Who of us can honestly say they haven’t been a bit late to leave the house because they wanted to finish watching an eight-and-a-half-minute long compilation illustrating several different uses for a very niche brand of dough that we can’t actually get in this country?
Mesmerising to watch, but how often are the snappy social media recipes actually made at home? We’re all pretty used to the shot from overhead format first made popular by Tasty. The seemingly speedy food hacks are edited nicely to inspire cooks of all abilities, cleverly glossing over the boring bits like prepping, freezing, proving, and working out how to get the blade out the food processor to wash it properly (to be fair, they don’t really show this on Saturday Kitchen either).
The glossing over part is actually pretty important when it comes to the difference between getting inspired and getting in the kitchen. (We think) no one actually believes the recipes take as little time as the videos show, but actually the instructions generally total up to a lot longer than you’d first think because of all the dead time cut out.
The most popular videos are pretty high calorie, because unfortunately fat is delicious. Anything to do with lasagne does well– possibly this is something to do with the repetition in layering working well with the gif type format, or this could be because of cheese. Dessert of course always popular because people just like to be happy.
There are of course healthier channels that do really well – shout out to the vegans in particular here, but the real winners are the indulgences. Perfect for tagging a friend who really likes a specific ingredient included in the recipe, but perhaps not suitable for your weekly repertoire. For example, one of the most popular ever recipes is a fidget spinner cookie.
It’s also possible that quick fixes aren’t actually what people are after when it comes to cooking, maybe people are looking to skill up as well as feed themselves. Rather than looking for ways to pimp up ingredients, they’re wanting to know how to cook them properly and gain a feeling of content smugness after receiving five star reviews for their hollandaise.
And are viewers looking to learn from an expert (trying not to be biased here) rather than a table top of mute ingredients?
We’re genuinely interested to hear if you’ve ever made anything from the anonymous hand recipes, as it’s an ongoing debate here at Dishy. Although is it a debate if you just don’t think anyone makes them? Anyway, please let us know!