B. Dylan Hollis's (bdylanhollis) TikTok recipe videos find a second life on the sometimes forgotten, but immensely powerful corner of the internet known as Tumblr
Richards said that the key to a long-running popular food account on TikTok that isn’t trafficking in hate-shares, whether intentionally or not, is a persona. She said TikTok has a lot of incentives that train creators over time to be more quick and to the point than a YouTuber, which is part of the casual appeal. This is true in Hollis’s case, as well. You can binge dozens of his videos in a sitting and realize that barely a few minutes have gone by.
And the fact that Hollis is doing this with old forgotten recipes can make for some unusual content going really viral on TikTok. For instance, hisis a recipe for “peanut butter bread” from the Great Depression. It’s been viewed 32 million times. It’s not only a funny video — it contains an unimaginable amount of baking soda — but Hollis breaks down at the end, almost emotional at how good it tastes. “This is why I bake,” he says to the camera.
“It was really funny to see people freaking out in an excited way, like, ‘Oh my gosh, this guy that we love has acknowledged us and thanked us in this really sweet and sincere way’,” she said. “He’s aware that the Tumblr audience is there, but he’s very nervous to interact with it.” The recipes you should fear come from the 1950s and 1960s, which I’m pretty sure are written down and shared as a form of McCarthyism.
“This craze was marketing-based,” he said. “The ladies of the 1960s were very aware of their figure. Knox gelatin — gelatin itself having no calories — used that as a marketing beacon to promote these things.”
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