#Weihnachtsbäckerei is the Wholesome Christmas TikTok Hashtag You Didn’t Know You Needed
This corner of German baking TikTok is the most Christmassy content online
Merry Christmas one and all! It’s the most wonderful time of the year, and we’d like to make your Christmas a little better.
Social media is well-known for its outlandish food content, and companies like Twisted are, as we’ve discovered, optimizing their content in order to play better on your Instagram, Facebook, TikTok and YouTube feeds. (If you haven’t read our story on the deep fried chicken pizzadilla from August, we’d really recommend you do so.)
Generally, “optimizing” means “making it so disgustingly outlandish you wouldn’t know how to eat it” in this case, but thankfully, we’ve found the nicest corner of TikTok where “optimized” food content just means “incredibly sweet”.
Welcome to #Weihnachtsbäckerei, which has been trending on German-language TikTok since December 10th.
The number of views under the hashtag (which translates to “Christmas baking” for those of you who have let your German Duolingo lapse) increased 40% in its first week on the German trending page of TikTok, according to data from TikTok analytics firm Pentos. It’s since gone on to get 10.3 million views in total, and it’s adding between 100,000 and 120,000 views every day in the build-up to Christmas.
Most of the near-1,000 videos using the hashtag are baking videos, though others are from people seemingly looking to capitalize on the popularity of German TikTok users scrolling through the hashtag for recipe inspiration come Christmastime.
The videos in this corner of TikTok run the gamut from slow-mo pans across haphazardly-decorated trays of cookies to luscious, full-color wonders of Nutella-stuffed Christmas trees.