MOB Kitchen gains traction on ‘remarkable’ TikTok platform

Online cooking and content platform MOB Kitchen reports a break through with popular social video app TikTok.

“TikTok is incredible. Having worked in social media now for four years, there has never been anything that has allowed someone, based on the merit of the content alone, to go viral,” Benjamin Lebus, Director at MOB Kitchen, says in a LInkedIn post..

“TikTok has changed that. You don’t need to be Jamie or Nigella to do well on the platform. Anyone can take off.”

He adds: “We have been trying to crack it for months now. We have put a lot of our higher production quality stuff on there. It didn’t work. One evening I’d had a few beers and decided to delete all our content from the platform.”

“I went in to the studio the following week with our food team, Sophie and Seema, and we shot four popular MOB recipes on our phones. Very raw content.”

“I did a voiceover introducing myself and MOB Kitchen. And that was it. No TikTok music. No TikTok trend following. Just real, clean content.”

He concludes: “I’m very happy we are finally gaining traction on what is a remarkable platform. I believe the key is real, clean, honest content. More MOB Tiktoks incoming.”

Walmart

Walmart recently hosted a second shoppable livestreaming event on TikTok, focusing on beauty products, including L'Oréal's Maybelline and NYX Cosmetics brands, Bliss, The Lip Bar, Kim Kimble and Marc Jacobs fragrances.

The retailer’s Spring Shop-Along: Beauty Edition let viewers order products directly from its TikTok channel.

Further details here.