Learning from 3 private chefs who are captivating audiences on TikTok
+how to run a postmortem and the cultural moments and news that caught our attention this week
quick summary ⚡️
How 3 private chefs take over TikTok each summer
How to know if your latest project was worth it
The unravelling of the internet, Trump is on TikTok and more in the cultural moments and news that caught our attention this week
Inspo for when you’re feeling self doubt
pov: you’re a private chef in the Hamptons
Curated by Megan Collins, Cultural Anthropologist, Generational Expert and contributor to the MTD blog
It’s summertime as far as the internet is concerned, which means it’s time for “Hampton Private Chef TikTok.” One of our favorite podcasts, ICYMI dove deep into the lore last year to explain why this content is so compelling. We’re inclined to agree with their assessment that one of the main draws of the private chef's POV is that it provides escapism through a relatable lens. Yes, Meredith is in a luxurious Hamptons kitchen cooking fresh veggies she harvested from the garden, but she’s also at work. Like the viewer, these chefs are visitors (and voyeurs) into another world.
Each year, this internet niche becomes more of a community thanks in large part to content curator Pamela Wurst. On her TikTok account, Pamela closely follows this cohort of creators puts all the content into one playlist and provides commentary that turns this seasonal content niche a reality TV-like experience. These are three of the established and emerging stars of the private chef creator world:
Meredith Hayden
The creator behind Wishbone Kitchen blew up on TikTok in the summer of 2022 and has since become a staple in the food-fluencer world. She’s often compared to a character in a Nancy Meyers movie in that she’s living a life that’s somehow both incredibly escapist and incredibly relatable.
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Last Summer, Rob was a fan favorite of the unofficial TikTok reality show. This year, he’s a TikTok star in his own right and has a recognizable new client: Jenna Lyons. The Real Housewife star even made a recent cameo appearance on his channel debating if Brooklyn is part of “The City.”
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Juliana White
Finally, we’re entranced by the content of food stylist and chef Juliana White. On Juliana’s page you won’t find the typical sweeping kitchen shots and Hamptons backyards. Her content is differentiated in that it’s less vlog-like and more Tasty(™) recipe video.
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more 🍔🥗🍖🍝🥟🍗 on the MTD blog
the art of the [business] postmortem
You’re crushing your digital strategy…but are you taking the right steps to analyze your work?
A post-mortem is *necessary* practive in every digital strategy - for projects large and small - because it answers questions like:
✔️Did your project succeed or fall short?
✔️Did it meet your business goals?
✔️Did you make money, drive sales, onboard subscribers, drive traffic, grow followers?
✔️In the execution, what do you think worked best in hitting that goal, and what didn’t?
Lastly, know that the practice of setting out briefs and postmortems is applicable to projects in both career and life. Doing home renovations? Build a brief to understand the scope, budget, and larger goals, and then afterward, measure how it went. Did you go over budget? Did you like your contractor? What worked, what could have been stronger? Taking the time to pause and reflect will always end up providing value over time.
more on how to get the most out of your work here
💎cultural gems💎
The cultural moments and news that caught our attention this week:
‘FRIEND DICTIONARIES’ ON TIKTOK SHOW HOW LOVED ONES CREATE THEIR OWN LANGUAGES, nbc news
“It’s establishing your closeness or your role in the community,” Holliday said. “I’m in on the joke. You’re in on the joke.”
THE INTERNET PEAKED WITH “THE DRESS,” AND THEN IT UNRAVELED, vox
“The dress represents, arguably, a simpler time on the internet, but also offers a mirror to some of our most frustrating psychological tendencies. What I wonder all the time is: What piece of content is out there, right now, generating different perceptual experiences in people, but we don’t even know we’re seeing it differently?”
TRUMP JOINS TIKTOK, THE APP HE ONCE TRIED TO BAN, ny times
In a 13 second video, Trump launched his TikTok at the Ultimate Fighter Championship with Dana White, the U.F.C. chief executive.
TIKTOK STREAKS JUST DROPPED IN DIRECT MESSAGES, buzzfeed
TikTok is coming for Snapchat streaks in their latest update.
inspo
for when you’re feeling self-doubt 💪
