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    TikTok creators are increasingly tapping into food-centric content — and brands are following

    Since cupcake company Baked by Melissa’s early days, co-founder and CEO Melissa Ben-Ishay has been the muscle behind its social media presence, posting regularly to Instagram and Facebook.

    Like many others, Ben-Ishay set her sights on TikTok in 2020 during pandemic lockdown, posting cupcake decoration videos, behind-the-scenes clips from the bakery where her brand’s signature bite-sized cupcakes are produced and other product videos. The videos did well enough, pulling in anywhere from a few thousand to a few hundred thousand views.

    Then she posted a salad. And 9.8 million views later, it’s caused a pivot in what Baked by Melissa regularly posts, ranging in everything from spooky tie-dye cupcakes and garlic chopping videos to how to make oat flour and, of course, salad.

    Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.

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