It’s not lip-syncing; it’s not even dancing. The most popular category on TikTok is #FoodTikTok, with a staggering 159.6 billion views. With its vast collection of recipes, cooking tutorials, and engaging food content, #FoodTikTok offers a virtual kitchen where aspiring chefs and food enthusiasts can indulge their passion and expand their culinary repertoire. From mouthwatering recipes to easy cooking hacks and food tutorials, the #FoodTok community on TikTok is transforming how South Africans engage with culinary experiences.

The rise of the #TikTokCookBook further underscores TikTok’s commitment to education and creativity. With billions of views and thousands of videos created, creators have taken the lead in sharing their recipes and ideas, making cooking accessible to all. TikTok’s engaging and visually appealing format offers an innovative way to learn and explore the culinary arts.

Boniswa Sidwaba, Head of Programming for Sub-Saharan Africa, commented on TikTok’s potential to become a key search engine for learning in South Africa, stating, “We have observed fascinating trends on the platform, with users searching for hacks in various categories. Food and more specifically, recipes are the most searched hacks on the platform, with beauty being the next most popular type of content. This is driven by make-up tutorials and hair tutorials. Life Hacks, DIY as well as Book and Series recommendations are also very popular on the platform. This demonstrates the increasing role of TikTok as a platform for education and information sharing across diverse topics.”

Celebrating the power of learning, the #TikTokThatsHau hashtag has garnered more than 37.2 million views within the app since the launch of the campaign earlier this month. South African creators have shared valuable hacks to enhance daily life and navigate challenging times, such as loadshedding, which have resonated with users. The platform has also witnessed a growing interest in educational content, with users actively searching for various hacks in different categories, resulting in significant views on topics such as food, beauty, life hacks, DIY and education.

Tamara Reddy, a renowned foodie and content creator from Johannesburg, who goes by the username tasty_on_my_table, shares her experience with the platform, saying, “Exploring TikTok has been an incredible culinary journey where I’ve discovered a haven for learning and exploration. From unravelling the secrets of gastronomy to user-friendly DIY tutorials and even language lessons, TikTok’s content feast is a true culinary delight. It’s a platform that democratizes the art of cooking, making it accessible to all, regardless of their culinary
background or cultural heritage.”

#TikTokThatsHau has unveiled the treasure trove of diverse content, invaluable information, and profound connections that TikTok has to offer. The campaign reinforces the platform’s commitment to earning the community’s trust and demonstrating its utility and relevance for users over the age of 13.