In 30 seconds:
- TikTok recipes are a go-to. What are the best TikTok recipes, and what makes them so appealing?
- Viral TikTok recipes and food hacks are changing the face of our kitchens, and there are some key ingredients that make them so successful.
- We’re helping your brand chomp right through the competition by taking some insider tips on how to create brilliant TikTok recipe content.
TikTok recipes are booming. With #recipes having over 14.9 billion views on the app, it’s fast becoming the go-to place for food inspiration and easy recipe ideas. The age of confusing cook books and long-form food blogs is over, and a new era of snappy scrumptious short-form videos has begun.
We all know that the best way to a person’s heart is through their stomach, right? Well, that’s no different for Tikokers. That’s right, young people love their grub – and the majority of Gen Z (TikTok’s majority user base) even believe what they eat defines their identity. This could explain why food purchases rank overwhelmingly as their highest spending priority.
But where – and more importantly, what – are young people learning to cook? Whilst some young chefs (such as Eitan Bernath) cite Youtube as their initial cookery teacher, a gigantic 53% of Gen Z say that they get the majority of their food inspiration from TikTok alone.
Forget the dusty student cookbooks of the past: thanks to #TikTokRecipes and #FoodTok, TikTokers are cooking up a storm, resurrecting and inventing classics and adding a dollop of creativity to everything in sight.
TikTok = the new Google
Why is TikTok so brilliant for finding such tasty treats?
Finding recipes on Google is becoming less appealing. There are so many options out there, and often, they require reading. Not just reading the instructions and ingredients, either – often users have to scroll through a whole life story before getting to the information they need.
In fact, it’s such a well-known (and annoying!) phenomenon that it’s become a meme – as this TikTok video shows.
@pollinateme KELSEY! I’m sorry, I don’t care about how much you nephew loves this recipe. #relatable #help #food #fyp #tiktok #evil ♬ original sound - Tik Toker
At the same time, consumers’ attention spans are shortening.
TikTok’s short-form video content therefore presents the perfect way to more easily digest engaging information.
In fact, when on the hunt for a place to eat, 40% of Gen Z are now bypassing Google for TikTok. TikTok’s search is so advanced that it serves its users with exactly what they’re looking for, and quickly. Whilst technically not a search engine just yet, TikTok is starting to behave like one and is incorporating suggested searches even when users are viewing comments.
Furthermore, Google even seems to be helping TikTok on its way by incorporating Tik Tok videos into their SERPS. We can see that users are increasingly searching terms like “TikTok recipes healthy”, “TikTok recipes easy”, and “TikTok recipes chicken” on Google – so it’s clear hungry consumers want instant answers in a TikTok format, even when they’re not searching on TikTok.
What are the best recipes on TikTok?
(and what can you learn from them?)
With so many viral recipes out there, TikTokers are spoiled for choice. So we’ve portioned these out for you with our top TikTok recipes per mealtime/occasion, plus what you can learn from each one going forward. Let’s begin with the most important meal of the day, so you can get your brand rising (and shining) in the right way.
Breakfast / Brunch
Pesto Eggs
Move over, avocado toast: a new brunch favourite has arrived. According to TikTok food influencer Amy Wilichowski (@amywilichowski), this ingenious take on breakfast will “change your life”. Simply substitute your usual olive oil with pesto, add in some chilli flakes and enjoy.
What can your brand learn from this?
#tasty, #pretty and #easy
In terms of why this works, this recipe is not only visually interesting, it’s tasty, perfect for veggies, and so easy to make. Simplicity is the biggest factor here. Most people already have a jar of pesto sitting in their cupboards, so this is the perfect easy “hack” to zhuzh up your brekkie. Keeping things simple, easy to make and with minimal ingredients will have your recipe videos winning. So far, it has amassed over 12.3M views on TikTok – and counting.
Lunch
Salmon Rice Bowl
With the original viral recipe credited to food influencer Emily Mariko (@emilymariko), thousands of TikTok users have now put their own spin on this ‘iconic’ Japanese-inspired dish. It includes cooked salmon, flaked, cooked rice (normally a day old) and one slightly strange ingredient – an ice cube. The ice creates steam in the microwave to make the dish succulent and moist. Squish down that salmon, splash on the soy sauce and reap the benefits of this healthy lunchtime bowl.
What can your brand learn from this?
