@starbucksrecipeswithm


5.8 million likes. She now has two million followers. All it takes is one recipe to become viral. For Shereen Pavlides @cookingwithshereen, a former spokesperson on QVC, her most viral recipe is her banana bread viewed by over 20 million people. TikTok is also a resource


mined by publishers and agents for future talent. Poppy O’Toole (@ poppycooks) was made redundant from her job as a junior sous chef at the AllBright private members club in London’s Mayfair during the fi rst wave of the pandemic. Stuck at home in lockdown, she uploaded her fi rst video on April 1, 2020. A year later, she has 1.9 million followers on TikTok, securing a book deal with Bloomsbury to publish Poppy Cooks in September 2021. Even for established cookbook


author, Betty Ann Quirino, based in the US, TikTok plays a part in her creative process. “I have a private TikTok account,” she says. “I don’t see it as a tool to help boost my blog or increase my followers, because I don’t post for those reasons. I’m merely on it for the fun of creating a 15-second video.” She believes TikTok works for a certain audience. “Restaurants who have a younger demographic might benefi t from it,” she says. Working an algorithm, TikTok is equally open to Gordon Ramsay with 29 million fans, chefs between jobs such as O’Toole, and food innovators such as Maya Smith. Like other


@poppycooks


1.9 million followers


The app’s user base in the US spiked 56% to 28.8 million from October 2019 to March 2020


#food


209.5 billion videos tagged as #food


social media platforms, TikTok benefi tted from the pandemic, with creators gaining millions of followers in months. Stuck at home, consumers started cooking more and sharing their creations. TikTok has been downloaded more than two billion times, with a record 315 million downloads recorded in Q1 of 2020, when the world hunkered down for the pandemic, according to a study from Sensor Tower, a gatherer of mobile app store marketing intelligence. The app’s user base in the US spiked 56% to 28.8 million from October 2019 to March 2020, according to the Comscore data cited by eMarketer. EMarketer estimates that TikTok will reach 60.3 million US consumers, or about 27% of social network users, by 2024.


As much as TikTok has the power to


infl uence people to purchase more feta or whip coff ee, it can also bring brands down. During the Black Lives Matter protests in the US, Kirby Lauryen criticised the racist origins of Aunt Jemima, the face of Quaker Oat’s pancake mix and syrup. Lauryen posted a 25-second video entitled How To Make a Non-Racist Breakfast. She drew attention to the racist origins of Aunt Jemima, based on the stereotype of a mammy, a black woman working for white families. Two days later the company announced it was giving the brand a new name and image after 131 years, thanks to the over 4.7 million views of the video. While TikTok infl uencers can do good,


they also have the power to do harm to restaurants. In the Philippines, a viral


94


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77  |  Page 78  |  Page 79  |  Page 80  |  Page 81  |  Page 82  |  Page 83  |  Page 84  |  Page 85  |  Page 86  |  Page 87  |  Page 88  |  Page 89  |  Page 90  |  Page 91  |  Page 92  |  Page 93  |  Page 94  |  Page 95  |  Page 96  |  Page 97  |  Page 98  |  Page 99  |  Page 100  |  Page 101  |  Page 102  |  Page 103  |  Page 104  |  Page 105  |  Page 106  |  Page 107  |  Page 108  |  Page 109  |  Page 110  |  Page 111  |  Page 112  |  Page 113  |  Page 114  |  Page 115  |  Page 116  |  Page 117  |  Page 118  |  Page 119  |  Page 120  |  Page 121  |  Page 122  |  Page 123  |  Page 124  |  Page 125  |  Page 126  |  Page 127  |  Page 128  |  Page 129  |  Page 130  |  Page 131  |  Page 132