You're probably familiar with MOB recipe videos.

@whatzaraloves6

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SoundTikTok sound · original sound - whatzaraloves6

Promoted product

All Consuming

Why it worked

The video taps into a cultural conversation about the evolution of food content and its impact on consumption habits, resonating with viewers who are active on social media and interested in food trends.

Summary

This video discusses how the format of online recipe content has evolved, moving away from traditional cookbooks and towards visually appealing, sensory-driven videos. It highlights Ruby Tandoh's book 'All Consuming' as a source of insight into this shift and contrasts it with older generations' approach to recipes.

Structure

1Introduction to MOB recipe videos and their style
2Discussion of Ruby Tandoh's book 'All Consuming'
3Analysis of how recipe content has changed
4Comparison with previous generations' approach to recipes
5The role of attention economy in recipe content

Product placement

MOB recipe videos (ACTS - provides recipe content, removing it changes the video's purpose). Ruby Tandoh's book 'All Consuming' (ACTS - discussed as inspiration for the video's content, removing it changes the video's narrative). MOB (APPEARS - watermark, removing it does not change what happens in the video). The Olive (APPEARS - on a box, likely a brand of oil, removing it does not change what happens in the video). Specially Selected Classic Pork Sausages (APPEARS - packaging shown, removing it does not change what happens in the video).

Original caption

So intrigued by this correlation, also hugeeee love to Ruby Tandoh, I ate up All Consuming🍋🥯🍳🥓🥗🌮🌭🥩 #mob #recipeinspo #mobkitchen #allconsuming

More from @whatzaraloves6

On-screen text

Sausage Gochujang Rigatoni You're probably familiar with MOB recipe videos. or at least a style of recipe content. They are literally the thirst traps of internet recipe videos. It's ASMR. It's literally sensory videos. you won't see any fancy props or styling. They're putting all attention on things like oil, things like butter, and it has way we eat and cook. I was reading Ruby Tandoh's new book: All Consuming, and the first chapter is all about this slop bowls at home and she asked him why this, like, sausage and gochujang pasta did so well. And he was like, orange. orange that makes people hungry. in our overly saturated feeds. food content is engineered not necessarily to appeal to us rationally, but to appeal to us by what looks the most insanely craveable or delicious. And it has completely changed our relationship with recipes. Every generation's cookbook is likely a saved folder on Instagram or TikTok. Of these types of videos, our parents generation would probably have bought a cookbook But the thing is with cookbooks is the recipes in there aren't fighting for your attention, because you've already got it. you've bought the book. But in our whole attention economy, each recipe video is fighting for a spot at the table. And you can totally see that and how the format of recipes has changed. Props and styling are completely stripped back, even complicated cooking language stripped back it's all just about the food. even writes that it's changed how we name recipes. right up. The best pasta I've ever made She was saying, every recipe now has to one up what came before. it's no longer spaghetti and meatballs, but creamy linguine alla vodka with crispy, cheesy meatball bites. Recipes are filled with adjectives like crispy or chewy. Tell us exactly how this meal will feel.

Transcript

You're probably familiar with MOB recipe videos. or at least a style of recipe content. They are literally the thirst traps of internet recipe videos. It's ASMR. It's literally sensory videos. you won't see any fancy props or styling. They're putting all attention on things like oil, things like butter, and it has way we eat and cook. I was reading Ruby Tandoh's new book: All Consuming, and the first chapter is all about this slop bowls at home and she asked him why this, like, sausage and gochujang pasta did so well. And he was like, orange. orange that makes people hungry. in our overly saturated feeds. food content is engineered not necessarily to appeal to us rationally, but to appeal to us by what looks the most insanely craveable or delicious. And it has completely changed our relationship with recipes. Every generation's cookbook is likely a saved folder on Instagram or TikTok. Of these types of videos, our parents generation would probably have bought a cookbook. But the thing is with cookbooks is the recipes in there aren't fighting for your attention, because you've already got it. you've bought the book. But in our whole attention economy, each recipe video is fighting for a spot at the table. And you can totally see that and how the format of recipes has changed. Props and styling are completely stripped back, even complicated cooking language stripped back it's all just about the food. even writes that it's changed how we name recipes. right up. The best pasta I've ever made. She was saying, every recipe now has to one up what came before. it's no longer spaghetti and meatballs, but creamy linguine alla vodka with crispy, cheesy meatball bites. Recipes are filled with adjectives like crispy or chewy. Tell us exactly how this meal will feel.