#zen, #trendy and #eco-friendly
This no-effort-required 5-ingredient recipe clearly ticks all the ‘easy and tasty’ boxes, but is also a great way of using leftover salmon. Thrifty or sustainable hacks for using up food is an important element to consider in recipes, especially for Gen Zers. 78% of Zoomers think food needs to be more sustainable so minimising food waste is important for them; not to mention, it addresses cost of living concerns.
Dinner
Baked Feta Pasta
TikTok’s Baked Feta Pasta (courtesy of Yumna Jawad (@feelgoodfoodie)) was one of the most searched recipes last year, making it the most iconic dinner recipe of #FoodTok. And it lives up to the hype. This takes literally no prep at all, and it’s a perfect choice for a mid-week dinner. Adding a block of feta cheese into a baking dish and surrounding it with cherry tomatoes, olive oil, and seasonings may just be the fastest way to create a delicious pasta with a perfect crispy bake.
What can your brand learn from this?
#time-saving twist on a #traditional recipe
Let’s face it, you can’t move for pasta recipes online (even Gigi Hadid has shown off her vodka pasta recipe on TikTok), but this particular cheesy rethink has been successful thanks to its simplicity. With a prep time of just 10 mins, you pop the whole dish to bake in the oven for the remaining 45. Unintimidating and delicious, this one-pot creation is a favourite for those who haven’t got time to faff with their food. Making things effortless is a huge trend for recipe-searching TikTokers, so take this on board with your own recipe content.
@feelgoodfoodie Baked feta pasta with cherry tomatoes!! Recipe on blog • Inspired by @grilledcheesesocial 😘 #tiktokpartner #LearnOnTikTok #fetapasta #recipes ♬ original sound - Feel Good Foodie
Healthy
Green Goddess Salad
If you search for “TikTok recipes healthy”, you’ll likely stumble across this recipe. One of the most popular TikTok recipes in 2021, this salad doesn’t mess about. An update of a more indulgent dressing, this healthier glow-up was created by Melissa Ben-Ishay (@bakedbymelissa).
What can your brand learn from this?
#nutritious #delicious fuel for the #health-conscious.
Simplicity is the order of the day again here, combined with the fact that this salad is not only beautifully versatile, but it’s also guilt-free, approved by fit-fluencers and nutritionists alike. That cabbage won’t be the only thing that’s getting shredded this season. TikTok users are increasingly health-conscious, and this kind of recipe will definitely appeal to them. Make things healthy and tasty, and you’ll get plenty of interest.
Want to read more about how Gen Z is changing the world of healthy eating? Take a look at our article: Gen Z Healthy Eating: What We Know and How to Attract Them.
@bakedbymelissa Answer @ieshaworthen__ The OG Green Goddess🌿 #vegan #bakedbymelissa #saladrecipe #greengoddess #salad #cooking ♬ original sound - Baked by Melissa
Drinks
Dalgona Coffee
This whipped coffee sensation dominated TikTok during the first lockdown and has remained a firm (but undeniably soft) favourite across the channel. Instant coffee, hot water and sugar combine to create a soft textured mousse. This can be added to a milk of choice to complete the iconic drink.
What can your brand learn from this?
#novelty, #aesthetics and #variety
When this TikTok trend appeared, most of the world was pretty unfamiliar with this niche South Korean concept. Its blissful, almost ice-cream-like texture made it an instant hit and compounded by how cute it looks, Dalgona coffees were something to wake up for (and take pictures of) in those dark pandemic days. Its photogenic characteristics made it a source of inspiration, with tons of new variations happening, like matcha dalgona coffee and strawberries and cream flavours.
@sabsweets making a dalgona coffee cause it gives me first quarantine vibes 🥲🤎
Sweet treats
Chocolate Chip Cookies
One of the most influential TikTok users, Kylie Jenner (@kyliejenner – 46.4M followers) took to the app to share her chocolate chip cookie recipe with the world. And she didn’t disappoint. Oreos move over; TikTokers are DIYing their own sweet snacks; #cookies has racked up over 12.7 billion views, with thousands of users trying twists from mug cake cookies to air fryer chocolate chip creations.
What can your brand learn from this?
