Content: A Revolution Named Dagenais
It's not every day that we witness a revolution. However, in the content industry, Chef Laurent Dagenais' rise on social media unfolded before our eyes with an irresistible momentum, in a niche already well-occupied by prominent creators.
In 2024, the chef's numbers are staggering: 21 million likes on TikTok with 2.1 million followers, 1.9 million followers on Instagram, appearances on the YouTube channels of Matty Matheson, Benny Blanco, and Nigel Ng (Uncle Roger), along with partnerships with major and prestigious brands. The Dagenais revolution occurred as rapidly as his ascent to the highest spheres of culinary stardom
A Recipe Tailored for TikTok
Dagenais revealed to Tastet in 2022, following the release of his first book, "Always Hungry," that his content started gaining traction when he began documenting his daily creations, previously dedicating himself to popularizing cannabis cuisine. While this statement may convey a casual tone, it fails to capture the attention to detail and meticulous research behind the chef's videos.
While Dagenais' success can be attributed to his ability to leverage TikTok's codes (and adapt them to Instagram Reels), his revolution was to completely transform the online food content format. Today, his signature style is found in the videos of many of his fellow creators.
What are the ingredients of this recipe?
The theatrical style, goofy smile, exaggerated movements, good vibe, and inspiring videography. Chef Dagenais also swaps the didactic style of long recipe videos for simple and quick executions, where techniques are less important than colors and textures.
The videography by Amandine Francoeur, Dagenais' partner, and the dynamic style of editing and rendering undoubtedly contribute to enhancing the energy the chef brings to his kitchen.
Another distinctive element: his early adoption of the TikTok platform, which was still new at the launch of his accounts, sets him apart from colleagues who had been on YouTube for about a decade.
A Perfect Advertising Format
Dagenais' revolution is also an advertising one. The integration of partnerships in his videos is done through enticing ingredients or inspiring settings that contribute to the content creator chef's recipe. While his fellow YouTubers still rely on advertising placements from companies not solely in the culinary industry (Squarespace, Better Help), these products are rarely an integral part of the recipe being demonstrated in the video.
Binging With Babish did showcase The Botanist gin in some of his videos, complementing a dish with a classic cocktail. However, this partnership was not as seamlessly integrated as that of La Belle Excuse and Laurent Dagenais, whose products are key elements of his dishes. This agreement is also less rigid than the one between ChefSteps and the Joule sous vide cooker.
The products featured in Chef Dagenais' videos become the material for his creativity.
With a recipe that pays off so well, it's no wonder that the Dagenais revolution has inspired others, and we now see his style in almost all of his counterparts. Joshua Weissman, Michelle Rabin, Andy Hearndean, etc.: there are many people with Platinum YouTube plaques who have grasped the genius of the Dagenais revolution and are following in his unique style.
Until the next disruption!
