Even as cooking videos spawn a generation of influencers on TikTok and Instagram, cookbook sales are still strong, says Bloomberg Opinion’s Bobby Ghosh.
, I’ve amassed more than 100 books of recipes for cuisines from all over the world, from Armenian to Xian - I’m giving serious thought to ordering a Zanzibari cookbook, not least for alphabetical symmetry.
More important, both trends have persisted past the pandemic: Cookbooks are still selling like, um, hotcakes, even as cooking videos are spawning a generation of influencers on TikTok and Instagram.There’s also a crossover both ways: Some influencers have parlayed their newfound fame to secure book rights, and well-established cookbook writers are producing videos on social media platforms to engage and expand their audiences.
Although she publishes beautiful photographs of her creations on Instagram, she hasn’t yet produced her own videos but intends to do so for her next book. But from the outset, there were frustrations. Some measurements were simply not specific enough: What is a “pinch” of salt? Some timings were too vague: When do you know your onions have “sweated” enough?
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