#foodfluencers and #keepingitreal
Everyone has a cookie recipe under their belt, but there’s always room for one more. Whilst not strictly a food-fluencer, Ms Jenner’s recipe has reminded us that even global superstars need comfort food. Sticking to home classics done in a new way can be particularly enticing, so take a leaf out of this delicious baking book and get your traditional sweet recipes out there.
@lifewithtuyen trying ms @kyliejenner’s chocolate chip cookie recipe 💅 #cookies #baking #chocolatechipcookies #learnhow ♬ need to know x goosebumps longer version DJ Lilli - DJ LILLI
How to get your brand cooking with gas on TikTok
Now we’ve whet your appetite, you should be thinking about how to serve up the most impactful TikTok content for your brand. How can you increase interest in your food product, via any TikTok recipe from ramen to cheesecake? Let’s dish up.
1. Think about the visual hook
A great way to start your TikTok recipe video? With the end result. Reel in users quickly with a mouth-watering shot of your finished dish and they’ll want to watch on to learn how to make it.
But that’s not the only way to use visual hooks. Ever heard of the phrase “trust the process”? Sometimes recipes look really weird until the very end. If there’s a step that looks visually arresting, this should be your first shot. That will get viewers interested too.
Whilst Gen Z have a taste for the traditional, they do love a side order of strange food, too. Indeed, the weirder the recipe, the better. If it looks unusual (think Cloud Bread), you’re halfway there, but give a tried-and-tested classic an esoteric twist, and you’re well on the way to a viral food trend.
2. Keep it simple, short & snappy
The next step is to showcase your process. Demonstrate this with slick transitions so that it feels pacey – and make sure to include any interesting shots, like pancake flipping. Use in-video text to provide useful information, such as ingredients, amounts and timings. Remember: it’s easy to pause TikTok videos, so don’t worry about giving users loads of time to read every detail.
As mentioned above, TikTok’s growing search engine is smart, and in order to hack the TikTok algorithm*, you need to be as simple and to the point as possible. You’ve got to create short 15-60 second content that sticks in the minds of your audience and offers up a visual as well as a culinary treat. Make each video cut snappy and keep things concise. Then you’ll be halting those hungry eyes.
*Want to know how to crack the algorithm? We’ve got you. Check out EXPLAINED: How To Hack The TikTok Algorithm And Go Viral. Alternatively, to learn how to rank in TikTok Search Engine Optimisation (SEO), read our article, TikTok SEO: How to Get Discovered on TikTok.
3. Use sound to your advantage
Way back at the dawn of time, TikTok started out as a music app Musical.ly, and sound is still central to its success. We’re not talking about your average video soundtrack; no, we’re talking about ASMR, the sensory response sensation that is Gen Z’s lullaby of choice. So – use it to stand out.
Whilst listening to (and watching) strangers eating and drinking online may seem odd (check out @anna.antoje eating a kiwi fruit), there’s no denying that there’s an audience on TikTok who are absolutely there for it. Start out by incorporating the crunch, pop and sizzle of your products into your videos and see where it takes you.
Alternatively, you could try soundtracking your video with a popular TikTok song or even a TikTok sound meme – the right choice can help explode your reach. If your corn ribs video didn’t include the catchy “corn song” in the summer, you missed a trick!
4. Look for more ways to have fun
Real people and interactive challenges are what TikTokers are all about, and food is absolutely fair game. Be as wacky as you like, and make it memorable.
We worked with US brand Idahoan Foods to create a viral “mashed potato dance” that generated over 14 million views, with a 20% engagement rate. So fun really is the ticket. Make sure you stay responsible; we don’t want any repeats of the cinnamon challenge or similar.
You don’t need to be super instructional, either. TikTok users don’t expect a perfectly polished step-by-step recipe in under 60-seconds – they want to get an overview of the recipe to put their own spin on (TikTok users want to have a go themselves). Even better if there’s an #epicfail involved; it shows you’re human and creates trust with your audience. Challenge your viewers to do better than you!
Food for thought
Digesting recipes on TikTok is not just great for your own culinary skills – it will help you cook up a juicy social media strategy too. Sometimes too many cooks won’t spoil the broth, and it’s best to get some steady hands involved.
Get in touch to find out how we can create the ideal campaign to get Gen Z drooling. We have a creative strategy team just ready to sprinkle some brilliant ideas, plus the science, software and savvy to bring home the bacon.
Eager for seconds? Check out our other insights below for more ways to tickle the taste buds of Gen Z.
