Tracking New Marketing Trends: Our Favorite TikTok Foodie and Lifestyle Content Creators

Here at TJC, we not only keep our finger on the pulse of what’s happening in both the industries we work in as well as within new(er) marketing tactics to always ensure that our clients are reaching their consumers where they live and consume information. The following was penned by our brilliant resident Gen Z-er and summer intern, Zoe Curtis:

And as I walked through the sliding doors of Newark airport, my monstrous rust-colored duffel in hand and enough excitement to irritate any local patron that would ultimately be forced to listen to my spiel about how perfect New York City is, I was home.

Well, home for the summer anyway. 

And like many other NYC interns I know, freshly 21 years old and overwhelmed by the bottomless opportunities for fun and adventure in a new city, the first thing I did was open TikTok. 

Something that non-users of TikTok may not know is that TikTok is actually a helpful marketing and learning tool. Like many other social media networks, TikTok users are able to brand themselves entirely through this app and gain a following through original content. Although, to me, what makes TikTok special is the sheer amount of niche information you can learn from its curated algorithm or, “for you page.” 

The quirky and unconventional are celebrated on TikTok. Maybe this is why you’ll rarely meet 20-somethings without the app downloaded on their phones. Diverse people, cultures, and places are all represented somewhere on the “for you page”, and there is really something that resonates with everyone. To me, being in a new city for the summer meant a desperate need for NYC lifestyle guides. And of course, there is a TikTok niche for this. Here are some of my favorites: 

@boujeebitesonly: @boujeebitesonly is a female-run page that emphasizes the more high-end, “boujee”, experiences a young person could have in New York City. Whether it’s her take on the best rooftop bars to go to that “aren’t overrated” or where to get the best vegan brunch, my friends and I often check her account a few days after payday or if we’re feeling fancy. 

@eating.with.nicole: @eating.with.nicole’s page features videos of excel spreadsheets, yes spreadsheets, of her favorite restaurants and bars in NYC. It is a great place to look if you are searching for food and beverages in a specific part of Manhattan or want to do your own research with a little guidance. 

@newestyorkcity:  This account allows for a broader range of experience recommendations in New York that aren’t pigeonholed to restaurants and bars. As a more established account, there are suggestions ranging from hotel stays to vineyards; date night spots to self-care spots- you could plan an entire trip to NYC just using this account. 

@calebthill: If you’re looking for a content creator who will be honest with you about what is and what’s not overrated in NYC, @calebthill is the perfect person to turn to. His recommendations range from food to experiences he loves, some with loving backstories about when he first moved to the city. 

On the other hand, for those of us that would rather make our own food, relish in the satisfaction of creating, and save money, you may want to align yourself with the cooking content creators of TikTok. Virtually every type of cuisine has at least one creator sharing recipes and cooking videos. You could learn to make homemade dumplings for lunch and empanadas for dinner, all paired with free recipes and step-by-step visual instructions. Here are a few of my favorite cooking content creators on TikTok: 

@sheckeats: Jeremy Sheck is a loveable, 20-something college student that predominantly cooks Italian cuisine and aims for a more luxurious presentation. @shheckeats can help you step up your home cooking while also taking it back to the basics through his demonstration of skills and techniques.

@tiffycooks: Tiffy is extremely well-known in the TikTok cooking community- mostly for her authentic Asian home cooking. Her videos will leave you with a feeling akin to, “I could totally do that” and hungry for her 10-minute spicy garlic noodles or shrimp pancakes. 

@cookingwithdarryl: If you’re searching for a content creator that litters his cooking videos with dad jokes (in the best way), then you have to check out Darryl’s page. He is especially fond of his Blackstone grill where he makes everything from fried rice to quesadillas. You’ll wish the meals he makes for his family were for you, and you’ll get used to his catchphrase. 

There’s no doubt about whether or not I’ll use these accounts to guide me in my weekend adventures of one-pot dinners I make in my apartment’s “kitchen,” or finding the cheapest places to get a quick bite in the city. As someone just starting out in her desired field in a new place, I’m grateful to know that TikTok is now a resource in finding the best deals and most unique neighborhoods to experience. And maybe best of all, making me seem like an actual local in the place I hope to call home one day.