Forget Instagram perfection and lean into TikTok weirdness
On the ground with the future leaders of the restaurant world
A minute is not a lot of time to learn how to cook. That’s how long your typical TikTok user has to make a video — four 15-second clips strung together to get your point across. The point of the platform is the short attention span, the way you can reveal a trick or a joke or, in this case, a complete meal.
Social media has obviously been conducive to cooking instruction, as well as a way for chefs to promote themselves, find new audiences, and transition from chef to celebrity chef. But TikTok still feels like the wilderness of social media. You can search via hashtag, user, or song , and follow users you like, but so much of it feels like wading through the internet’s psyche, and stumbling upon weird and wonderful gems.
We’ve spent a lot of time watching TikTok recipe videos , and now, a break down of what makes a compelling version:Jessie Sayhey, a 30-something student and parent living in Arizona, started posting cooking videos when she went back to college. “My heavy school schedule left me with little to no time do make TikTok videos and have fun on the app, so I decided to start filming myself making my family dinner,” she said. “It was simple to me, I had to eat, and I also wanted to play on TikTok.
A lot of TikTok recipe videos have some element of aggressiveness, humor, or sloppiness. Users like Sayhey or @mpgevns use weird voices or throw their ingredients around. Others showcase the warped, overhead lighting of suburban kitchens, the ingredients poured straight from the box or imprecisely scooped out.
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