The year’s spookiest holiday is just around the corner, but some users on social media are already swapping pumpkins for Christmas trees. Christmas cookies are taking over social media platforms like TikTok and Instagram, with users readying for the holiday season more than a month early. Since October 18, festive cookies, brownies, and pastry recipe videos have drawn around 43.1 million views across platforms, with over 784 creators offering their own recipes or re-creations. Google searches for holiday recipes have also shot up, increasing by 285% in late October. Whether from home bakers or seasoned creators, these recipes vary in popularity and difficulty. One video on Instagram has garnered more than 15.2 million views since it was published on October 18. The viral clip features a creator baking brownies in a round pan, slicing them into triangles, and transforming them into mini Christmas trees. Some recipes require a bit more technical skill, like a video for hot-chocolate cookies that’s racked up 1 million views on Instagram. The dense chocolate cookies feature a marshmallow at their center, bringing in the flavors of the popular warm winter drink. Others opted for fruit-forward options, like one user on TikTok who made raspberry thumbprint cookies—a name that comes from the baker pressing her thumb (or the back of a teaspoon or the butt of a table knife) into the cookie to create an indent for the raspberry filling. The 2-minute video was posted on October 19 and has gotten over 110,000 views, with its comment section becoming a forum for questions and answers from viewers. The early shift to Christmas and holiday-inspired recipes appears to be well received by users across all platforms. According to Convosight—a consumer intelligence tool that analyzes social media content—around 79% of posts and comments have been positive. Convosight also found that the most popular posts tend to include more information for viewers—such as measurements, instructions, and final shots—in both the caption and the video. Yet that hasn’t stopped some skeptics from raising concerns over how quickly the content shifted from autumn fare to winter festivities . . . even before Halloween has come and gone. One user commented on one of the videos: “Y’all gotta wait until Halloween’s over.”
Curated from Fast Company. Classified as Business & Technology by AI, which sometimes makes mistakes.
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