Chefs stand out on social networks!

Chefs and food influencers have bounced back from the hazards of recent months (lockdowns, closed restaurants, etc...) and have brilliantly adapted to the codes of social networks. Passion Media returns with you on the news not to be missed.

Hey you ! 

Cyril Lignac, Cédric Grolet, Anne Sophie Pic… Chefs have bounced back with talent from the ups and downs of recent months. Sharing recipes, chefs’ tips, live cooking, books… They have reinvented themselves and created a new way to reach their community. Passion Media takes a look back at this brilliantly executed tour de force.

The French, back behind the stove 

In 2020, the French have been forced to spend more time at home than expected. And the reputation of being the country of gastronomy does not come from now here : they took the opportunity to get back behind the stove. The hashtags around food are more popular than ever: #gourmet (17 million shares), #recettesimple (350,000), #foodporn. They also take advantage of it to revisit the classics (homemade baguette, bread casserole …), to treat themselves (chocolate fudge, cookies …) and update the good family recipes (leg of lamb, etc …). And precisely, the chefs have taken the plunge of creative economy

Chefs share their best tips

Many chefs have seized the opportunity to share their recipes and tips. The contents of Anne-Sophie Pic, Simone Zanoni (chef at the George V) and Cyril Lignac have been particularly appreciated and shared by the foodie community. Cyril Lignac has for example launched “Fait maison” books. Since then, the hashtag has been used more than 3 million times. A book has also been published with more than 60 recipes from chefs to make at home.

TikTok is making a place for itself on the subject

TikTok, long known for music, is now starting to make a place for itself in other sectors. One of them? Gastronomy. We notice in particular the increasing notoriety of the young hopeful of Top Chef, Diego Alary. He democratizes in his own way a wide range of recipes. He shares his advice and offers his community to revisit classic recipes, simple to make at home, and with guaranteed success. The young chef now has over 2 million fans. It’s a safe bet that other chefs will quickly follow suit. One of his most successful posts? An express recipe with ice cubes, aromatic herbs and butter. A simple idea and within everyone’s reach.

A new form of monetization

The chefs have had to face many difficulties in recent months (teams with COVID, forced closure, reduced hours, etc…). It has been a challenging year. And in this context, digital can be a new revenue lever. Some brands and manufacturers in the food world are willing to make partnerships at a premium to be associated with certain chefs and food influencers. And that’s not all. Other brands are positioning themselves on the subject. We see appearing in particular brands of cars (Porsche, Audi), clothing (Quiksilver, Lacoste, etc. …), watches, travel, etc. … Some partnerships can also allow to obtain a much higher envelope, this time in exchange for a work done in collaboration. For example, a fast food brand would have asked a former Top Chef candidate to create a children’s menu and to communicate it on its social networks, in exchange for 100 000 euros. Some chefs, such as Juan Arbelaez, have even received proposals worth more than 6 figures, without accepting them, as the brands do not correspond to their values.

The recipe book cardboard

Books are also an important income lever for chefs and food influencers. And publishers have understood this. Marabout went for the unavoidable Juan Arbelaez, Hachette opted for the former Top Chef candidate Diego Alary. The master in the field? Cyril Lignac. He published three volumes of his Homemade series in 2020. Two of them are in the top 200 best-selling books and have already generated more than 11.5 million in sales. There is also the success of home-made chefs like Jesta Hillmann. No star, no restaurant, Jesta is a young mother known for her time on Koh-Lanta and her post-pregnancy slimming tips. She has no reason to be ashamed of the great chefs since she already has more than 1.5 million followers on Instagram. She recently published her book, since sold 24,000 copies. A reprint was also planned for the beginning of the year.

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The world of gastronomy is definitely full of resources. Chefs and food influencers know how to appropriate new codes, trends and tools at their disposal. They easily diversify their content to continue to distill their inspirations and recipes to a growing community of followers.