels personal.

Even if you’re doing a TikTok challenge or trend that’s popular, the thing that will make you stand out is your unique take on it. It’s not about gimmicks but about putting your best self out there. Nothing should feel too staged or self-aware (that’s cringe territory). Pretend your audience are your good friends and approach it with that energy!

@janikon_No, I can’t re-record this, I’m laughing too hard #fyp♬ original sound – Stu (he/him)

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Warner Music reports accelerating streaming revenue from TikTok, Facebook & Peloton in …





Warner Music Group has announced its fiscal fourth quarter and full-year financial results for the period to September 30, 2021.

The major reported continued momentum across established and emerging streaming platforms, while artist services and physical revenue bounced back after the impact of Covid last year.

For the fiscal year, recorded music streaming revenue increased 24% year-on-year to $2.403 billion. In the fourth quarter, streaming revenue was up 22% to $639 million.

Total revenue increased 18.8% (15.4% in constant currency) to $5.3bn for the financial year. It was driven by strong digital revenue growth of 21.9% (19.1% in constant currency) across recorded music and publishing. Digital revenue represented 66.8% of total revenue, compared to 65.0% in the prior year.

“Music is essential to billions of people across the globe,” said Steve Cooper, CEO, Warner Music Group. “But now, more than ever, great talent needs help to cut through the noise. By delivering for new artists and songwriters, returning superstars, and global legends, we’ve also delivered outstanding results in 2021.

“Looking to 2022, we’re excited to release incredible new music from the world’s hottest artists and most influential songwriters. We’re also planning innovative moves and collaborations that will strengthen our leadership position across a vast universe of opportunities, in both the digital and physical worlds.”

For the 12-month period, recorded music revenue increased 19.3% (15.9% in constant currency) to $4.54bn. Digital revenue grew 20.9% (18.2% in constant currency) to $3.54bn due to the strong performance of new and prior year releases, as well as accelerated revenue growth from emerging streaming platforms such as Facebook, TikTok and Peloton.

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Major sellers included Dua Lipa, Ed Sheeran, Ava Max, Cardi B and the Hamilton original cast recording. Sheeran performed a livestream for TikTok to launch his = campaign.

We’re planning innovative moves and collaborations that will strengthen our leadership position

Steve Cooper

During 2020-21, recorded music physical revenue increased 26.5% (22.3% in constant currency) to $549m thanks to vinyl sales. Over the same period, artist services and expanded-rights revenue increased 14.1% (8.7% in constant currency) reflecting an increase in merchandising revenue, partially offset by the impact of Covid disruption on touring and live events.

Music publishing revenue increased 15.8% (12.6% in constant currency) to $761m for the 12 months compared to the prior year. The revenue increase was driven by growth in digital, sync and mechanical revenue, partially offset by a decline in performance revenue.

Operating income was $609m, compared to an operating loss of $229m in the prior year.

“Our strong fourth-quarter results put an exclamation point on an outstanding year,” said Lou Dickler, acting CFO, Warner Music Group. “Even as certain revenue was impacted by Covid, the strength and resilience of our music propelled us to double-digit revenue growth and margin expansion in 2021. As the possibilities for music continue to evolve, we remain focused on delivering shareholder value through our financially disciplined investment strategy and positioning ourselves for the next wave of growth.”

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