TIKTOK #tiktokfood


tomatoes and chillies baked in the oven until it melts and then mixed with cooked pasta. Her post was picked up by TikTokers in the US in 2019. More than three years on, people are still making variations of this dish around the world. This TikTok phenomenon resulted in


a surge in sales of feta cheese around the world, sales rocketed by 117% at Instacart in the US, and supermarkets from the US to Australia sold out. In February 2021, TikTok users celebrated International Uunifetapasta Day, by cooking the recipe for their families and friends. During the early days of the pandemic


in 2020, the dalgona coff ee – a whipped coff ee drink from South Korea – caught people’s attention. More recently, with the popularity of Netfl ix series Squid Game, TikTok users have embraced the dalgona candy challenge – making the honeycomb candy inspired by the show. TikTok’s typical viewers makes it an


There are over 209.5 billion videos tagged as #food and 41 billion tagged as #tiktokfood on the platform


#fetapasta


661.7 million views by March 2021


ideal partner for businesses trying to reach a particular segment of the population. “Although I haven't fully maximized the potential of TikTok as a platform, it is an eff ective way to target a certain demographic, which happens to be part of our target market at Don't Doughnuts,” says Miko Aspiras, acclaimed pastry chef and owner of Don’t Doughnuts in Sydney, Australia. “It's a fun way to showcase the characteristics that our brand possesses.” Aspiras creates fresh video content every month, to build more exposure to their doughnut business. You don’t need to be a top chef or celebrity to create video with the potential to go viral. Many of the top food infl uencers on TikTok are not food professionals. Tabitha Brown known as @ iamtabithabrown is an actress based in the southern US, who experienced chronic pain and fatigue. After trying a 30-day vegan challenge, she observed improvements in her health. She only began sharing vegan recipes and cooking tips in early March 2020, but her following quickly grew to two million people. One of the youngest TikTok


food infl uencers is Maya Smith, @starbucksrecipeswithm. A Starbucks employee, she started sharing recipes for popular and secret drinks. Her most popular is the Skittles Frappuccino with more than 33 million views and


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