‘Food’ among TikTok’s top 5 content categories

TikTok, the world’s leading destination for short-format videos, known for its diverse content, has witnessed ‘Food’ emerge amongst the top 5 categories with a 50 per cent increase in videos. Professional chefs such as Kunal Kapur, Ranveer Brar, Pooja Dhingra, Vicky Ratnani amongst others have joined TikTok to share their kitchen secrets with the platform’s 200 million user community. 

Recipes, mukbangs, reviews, food displays, kitchen hacks/ tips are some of the most popular themes that are being explored in the food category on TikTok,. The platform’s most recent campaign, #TikTokFoodie garnered an overwhelming response from the users and has clocked almost 4.5 billion views, highlighting the popularity of content around food among its users. As part of the campaign, the users can participate in an in-app poll around favourite snack recipes. TikTok also recently partnered with Zomato for India's grandest food carnival, Zomaland, in order to bring users closer to the country’s wide range of culinary delights.

 Some of the most popular food creators on the platform who have actively been sharing unique and creative content include Ulhas Kamathe (1.6 million fans), Amma ki Thali (808k fans), CookingShooking (613k fans), Sitaram Chahar (639k fans), Abhinav Jeswani (592k fans), Ruchika Asatkar (516k fans), Home Cooking Show (403k fans), Kabita's Kitchen (320k fans) amongst others. The food videos posted by Indian users are also garnering a fantastic response from the global TikTok community across countries such as Thailand, Dubai, USA and UK. 

Chef Kunal Kapur says, “Food allows one to mix craftsmanship with creativity and TikTok is the perfect platform for it due to its inherent nature of enabling users the freedom of creative expression. As a chef, it's riveting to see people come forward and experiment with recipes, leaving one to always stumble upon something new on the platform. I am thrilled to be part of a community that appreciates food and look forward to discovering more exciting content as we move forward.” 

In the past, TikTok has also partnered with food brands to conceptualize interesting and quirky campaigns that have been widely appreciated by the user community. Earlier this year, the platform partnered with Food Food TV for the #FoodofIndia campaign which encouraged users to create and share lip-smacking food content and give an opportunity to its users become famous as a popular content creator in the food category.