Accomplished bread-maker and cookbook author Joshua Weissman posted his first TikTok only a year ago and is already one of the most recognizable personalities on the app.
His short-form cooking videos combine his high energy editing style with his twist on comedic storytelling. Leveraging TikTok’s top trends, the fun-loving chef cooks up quick bursts of easy-to-follow tutorials that are sure to make you laugh and your mouth water.
While Joshua always had a passion for cooking, the TikTok star struggled with an unhealthy relationship with food during his childhood. He has since made it his goal to inspire others to cook from scratch and use fresh ingredients no matter the recipe.
Some of his most popular recipe topics include chicken Parmesan homemade Nutella, churros, and dinner rolls.
The meme-loving chef entertains 4 million followers and 82 million likes on TikTok and over 2.7 million subscribers on his YouTube channel.
His most viewed video includes a Bounty partnership where he shows his followers how to whip up 5 ingredient chicken nuggets.
Joshua’s videos average 2.8 million views and the Bounty sponsored video now has over 43 million views — over 10 times the size of his following.
The sponsored post also racked up over 1.9 million likes and 38,000 shares.
Read about Joshua’s start to TikTok fame, advice to hopeful food stars, and learn the surprising type of food Joshua can’t stand here:
1. Which social platform is the main focus for you right now?
I would say everything is equally important to me but my top ones that take the most work is probably YouTube and TikTok.
2. Why TikTok? What inspired you to create a TikTok channel and what has been the most rewarding part of your TikTok fame?
I mean I love anything new so that’s what really pushed me to go there, my homie GaryVee kept talking about it as well so that was the last straw for me.
The biggest reward on TikTok is how truly it treats content. Good content will almost assuredly get great viewership because of how they’ve built the app.
It’s very beautifully community-oriented and the teams at TikTok are very close to their consumers.
3. Can you tell us the story behind your TikTok moniker Flakey Salt?
“Flakey salt”, although technically misspelled, I think.
I believe it’s supposed to be spelled flaky? Maybe it’s interchangeable…I’m not sure.
Either way, it’s in reference to the beautiful and delicate finishing salt that is produced by companies like Maldon (Salt). It can be added to so many things and I use it frequently.
4. What’s the most important factor for you when deciding which brands or charities to partner with?
It’s 100% based off of merit and whether or not I genuinely associate with or use that product. I refuse to promote or talk about anything that doesn’t fall into my moral jurisdiction.
5. What’s your process for testing, perfecting, and publishing a recipe? How long does it usually take?
Recipes can take anywhere from an hour to several days to write/test. It also depends on how well versed I am in that recipe. Many of my recipes I’ve made some version of it or am using a technique I learned elsewhere to then provide context to the new recipe.
Lightning Round Questions:
6. Your top two cooking tips of all time?
Repetition is key, and always search for ways to make things better, even if it means breaking the rules.
7. Worst food you’ve ever tried?
I’m not a fan of most bleu cheeses. Unfortunately. A lot of people get wound up about that but, there is no amount of mass annoyance that could make me eat more of it.
8. In just three adjectives explain your obsession with bread
Beautiful, Plump, Intricate.
9. Your YouTube account has 2.6M subscribers, while your TikTok and Instagram accounts attract more than 3.6M and 425K, respectively. How does your social media strategy and creative approach differ across these channels?
In general, I just approach this based on how viewer behavior changes on each social media outlet. You can tell by quite literally just consuming enough content in those respective areas.
10. What advice would you give to someone who is interested in starting their own cooking account on TikTok?
It requires hard work and consistency as does anything else. So don’t be afraid to just start making stuff!
11. What can your followers look forward to in the upcoming year? What’s next?
The funny thing is that we are working on some huge, monumental projects that myself and my team know is going to change and shape the industry but we are just getting started. I mean really, it’s only been a little under a year really since I left my job as a lead at my last restaurant.