TikTok partners with Whisk to pilot a recipe-saving feature on food videos

TikTok partners with Whisk to pilot a recipe-saving feature on food videos

TikTok is increasing its integrations with third-party providers, with the launch of a take a look at that permits creators within the meals area to hyperlink on to recipes discovered on the Whisk app. This is being made attainable by means of a brand new “recipe” button overlaid on associated TikTok meals movies. The characteristic makes a TikTok cooking video extra actionable because it encourages viewers to not simply watch the content material, but additionally take the following step to avoid wasting the content material for later use.

The new button might additionally probably drive vital visitors to Whisk — particularly if a selected recipe went viral — just like the “TikTok Pasta” movies have, in current days.

The addition is being made accessible in partnership with Whisk and is presently in “alpha testing,” TikTok confirmed to TechCrunch. TikTok says its additionally labored with Whisk to assist determine meals content material creators who might function the primary adopters of the brand new performance.

We discovered the characteristic in motion on one among TikTok’s prime meals creators profiles, The Korean Vegan, aka Joanne L. Molinaro.

Image Credits: TikTok screenshot


The button was additionally first noticed by social media advisor Matt Navarra on the @feelgoodfoodie TikTok account.

New? TikTok’s obtained a recipe card characteristic through an integration with @whiskteam

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— Matt Navarra (@MattNavarra) February 10, 2021

The method the characteristic works, from the TikTok viewer’s aspect, is pretty easy.

A consumer who’s within the take a look at group might come throughout a video on the app that features the brand new button that reads: “See full recipe.” The button seems simply above the creator title and video description on the underside left of the display  — the identical spot the place the “Green Screen” button would in any other case seem. When tapped, you’re directed to a Whisk web page the place you possibly can view the recipe photographs, components, and select to avoid wasting the recipe to your personal assortment, for those who’re a Whisk consumer.

This all takes place whereas nonetheless contained in the TikTok app.

On the creator’s aspect, including the recipe button to a video is completed through the posting workflow through a brand new “add hyperlink” possibility.

The capacity so as to add a “save recipe” characteristic to a TikTok video wouldn’t essentially must be restricted to meals content material creators, nonetheless. Whisk permits anybody to create a recipe group on its platform, which implies folks can develop their followings just by curating their favourite recipes round some form of class or theme — like Instant Pot meals or favourite smoothie concepts or consolation baking, for instance.

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Image Credits: Whisk

Whisk has additionally been working extra just lately to develop its recipe communities to function a house for curators and creators alike by permitting them to level to their web sites, if they’ve one, or hyperlink out to their social media profiles, together with Instagram, YouTube, and naturally, TikTok.

The thought is that followers would view the content material on social media and be impressed, then go to Whisk as the following step by way of saving the recipe, making a purchasing listing, or really attempting the recipe at residence. This form of “actionable” content material might current a problem to Pinterest, which has been increasing into short-form video by way of Story Pins. The characteristic permits Pinterest creators to share video content material within the tappable “story” format — together with recipe and cooking movies.

Pinterest hoped to make use of Story Pins as a solution to differentiate its short-form movies from rivals, noting throughout its earnings final week that Story Pins are “not as targeted on leisure,” however quite “what the Pinner might do to complement their very own lives.”

TikTok’s choice of Whisk as a brand new accomplice is sensible because the recipe app has gained a speedy following since its late 2019 launch. Today, Whisk sees over 1.5 million interactions monthly on its platform. It additionally simply received a “Best of 2020″ Google Play award.

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Whisk’s TikTok button, nonetheless, is just not the primary integration of its type.

Last month, studying platform Quizlet introduced an identical TikTok characteristic aimed toward creators within the training area. In its case, the buttons overlaid on prime of movies would hyperlink on to Quizlet’s research units, like its digital flashcards. At the time, it wasn’t clear that the brand new Quizlet characteristic was part of a bigger effort to attach TikTok movies extra instantly with associated apps and providers — an addition that would result in an enlargement in TikTok content material and, maybe, influencer sponsorships, additional down the highway.

There’s potential for TikTok to type different partnerships like this as properly, given the app’s capacity to drive tendencies throughout a variety of content material classes, successfully changing into the video different to Pinterest’s picture bookmarking website.

At year-end, for instance, TikTok printed lists of 2020’s “prime tendencies” in cooking, music, magnificence, and magnificence. On the model entrance, TikTok already ran a livestreamed video purchasing pilot with Walmart that used influencers to drive purchases, demonstrating the potential in connecting video inspiration to client motion in an much more well timed style.


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