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Performative Culinary

Male-hosted YouTube channels guide viewers through extreme recipes

Implications - As consumers become more accustomed to discovering food and beverage innovations from a variety of digital resources, in particular, male-hosted cooking videos on YouTube that speak to the culture of "competitive eating" are making a splash online. This progression demonstrates the far-reaching nature of the YouTube platform and highlights the opportunity for brands to tap into seemingly niche but increasingly relevant audiences.
Workshop Question - What are the outliers of your industry doing and how can you draw inspiration from their influence?
Trend Themes
1. Performative Culinary - Male-hosted competitive eating channels on YouTube create opportunities for brands to tap into unique and niche audiences.
2. Weird and Unconventional Food - Millennials and Gen-Z crave odd and unconventional food items, thus giving chefs opportunities to promote unique recipes, showcasing them on social media platforms.
3. Entertaining Cooking Challenges - Cooking humor, like electric shocking recipe videos or cook-offs with toasters, is garnering major attention with younger audiences on YouTube.
Industry Implications
1. Food and Beverage - Fast-casual dining innovators should consider promoting online videos as a strategic marketing approach for their emerging food brands.
2. Entertainment - Content creators and marketers should look to social media platforms and food festivals as a means to share videos and pictures of their latest product lines.
3. Social Media - Community builders and digital marketing specialists alike can use viral videos to attract audiences and build brand loyalty online.
1.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
5 Featured, 33 Examples:
87,127 Total Clicks
Date Range:
Jun 16 — Dec 16
Trending:
Untested

Featured Examples

Soda-Infused Sausages
Soda-Infused Sausages
This Hot Dog Recipe Uses Mountain Dew Beverage to Unexpected Add Flavor
Cooking With Andy is an experimental YouTube series that combines unlikely sweet and savory packaged foods together to create unlikely versions of familiar dishes, such as this infused sausage that... MORE
play_circle_filledRapper-Made Food Oddities
Rapper-Made Food Oddities
Rapper Action Bronson Makes a Deep-Fried Chicken Burger with Ice-Cream
Some people may not know this, but rapper Action Bronson actually attended culinary school and had his own cooking show called ‘Action in the Kitchen.’ The rapper not only loves food, he... MORE
play_circle_filledBathroom Cooking Videos
Bathroom Cooking Videos
Good Mythical Morning Launched a 'Cooking in the Bathroom Challenge'
Rhett and Link of Good Mythical Morning produce a daily morning talk show on YouTube called ‘Good Mythical Morning,’ where they share taste tests, oddities and even challenges like the... MORE
play_circle_filledElectrifying Cooking Challenges
Electrifying Cooking Challenges
SORTEDfood Challenged Its Chefs to Cook While Wearing Shock Bands
With its ‘ELECTRIC SHOCKING RECIPE CHALLENGE’ video, SORTEDfood promises to deliver its “most shocking (literally) video yet.” As Ben explains at the beginning of the video,... MORE
play_circle_filledToast Cook-Off Tests
Toast Cook-Off Tests
This Kitchen Challenge on YouTube is a Test to Make the Perfect Toast
The ‘COOKING CHALLENGE!’ video from Calfreezy on YouTube opens with a Q&A session with silly questions like “On a scale of 1-Nandos, how high do pineapples fly?” and ends... MORE

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