TikTok is adding a recipe button to the cooking videos that content creators post to the platform. Many TikTok recipes have already gone viral, including TikTok Pasta, which involves combining feta cheese, cherry tomatoes and garlic with pasta. The original video showcasing TikTok Pasta has already amassed more than eleven million views, one million likes, and thousands of comments.
Food aside, TikTok is home to a lot of viral videos, including Pudgy, a dog whose unique bark generated a catchphrase. Other popular trends in the past year have included videos centered around Lola, a popular character from the show Big Mouth, along with a lot of content inspired by horror movies. Of course, cooking videos are not only popular on TikTok, with other services, including YouTube, getting their own fair share of viral food-related content.
The recipe button was spotted by Matt Navarra and is the result of a partnership between TikTok and Whisk, an app that lets users curate recipes and plan meals. TechCrunch also reported on the new feature, which apparently is currently in an alpha testing state. According to the report, TikTok and Whisk have identified content creators who specialize in cooking videos to spearhead the new feature. Due to this, TikTok users should not necessarily expect to see a recipe button on all the food-related video posts they come across in the app.
With the feature still in such an early testing phase, and only used with select creators, the recipe button will only be shown to users at select times. When visible, the user will be presented with a “See full recipe” button above the content creator's username and video description. Tapping on the button will redirect to a Whisk interface (within the TikTok app), where additional information can be seen, such as which ingredients are needed from the grocery store as well as the recipe. For creators with access to the feature, there will be an option to add the recipe button after they have made the video, via a new “add a link” option.
The recipe button is likely to be well received, since cooking videos are already so popular on TikTok. In fact, this new feature may even increase the amount of culinary content on the app. If it helps to drive viewers to seek out more cooking videos, then it will likely result in more creators making similar videos. All of which will mean more traffic for both TikTok and Whisk, something both apps are likely to embrace.
Source: Matt Navarra/Twitter, TechCrunch
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