With over 9.4 billion views on TikTok, ‘What I eat in a day’ videos are a social media phenomenon. These short clips offer a glimpse into the diverse eating habits of people around the world and are generally fun, but what risks do they pose? And how can brands tap into the power of eat-fluencers?
Samar Kullab is a registered and licensed dietitian. She holds a master’s degree in nutrition and has years of personal and professional experience working in clinics and hospitals around Chicago. She’s also a content creator who provides the public with nutritional information on platforms such as TikTok, Instagram, and YouTube.
Emily Hicken is a food enthusiast with over 54,000 followers on her TikTok account, @Eatwith.em, where she loves encouraging others to eat what feeds their souls and have the confidence they deserve while doing so. Originally hailing from Blackwood, New Jersey, she is currently working towards a degree in music therapy from Montclair State University.
Adrienne Matei is a journalist for publications including the New York Times, Bon Appetit, Vanity Fair, The Globe, and The Guardian. She writes about the intersection of online and offline culture from Gen Zer Tik Tok trends to the digital afterlife.
Self-taught chefs are finding virtual success on TikTok as users embrace their accessible cooking videos and celebrate their relatability. Thanks to their fans, these chefs are sidestepping the traditional route to culinary success, typifying a new kind of career pipeline made possible by the app.
Desires for a slower pace of life are manifesting in people’s food choices. Rising in popularity on TikTok, foragers are showing people the value of the food around them, educating audiences on picking seasonal produce. Brands tapping local flora could win favour among lovers of wild fodder.
Because of the pandemic, many people have gotten more comfortable ordering food through apps and drive-thrus. Leveraging both, Taco Bell’s drive-thru-only restaurant, Taco Bell Defy, aims to make the process of ordering and collecting fast food as efficient and seamless as possible.
As ideas around what it means to eat well evolve, brands looking to serve up better-for-you options must keep in mind that Gen Yers no longer believe in abstaining from certain items or adopting a one-size-fits-all approach. So, what can they offer to meet this cohort’s discerning tastes?