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  • Writer's pictureNicolas Bon

The Rise of Food Content on TikTok: Brands and Creators Embrace Culinary Trends

In the ever-evolving landscape of social media, TikTok has become a hotspot for food-centric content, attracting both creators and brands alike.

This trend is not isolated. Influencers like Aaron Maternowski and Desmond Scott have diversified their content to include food, leveraging TikTok's vast audience. Celebrities like Selena Gomez and Brooklyn Beckham have also joined this wave, launching cooking shows and series. This surge in food content is not just a fad but a reflection of a broader shift in the influencer marketing landscape.

Industry experts have noted a significant uptick in food influencers. At the agency we observed 30% increase in client demand for food content creators. Despite the lack of concrete industry-wide statistics, the trend is undeniable. Christopher Douglas of Billion Dollar Boy highlights how food content offers a low-barrier entry point for creators seeking to diversify their content, thus maintaining relevance within social media algorithms.

The universal appeal of food content opens doors to collaborations with a wide range of brands, from snack manufacturers to appliance companies. Molly Benton of CookIt Media points out the cost-effectiveness and high quality of content that food creators can produce from home, making it an attractive option for brands.

The pandemic-induced growth of TikTok has emphasized the platform's potential for influencer marketing. However, TikTok's changing monetization strategies necessitate that influencers adapt and explore alternative revenue streams. Paige MacDonald, a TikTok influencer, exemplifies this adaptability. Initially focusing on trendy content, she found success by shifting to cooking videos, leading to partnerships with various brands.

Despite the influx of food content creators, industry experts are optimistic. Food content over-indexes other verticals in terms of views and engagement. Detert emphasizes the universal and insatiable nature of food content, which ties into numerous other categories.

In conclusion, the rise of food content on TikTok signifies a dynamic shift in influencer marketing. Creators and brands are increasingly recognizing the potential of culinary content to engage audiences, foster brand partnerships, and explore new revenue streams. The trend is not just about the food itself but reflects a broader strategy to remain relevant and capitalize on the diverse opportunities presented by social media platforms.

To conclude this article, we at Clark Influence are thrilled to share our groundbreaking study focused on TikTok content creators in Canada and the U.S. This research is a first of its kind, delving deep into the evolving landscape of this rapidly expanding platform. Our primary goal is to delve into the world of influencers, understanding their content creation process, their driving forces, and how they partner with brands in an era where TikTok's influence in the social media realm is escalating. Additionally, the study aims to offer vital insights for brands looking to craft impactful TikTok campaigns and foster honest collaborations with influencers. Furthermore, I'd like to extend an invitation to explore the culinary services our agency provides


Clark Influence, an agency of enthusiasts who will be able to accompany you in the great adventure of influence

We will put your brand and your products in the hands of the best ambassadors. We will create impactful concepts with influencers so that your communication makes an impression!

If you would like us to find you talents capable of embodying your company via a turnkey influence campaign: contact us! We would be happy to send you a service offer.


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