Does #FoodTok actually try viral recipes? It depends on the dish.

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If your ICT Tac the algorithm is something like mine, your For Your Page is flooded with amateur chefs, unique recipes, and ideas for your leftovers. #FoodTokas we call the gourmet side of the application, is part of the TikTok main categories.

#FoodTok’s most-watched clips garner millions of views, but do they inspire viewers to recreate the recipes they see? According Instagram, the results are inconclusive. The company known for its eponymous shopping app has measured the retail impact of various #FoodTok trends. In some cases, viewers rushed to Instacart to order ingredients for a memetic recipe. Other trending dishes remained on the feed rather than being added to shopping carts.

Instacart’s report is based on a phenomenon it called the “Baked feta effectin reference to a viral pasta dish that exploded on TikTok last year. As baked feta pasta made its rounds on the internet, shoppers added its ingredients to their Instacart orders. At the height of the recipe’s popularity, it appeared in 4.6 times more Instacart orders than normal, and supermarkets had to face feta shortages.

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butter boards received tons of traction on TikTok earlier this year, but the sleek spreads proved too tough to qualify for the Baked Feta effect. Instacart hasn’t seen a major spike for butter carton products on the heels of this trend, suggesting that #FoodTok is as convenient as it is food-obsessed.

Among #FoodTok trending hits, factors such as price, ease and nutritional value did more to drive purchases than raw viewership. @bakedbymelissa’s Green Goddess Salad wasn’t the most viewed TikTok recipe of 2022, but Instacart ranked its spike in orders as the biggest of the year.

@bakedbymelissa Reply @ieshaworthen__ The Green Goddess OG🌿 #vegan #bakedbymelissa #saladrecipe #green goddess #salad #kitchen ♬ original sound – Baked by Melissa

“Our investigation revealed that 56% of those who view food and recipe content on social media consider affordability when they plan to make a recipe they have seen, and 49% already have most of the ingredients at home,” said Instacart Trends Expert Laurentia Romaniuk. “Most of the time, and especially now in this economy, a recipe is less likely to take off if it has a long list of ingredients that can rack up a hefty bill. , many of which will prioritize common pantry and refrigerator staples.

Instacart data comes straight from the source. In March, the app debuted integration with TikTok which allows viewers to order ingredients directly from the videos they are watching.

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