TikTok Partners With Whisk To Give Food Creators The Ability To Link Out To Full Recipes
Source: Whisk
TikTok is following up its recent partnership with Quizlet with a new one in the form of Whisk, a rising recipe app.
The short-form video app is partnering with Whisk to give food creators the ability to link out to recipes on Whisk.
testing phase
The feature is currently in testing, but select creators who are part of the test can add a link to Whisk recipes with their videos by simply choosing 'Add Link' and inserting the desired URL before publishing their video.
The rumors are true! We’re testing a recipe linking feature with @tiktok_us. Now select food creators can link directly to recipes in Whisk. Viewers just tap a button to see and save the full written recipe. Learn more via @sarahintampa 👇https://t.co/jtZVQHM6ln
— Whisk (@WhiskTeam) February 12, 2021
This link will appear to viewers as a green 'See full recipe' button above the creator's handle and caption. Viewers that click on it will be directed to a Whisk page with recipe photos, a list of ingredients, and the option to save the recipe to a collection if they are a Whisk user.
Source: Testing Catalog
Driving The Food Biggest Trends
Recipe content is plentiful on TikTok, with food bloggers, chefs, and everyday cooks leveraging the short-form video app to share their go-to and favorite recipes. In fact, creators on TikTok are responsible for driving some of the biggest food trends during the pandemic, such as pancake cereal, whipped coffee, and banana bread.
Making Recipe Videos More Interactive
Because of this, the partnership and resulting integration with Whisk is a smart addition. By including a Whisk link, creators make their videos more interactive and valuable since viewers have the opportunity to get written information for the recipe they watched. Viewers can easily view the ingredients and recipe instructions on Whisk instead of repeatedly watching the video to catch everything. This essentially gives TikTok a Pinterest-like feature,
Like Quizlet, TikTok's newest partnership helps connect users with more content that they care about, which seems to be something that TikTok is looking to do more of, even if it drives users outside of the app. In a time where platforms are looking to keep users from leaving their app, it's interesting that TikTok is making investments in partnerships and integrations that do the opposite.
More Partnerships & Integrations Could Be On The Way
Despite the potential impact, these partnerships may have on time spent in-app by users, they will make users happy since they focus on giving users the ability to share and consume more content, regardless of whether in TikTok or outside.
Besides likely convincing recipe creators, especially those with Whisk accounts, to prioritize TikTok over other social media platforms like Instagram and Pinterest, this helps set the foundation for TikTok to expand into other similar partnerships and integrations in the future. With content on TikTok running the gamut, the China-based platform could partner with other third-party apps across every vertical to the delight of everyday users, creators, and partners.
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