A look into what makes the chef so likable by the masses.
Cooking shows are an all-time favorite form of entertainment and infotainment. These have thrived on the television and are currently doing so on the internet. This has also created an abundance of similar content, but people know how to sift their way to the good ones. Among these is a show called In The Kitchen With Frank done by none other than Food Boss. What’s interesting is that the chef has risen to fame in a very short period and people have grown quite accustomed to him.
Unlike other internet celebrities, Frank’s success does not rely on age-old marketing techniques applied to electronic media platforms. His content speaks for itself and is credible. We are all aware of the nuisance some people become by forcibly appearing on our news feeds in the form of sponsored ads. Food Boss has not relied on such antics and shortcuts. People have themselves discovered his content and then shared it in admiration.
From what is evident and easily perceivable, the real reason behind Frank’s trending on social media is the wholesome environment he creates in his videos. Everything from his attire to the setting is aimed at making the viewers feel comfortable and welcomed. There is no sentiment of superiority or a classroom environment in any of his videos. Most food and cooking content feels more like instructional to do videos in which the host creates a master and learner environment.
Anyone watching In The Kitchen With Frank for the first time might not even realize that they are viewing a cooking video. It’s because there is no use of fancy chef attire, food preparation equipment, or filming crew. There is only a one-on-one experience between Frank and the audience in which he indulges them in the dish he is preparing. The motive of the videos never seems to be instructional or as if he is trying to teach something. Instead, it feels as if the viewers just happened to drop by Food Boss’ place while he was making something at home for his own family.
The content does not seem to be purpose-driven to the least extent. Most of the things we see on the internet have a particular reason behind the content creator making them and they reveal it sooner or later. For some, it’s likes, subscribers, fame, or even financial support through different means such as Patreon. The whole Food Boss video goes by and he is not seen asking for anything from the viewers. Even with this, he has pleased everyone with his content and charisma which has in turn translated into him getting a huge social media fan following.
Cooking videos are a particularly saturated genre in which there is an unimaginable amount of competition. It is quite impressive that Frank has thrived in this environment and continues to grow. The most impressive feat achieved by him is crossing over a million followers on Tik Tok. It may not seem as much of an achievement at first but we have to consider the fact that content present is abundant on Tik Tok which is served by the will of the algorithm. It’s the reason why we see people doing a lot of questionable things on the platform to become trending.
Food Boss’ accounts across different social media platforms such as youtube, Instagram, Tik Tok, and others seem to be following a very unusual strategy. Most content creators focus on viewer engagement such as comments and likes. It seems like an obvious thing to do as it tells the algorithm to boost the content. Frank, on the other hand, focuses on personalized viewer interactions. He can be seen in many of his videos telling people to try out his recipes, give them their twists, and then message him about the experience.
Frank even tells them to get in touch with him if they had any problem while making the dish. This is something we don’t get to see much often. Content creators hardly ever reply to fan mail but always pursue them to like, share, and comment.
All of it can be boiled down to the fact that Food Boss does not have the typical motives of fame and money behind running his channels. He is already the owner of two successful catering venues called Ariana’s South and Ariana’s Grand. The chef is also friends with other celebrities such as Guy Fieri and Robert Funaro from the Emmy Award-winning television series The Sopranos.
There are very few content creators like Food Boss present on the internet who create truly wholesome and admirable content. It comes as a wind of relief that their talent and intent get acknowledged by the masses.