TikTok & Whisk Partner for Recipe Saving Feature

TikTok Integrates with Whisk for Recipe Saving

TikTok is broadening its functionality through new integrations with external platforms. A test program has been initiated, enabling food creators to directly link their TikTok videos to recipes hosted on the Whisk application.

This is facilitated by a newly introduced “recipe” button appearing on relevant TikTok food videos. The feature enhances the usability of TikTok cooking content, encouraging viewers to not only observe but also preserve recipes for future use.

Potential for Increased Traffic

The addition of this button has the potential to significantly increase traffic to Whisk. A viral recipe could drive substantial user engagement, mirroring the success of recent trends like “TikTok Pasta” videos.

This integration is currently in “alpha testing” and was developed in collaboration with Whisk, as confirmed by TikTok to TechCrunch. TikTok also collaborated with Whisk to identify suitable food content creators for initial adoption of the new feature.

Early Adoption and Feature Discovery

The feature was initially observed on the profile of The Korean Vegan, Joanne L. Molinaro, a prominent TikTok food creator.

Social media consultant Matt Navarra also identified the feature on the @feelgoodfoodie TikTok account.

How the Feature Works

The functionality is straightforward for TikTok users participating in the test. A “See full recipe” button appears above the creator’s name and video description, in the same location as the “Green Screen” button.

Tapping this button redirects users to a dedicated Whisk page, displaying recipe photos, ingredients, and the option to save the recipe to their personal collection for Whisk users.

This entire process occurs seamlessly within the TikTok application.

Creator Implementation

Creators can add the recipe button to their videos during the posting process through a new “add link” option.

Beyond Food Content

The “save recipe” feature isn’t limited to food creators. Whisk’s platform allows anyone to build a recipe community, fostering growth through curated collections based on themes like Instant Pot meals or smoothie recipes.

Expanding Whisk’s Community

Whisk has been actively expanding its recipe communities, providing a platform for curators and creators to link to their websites or social media profiles, including Instagram, YouTube, and TikTok.

The goal is to inspire users on social media and then direct them to Whisk for recipe saving, shopping list creation, or actual cooking.

Competition with Pinterest

This “actionable” content could pose a challenge to Pinterest, which has been venturing into short-form video with Story Pins.

Pinterest’s Story Pins offer tappable video content, including recipes and cooking demonstrations.

Pinterest positioned Story Pins as distinct from entertainment-focused videos, emphasizing their focus on enabling users to “enrich their own lives.”

Whisk’s Growing Popularity

TikTok’s partnership with Whisk is logical, given the recipe app’s rapid growth since its launch in late 2019. Whisk currently records over 1.5 million monthly interactions and recently received a “Best of 2020” Google Play award.

Previous Integrations

Whisk’s TikTok button isn’t the first of its kind. Quizlet, a learning platform, announced a similar TikTok feature last month, linking videos to its study sets and digital flashcards.

Initially, it wasn’t clear if the Quizlet feature signaled a broader strategy to connect TikTok videos directly with related apps and services, potentially leading to expanded content and influencer collaborations.

Future Potential

TikTok has the potential to forge additional partnerships, leveraging its ability to drive trends across various content categories and function as a video counterpart to Pinterest’s image bookmarking service.

For instance, TikTok published lists of 2020’s “top trends” in cooking, music, beauty, and style. The platform also piloted a livestreamed video shopping event with Walmart, utilizing influencers to promote purchases, demonstrating the potential for linking video inspiration to immediate consumer action.