Quick intro - I'm Ben, one of the founders of Clubb, warmly welcoming you to the first outing for the Clubbhouse.
I'll be using this as a space to keep creators updated on everything I find from the goings on in the world of food content & creators. I spend lots of time looking into it myself so I thought, why not share it?
So what can you expect? My focus will be on stories, data, insights, growth tactics and anything that you find useful! Maybe other random things I find interesting too.
Over time I'm hoping to start using more insights straight from the creators themselves, with interviews and features. That'll mean you don't have to hear from me so much - lucky you. Keep your eyes peeled, and if you fancy appearing in a Clubbhouse newsletter, then get in touch. If you know anybody that would like to receive these emails, pass it on!
This weeks version will be a slow introduction into some of the content we'll be focusing on. So with that, let's jump in.
For the Northern Hemisphere dwellers, it’s truly autumn now. And that finally means one thing…so much comfort food, zero guilt. Warming recipes like pies and roasted everything are fully on the up, and we have absolutely no problem with that. Not to mention, Halloween is simply the best time of year for completely and utterly unleashed creativity.
Here’s some of the halloween creations we loved:
Outside of Halloween, comforting seasonal food is clearly what's picking up steam. Some of the most viral recipes we've seen recently are simple snacks that get you thinking about warm nights at home. You'll notice that from some of the recent viral recipes and fast growing creators.
Each issue we'll be using our data to explore some viral outliers from the pack. Maybe you'll learn a thing or two. Or maybe next time it'll be you being featured! Without further ado, let's jump into the numbers:
This stunning Scarpaccia by the talented Dr Marta of truffleandegg was her second time going viral with an ‘Scarpaccia’ - clearly a fan favourite.
Creeping up towards half a million likes, its a whopping 454x her average from the previous 10 posts. Not bad ay.
Camilla of piesandtacos really nailed the autumnal vibes with her Pecan Pie Cake.
70k comments. Fancy replying to those individually 😅 ? I really can’t blame her audience for clambering for that recipe. The cake looks absolutely incredible.
I’ll definitely be pecan at what she bakes next.
I LOVE Michael Tchao’s content and this one was no different. Michael got his lab coat on to talk about pasta water and the fans loved it. 25 million views later, and lot more people will thankfully not be forgetting that crucial step for the perfect carbonara! Now I just need to remember to do it myself.
After her viral Potato Snacks with Garlic butter, Sonia's account has seen some huge growth. Fully deserved too. I showed my cofounder the recipe whilst writing this and he immediately said "I want some of those right now". Seems like lots of people did. Seasonal, indulgent sides are all the rage it seems. Not to mention - Potato + Garlic + Butter - for me that's always a winner. From under 200k Instagram followers to over 350k in just a couple of weeks.
Donaldo's account seems to be picking up some unstoppable steam, and it's clear to see why. Incredible production skills coupled with great food. His recent series of varieties of Crispy chicken sandwiches all look amazing. I'm definitely going to be trying one of those in the next couple of weeks. The success from his posting and has seem him grow steadily, from under 200k to over 400k and still growing quickly in just 6 weeks. One to keep an eye on!
Elly Plate: Plant-based Comfort Food Made Easy.
I love the vibe of this book. Super fun, with a great mix of recipes from simple for yourself to dishes to cook for friends. A great all in one’r.
Ehrmmm… Espresso Martini Churros? 10 please.
Interested in which brands are most active with creators right now? Going forward we'll be keeping tabs on the data we have to see which brands seem to be most active with their influencer campaigns like these four, who have been some of the most active brands in the past month.
I'm going to open up to you here. I have a burger problem. I have had more Bleecker Burgers than I care to admit (for those no in the know, they've won best burger in the UK multiple times). And no matter what I say to myself about 'don't order a burger this time' if I open a menu and see the word 'Smashed' I know I can close it straight away. My choice is made.
I loved this easy smash burger recipe from Hollie's Weeknight Wonders.
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Super easy to make and better than lots I've had. As long as you get the right burger sauce, you can't go wrong.
So that wraps up a short first edition from the Clubbhouse. It's still taking shape, so let us know what you'd like me to cover going forward.
Speak soon!
Ben
