United States
Allrecipes is the social arm of one of the longest-running digital food brands in the United States, originally launched in the late 1990s as a…
Total Followers +0.9%
9.3M
Across Instagram, YouTube, TikTok
Primary Platform
4.2M followers · 45% of audience
Engagement
2.9%
vs. 1.5% category median
Sponsorship Tier
Mega
Est. $50K–$116K / IG post
The brand's annual awards crowned Deep Indian Kitchen's Chicken Biryani Kati Street Wrap best new frozen single-serve meal of 2026, with judges noting major surges in global flavors, protein claims and hydration drinks across the grocery aisle.
Dotdash Meredith, the largest digital and print publisher in America, announced it is now People Inc. The new name represents the next chapter for the owner of iconic media brands including PEOPLE, Food & Wine, Travel + Leisure, Allrecipes, Better Homes & Gardens, InStyle, Verywell, Entertainment Weekly, and Southern Living.
| Window | YouTube | TikTok | Combined | |
|---|---|---|---|---|
| Last 7 days | +10K +0.3% | +20K +0.6% | +0 +0.0% | +31K |
| Last 30 days | +18K +0.4% | +61K +1.8% | +0 +0.0% | +79K |
| Last 90 days | +0 +0.0% | +213K +6.5% | +0 +0.0% | +213K |
| Last 365 days | +0 +0.0% | +213K +6.5% | +0 +0.0% | +213K |
Daily follower snapshots from CreatorDB's longitudinal index.
Allrecipes is the social arm of one of the longest-running digital food brands in the United States, originally launched in the late 1990s as a community-driven recipe site and now operated under the Dotdash Meredith publishing umbrella. The brand positions itself as the 'home of the home cook,' and its social content reflects that mission: approachable weeknight dinners, nostalgic comfort food, holiday menus, and shortcut hacks aimed at cooks who want dependable results rather than chef-driven spectacle. Across Instagram, YouTube, and TikTok, the team leans into recipe demos, viral trend riffs (pickle week, 'million dollar' casseroles, '90s throwback dinners), and quick tip videos, all delivered in a warm, conversational voice that distinguishes it from more polished culinary publishers.
Allrecipes is a pure-play food and home-cooking property, with content centered on weeknight dinners, baking, seasonal holiday meals, and quick kitchen hacks — a natural fit for CPG grocery brands, packaged ingredients, cookware and small appliances, meal kits, condiments, and supermarket retailers. The audience skews female and concentrates in the 25–44 home-cook bracket, with the majority based in the United States and meaningful secondary reach across the UK, Canada, and India, making it relevant for both North American and English-speaking global launches. Posting cadence is daily across Instagram, TikTok, and YouTube, with engagement running above food-category benchmarks on every platform. Recent themed activations like Pickle Week signal an established branded-content practice well-suited to sponsored recipe series with pantry-staple and grocery partners.
Benchmark estimates for a creator at Allrecipes's tier (Mega, 9.3M combined followers, United States). Pulled from CreatorDB's category benchmarks.
The CreatorDB Agency runs end-to-end influencer campaigns globally — shortlisting, outreach, contracting, and performance reporting. Talk to our team about building a campaign around creators in this niche.
Allrecipes is one of the oldest and largest digital food brands in the world, and the social accounts are an extension of its recipe website. The brand calls itself the "Home of the home cook" and points followers to its site via the link in bio for full recipes.
Allrecipes is owned by Dotdash Meredith, the publishing company that also owns People, Food & Wine, and Better Homes & Gardens. It started as an independent recipe-sharing site in 1997 and was acquired by Meredith Corporation in 2012 before the Dotdash merger.
The feed leans heavily into easy weeknight dinners, chicken dishes, baking, desserts, and viral food trends like Pickle Week and Million Dollar Recipes. Captions are casual and home-cook friendly — the TikTok bio literally just says "We like food, hbu?"
Pickle Week is a recurring themed content series where Allrecipes posts pickle-forward recipes across its social channels, tagged with #pickleweek. It's one of several themed weeks the brand runs to drive engagement around a single ingredient or trend.
Allrecipes built its reputation on community-tested recipes with star ratings and reviews from millions of home cooks. The YouTube channel emphasizes "recipes that work and tips you can actually use", and many of its viral videos are pulled from highly-rated recipes on the site.
Nicole McLaughlin, known on the channel as "Nicole at Allrecipes," is one of the brand's main on-camera personalities. She hosts popular series like the '90s Dinners and Million Dollar Recipes videos, and is one of the recognizable faces of the YouTube channel.
Allrecipes is headquartered in the United States and the vast majority of its audience — around 80% — is American. It also has significant followings in the UK, Canada, India, and Brazil.
Yes — Allrecipes runs a YouTube channel with over 3 million subscribers focused on cooking and baking tutorials. It uploads dependable dish videos, hacks, and themed lists like '5 Easy '90s Dinners' on a regular weekly cadence.
Allrecipes sits in the Mega tier with over 9 million combined followers across Instagram, YouTube, and TikTok. Instagram is its biggest platform with more than 4 million followers, and engagement on all three platforms runs noticeably above the food category median.
Yes, Allrecipes works with food and kitchen brands on sponsored Instagram Reels, TikToks, and YouTube integrations, and its content is tagged with categories like "ad" in its niche mix. Given its Mega-tier reach, rates for a sponsored Reel or dedicated YouTube video sit at the high end of the food-creator market.
Stats (followers, engagement, audience demographics, growth) are pulled live from the CreatorDB API covering YouTube, Instagram and TikTok. Bio and FAQ content is AI-assisted; news items are sourced from cited public press at generation time. Read the full methodology →
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@allrecipes · Instagram
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