Like a fistful of red peppercorns in hot oil, cooking channels are blowing up on YouTube. Everyday, people are sharpening their knives and tuning into YouTube for recipes, how-tos, and tutorials. The visual nature of cooking makes YouTube the ideal platform for professional and amateur chef alike. It’s the perfect outlet for home cooks looking to spice up dinner or learn how to chop an onion without crying (chop near water). So who are the top upcoming chefs and bon vivants presiding over the kitchen that is YouTube?
With the help of Outrigger Media’s OpenSlate platform (and its Emerging Talent Tracker tool) in conjunction with ad agency DigitasLBi, we’re here to uncover YouTube’s most engaging and emerging culinary creators. Michael Fasciano, director, social content at DigitasLBi spoke about the growing cooking/recipe space on YouTube, saying: “I like to refer to the recipe/cooking space as a classic example of Edu-tainment. Recipes are about accomplishing a task. But often, it’s much more than just utility — it’s about having fun, thinking creatively, and following inspiring lifestyle personalities.”
Fasciano knows this space simply because he works with marketers and clients interested in tapping into this space on a daily basis. “There’s been a lot of growth here because many of the passionate hobbyists who pioneered the space in the early days have evolved into professional lifestyle voices. These creators aren’t just racking up views; increasingly their channels are followed and shared by loyal subscribers who cannot be ignored. Overall, this space presents a huge opportunity for marketers, and we’ve found success here for a number of our clients,” he said.
Without further delay, we lift the cloche on our list of the top five emerging cooking/recipe creators on YouTube (as of November 22).
Monthly Views: 29,340
Hosted by Cob Kim, Veggietorials is your one-stop destination for all things vegan and vegetarian. Every week, Kim gives viewers recipes, tips, and shopping lists for a “compassionate lifestyle.” Veggietorials also hosts “Vegging Out” vegan restaurant reviews. So put down that bacon and give some quinoa a try.
4. Mario Batali
Monthly Views: 49,879
You’ve probably never heard of Mario Batali, but he is a globally acclaimed restaurateur and food expert. Oh yeah, he’s also pretty much the most popular chef in the world besides the Swedish Chef from The Muppets. Batali uploads to his channel surprisingly often for a celebrity chef. He his channel has everything from how-to videos about rolling pasta dough to recipes for delicious Thanksgiving sides
3. Everyday Food
Subs: 34, 018
Monthly Views: 372,930
Everyday Food editor Sarah Carey hosts this YouTube of the same name, which offers tips and tricks about “fast, delicious food at home.” The channel is primarily driven towards viewers with kids, as Carey describes herself as a “mom to two hungry kids.” Don’t have dinner plans? Check out Everyday Food for a quick fix.
2. Jamie Oliver
Monthly Views: 2,366,460
When Jamie Oliver isn’t busy being a restaurateur, celebrity chef, TED Talk guest, and author, he is hosting content on his YouTube channel Jamie Oliver’s FoodTube. The channel isn’t just recipes and tutorials, though, Oliver also has YouTube creators drop by regularly to dish and dine.
Monthly Views: 2,005,050
Tastemade is a growing food-based MCN, but it’s mail channel is no slouch, either. With regular uploads Sunday-Thursday, this is a channel that is growing faster than a wild tomato plant. Tastemade hosts several original series like “The Perennial Plate,” which explores cuisine from around the globe. Tastemade has anything and everything you’ve ever wanted in a cooking YouTube channel.
OpenSlate is a video analytics platform producing targetable data about the nature and quality of content on YouTube. The SlateScore is a uniform quality rating based on measures of engagement, consistency, influence and momentum. It’s on a scale of 1–1000, with 1000 being better and the average usually around 300.