We should all take a page from the cookbook of this NYT team

the word 'community' gets tossed around a lot, but this one is the real deal

There is so much food content on the Internet.

I say that with love. As someone who has been teaching herself to cook since college, I am so grateful to have everything I need to learn at my fingertips. But it is overwhelming, especially around the holidays.

My TikTok saves are littered with “What I Eat in a Day” videos that have tidbits I think I’ll want to reference, every recipe for chicken thighs that is available, and more tips and hacks than my brain will ever commit to memory. AKA, I never return to most of them.

@emthenutritionistWHAT I EAT IN A DAY AS A NUTRITIONIST I started off with matcha made with almond milk for slow-release caffeine. A tip is to use organic plant milk as calcium actually binds to the good stuff in matcha and prevents its absorption! After my walk I recipe tested my breakfast oat banana bread loaf which I did drop, classic, BUT it survived. It’s essentially porridge in banana bread form made with oat flour paired with yoghurt, almond butter and frozen raspberries. Post workout I had my protein clear lychee whey which is my current OBSESSION. I had so many DMS about this but its basically 21g of protein in the most freshening form. It tastes like a lychee martini and I add an extra scoop of collagen for the glow. On repeat this summer! Lunch was my air fryer sticky salmon bites tossed in soy, honey, sesame seeds, garlic and a little lime juice. I serve it with precooked quinoa, avocado and chilli salt. This was so quick and so filling that I didn’t actually need an afternoon snack. Dinner was lemongrass chicken with a Vietnamese inspired noodle salad filled with fresh carrot and cabbage. But honestly, this dressing guys.. chefs kiss. Will film both of these to get out on the feed this week! Of course, a little ice cream to seal the deal. #wieiad #whatieayinaday #healthymealideas

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Where I do find myself returning, though, is to the New York Times Cooking app and social media accounts.

The content there is reliable, easy to understand, and occasionally entertaining. It’s inspiring to me as a very amateur chef, but also as a strategist who spends a lot of time thinking about how big brands should show up on social media.

The rest of this post is for paid subscribers. Join us to read about how the New York Times built up a passionate community for its cooking vertical, which has lessons for digital strategies big and small.

[AKA, you don’t need a NYT budget to tap their methods!]