Whether you prefer the high-energy cooking of Nick DiGiovanni or the adorable cat chef That Little Puff, there’s plenty of delectable food videos to discover on TikTok. Now, thanks to Instacart, those videos can go straight from your For You feed to your shopping list.
The grocery delivery service has launched partnerships with TikTok and Hearst that will allow home chefs to order ingredients featured in specific recipes and food videos. The innovation, known as Shoppable Recipes, takes advantage of TikTok Jump, the nine-month-old feature that lets creators link their videos to specific third-party landing pages (including digital recipes).
Right now, Instacart is only making Shoppable Recipes available to a select group of food creators. According to TechCrunch, Instacart is planning a wider rollout in the coming months.
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On videos where the Shoppable Recipes option is available, viewers will be able to tap a button to add all the ingredients they need to their Instacart shopping list. For now, this perk is limited to recipes on specific sites, though creators may be able to devise their own Shoppable Recipes later on.
The Hearst side of the partnership covers several food sites owned by the Manhattan-based media corporation. All digital recipes from Delish, The Pioneer Woman, Good Housekeeping, and Country Living will be made shoppable, so if you’ve been eyeing that air fryer chicken, your Instacart shopper can pick up some thighs for you.
“At Instacart, we’re passionate about food and we’re invested in unlocking that passion for others,” said Instacart COO Asha Sharma in a statement. “By making popular recipes from destinations like TikTok and Hearst Magazines’ Delish easily shoppable in a few taps, we’re helping people put that passion into action by picking up a few items from their favorite local store so they can create exciting new meals.”
Instacart is not the only brand using TikTok Jump to supercharge food videos. Other apps utilizing the program include cooking destination Whisk and restaurant guide Tablelog.