It’s safe to say that short-form, social video platform TIkTok has boomed over the last 12 months, reporting millions of new users every quarter. With rapidly diversifying content and a steadily maturing audience, the network is swift becoming one of the biggest subjects in the world of content marketing.

To dig in to the content, culture, and personalities of the platform, we’re steering in to the viral, social side of TikTok with this ‘Pass it on’ interview series, in which notable TikTok influencers give us their insights before kicking the questioning over to our next guest.

We’re starting off with celebrity chef Dean Edwards, who creates beautiful TikTok content, and has had several massive viral successes Food content is already huge on the platform, with recipe videos getting millions of views and creators building thousands of followers seemingly overnight. Foodie creators from other platforms such as Instagram and YouTube are migrating to TikTok quickly, and Dean’s insights are invaluable in shedding light on just why that is.

And make sure you read to the end to find out who we will be interviewing next…

Why did you start using TikTok?

I was hearing good things about TikTok, and at the same time I was getting frustrated at creating what I think is good quality content for my Instagram and YouTube and this content not getting seen. On TikTok, even creators with very small followings can go viral and build an audience. In 6 months, I’ve doubled the number of followers that I have on my Instagram. I’m a true believer that if you are on a roll you go with it.

Are you finding that you are using other social media channels, like Instagram, less or differently now?

It’s different, and all platforms add value to what I do. It’s definitely a juggling act though, and content is absorbed differently on each platform, so it’s not a case of just posting across all channels. What works for Insta doesn’t necessarily work for Twitter and TikTok. They are completely different audiences. My video recipes will always work best on Insta and YouTube.

Food content has exploded on TikTok over the last 6 months, with lots of really quick recipe content flooding the For You page. How do you see that evolving?

It really has, and I think people are finding their niches within the foodie content on the platform. I think the audience dictates. For me my style has just evolved organically. I found the sort of content that was getting great traction and just made more. My sausage-making videos have had over 12 million views on their own. It’s all about finding out what works for you and trying to grow that brand.

You do a lot of ASMR style content, which seems to do really well. Was that kind of content always an intention?

No, not at first, but then I posted a video of me blowtorching some mackerel, which went viral. It had elements of ASMR, so I thought I’d try some more, and that then developed into my style. I try to incorporate some form of it into all of my videos. now.

You’ve had several videos go over the 1 million views, and a few over 2 million. Was there any specific strategy or creative process behind those? Did you have a good feeling that they would go viral?

You never know what’s going to go viral. My most watched video on TikTok has 6.9 million views, and was in my drafts for 2 months. I was unsure if it hit my brief, so I delayed on posting it. I guess that’s what makes TikTok so exciting, anything can go viral and you don’t even need to have a following to do so. If you create good content it will get seen.

What types of branded content, if any, have you created for TikTok?

As of yet, none. I’m creating for myself, but it’s only a matter of time before that happens, I now have a clickable link in my bio, which I believe is the first step. I’m starting so see branded content on my FYP (For You page) but its subtle. I’m not convinced that a hard sell will work on the platform, as content is consumed so quickly.

What tips would you give to foodie creators wanting to join TikTok?

Firstly, follow @deanedwardschef! Though in all seriousness, I would say that it’s important to try to create good, original content. Don’t always follow the crowd. Although in order to grow your channel, do keep an eye on the currently evolving trends. If they fit in with the content you are creating, then join in. It’s important to remember that TikTok is a visual platform, and most videos are consumed in under 8 seconds, so recipes as such might not get as many views as snappy, high-paced content. Tips and kitchen hacks do well, but it’s important to stand out from the crowd, so see what’s being done and try to put your individual spin on things.

What tips would you give brands for working with TikTok content creators?

Give it a go! It’s a new platform, but at one-point Instagram was in the same position and now you can’t scroll down more than two to three pictures before seeing a promo. TikTok is very organic, and you never know what will go viral, so it’s worth taking a chance.

What TikTok-er would you like us to interview next? And what question would you like us to ask them?

I really love @fitwaffle content, especially during lockdown. The bakes being created are literally giving me life. What’s really clever is that they balance a fine line between being informative and at the same time being mind-blowing. Proper food porn. My question would be , “When are we going to collab?”