United States
@Notachefsam is a US-based food creator whose self-deprecating handle — "not a chef" — establishes an accessible, learn-as-you-go kitchen persona across YouTube and Instagram.
Total Followers +3.3%
1.4M
Across YouTube, Instagram
Primary Platform
YouTube
805K followers · 56% of audience
Engagement
5.1%
vs. 1.5% category median
Sponsorship Tier
Macro
Est. $9.4K–$22K / IG post
| Window | YouTube | Combined | ||
|---|---|---|---|---|
| Last 7 days | +2K +0.3% | +11K +1.7% | +0 +0.0% | +13K |
| Last 30 days | +27K +3.3% | +20K +3.2% | +0 +0.0% | +47K |
| Last 90 days | +66K +8.2% | +50K +7.9% | +0 +0.0% | +116K |
| Last 365 days | +66K +8.2% | +50K +7.9% | +0 +0.0% | +116K |
Daily follower snapshots from CreatorDB's longitudinal index.
| Brand | Type | Platform | Date | Performance vs. baseline |
|---|---|---|---|---|
| Chosen Foods Food & Beverage / Cooking Oils | Channel sponsor | Long-term | — | |
| Ninja Kitchen Appliances | Channel sponsor | Long-term | — | |
| Magic Spoon Food & Beverage / CPG | Channel sponsor | Long-term | — |
@Notachefsam is a US-based food creator whose self-deprecating handle — "not a chef" — establishes an accessible, learn-as-you-go kitchen persona across YouTube and Instagram. Operating under the name Sam and managed by Trend Management, the channel blends everyday home cooking with more technically curious territory: cleaning a parmesan cheese wheel, rendering granulated sugar from scratch, or hand-crafting raspberry pastries. That tension between a relatable, self-taught framing and moderately ambitious execution keeps the content from feeling like a generic recipe feed, and likely explains why engagement rates run well above the category median.
The audience is predominantly American, nearly even across genders, and notably broad in age — with a substantial share of viewers over 35, a cohort that responds well to practical kitchen-skill content rather than trend-chasing. Brand partnerships with Ninja, Chosen Foods, and Magic Spoon map neatly onto a health-conscious but unpretentious home cooking identity, steering clear of diet-culture positioning. With consistent growth across both platforms and a sponsor mix that signals strong alignment with kitchenware and premium grocery brands, the channel is well-placed to attract deeper, longer-term partnerships with brands that want a creator whose non-chef persona reads as a genuine credential rather than a calculated angle.
Notachefsam reaches an audience concentrated in United States primarily through YouTube, and is best activated via long-form YouTube integrations, Instagram Reels and Stories. Their sponsorship history skews toward Food & Beverage / Cooking Oils, Kitchen Appliances, Food & Beverage / CPG, a clear signal of fit for brands in those categories. Demonstrated partners include Chosen Foods and Ninja. Engagement on YouTube runs around 5.1%, which points to an audience better suited to category-relevant, mid-funnel campaigns than to pure-reach buys. The channel's mix of long-form YouTube integrations and Instagram Reels and Stories lets a sponsor choose between short awareness placements and longer, more detailed integrations. Because the audience follows food content rather than arriving through untargeted reach, sponsorships that match the channel's subject matter tend to convert more efficiently than broad placements. A consistent, on-topic posting focus gives sponsors a predictable, brand-safe environment, lowering placement risk compared with broad, general-interest channels. Campaigns here are best measured on qualified engagement and consideration within the niche rather than on raw impression volume. For United States-focused brands in Food & Beverage / Cooking Oils and related categories, Notachefsam offers a defined, creative-fit audience rather than broad, low-intent impressions.
Benchmark estimates for a creator at @Notachefsam's tier (Macro, 1.4M 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.
No — the entire brand is built on being an enthusiastic home cook, not a culinary professional. His tagline "Not a chef but I like to cook" is central to his identity and is a big reason his audience finds his recipes approachable rather than intimidating. The self-deprecating name is the hook that sets him apart from formally trained food creators.
His first name is Sam, which is embedded right in the handle @notachefsam. He keeps most personal details off-camera, letting the kitchen and the food take center stage rather than his personal biography.
Cheese wheel pasta is a dramatic technique where freshly cooked pasta is tossed inside a hollowed-out wheel of aged cheese so the residual heat melts the interior into a glossy sauce. Sam's #cheesewheelpasta content became one of his most recognized formats, and he later followed it up with a dedicated video on how to clean a cheese wheel, making it a recurring part of his kitchen setup.
Sam posted a full tutorial on cleaning a cheese wheel after using it for pasta, covering scraping, rind maintenance, and storage so the wheel can be reused multiple times. It's a niche follow-up that only makes sense given how central the cheese wheel has become to his content — and it tells you his audience is invested enough to want the behind-the-scenes kitchen upkeep, not just the finished dish.
Yes — making sugar from scratch is exactly the kind of from-scratch deep-dive Sam is known for, going well beyond what most home-cooking creators attempt. His content sits at the intersection of accessible tutorial and ambitious culinary challenge, which helps explain why his audience spans a wide age range including plenty of viewers over 35.
Yes, Sam is a Ninja partner, a relationship that appears across his posts tagged #ninjapartner. Ninja makes blenders, air fryers, grills, and other countertop appliances, so the partnership fits naturally alongside his home-cooking tutorials without feeling out of place.
Chosen Foods is a brand best known for its avocado oil and avocado-oil-based cooking products, and Sam has an ongoing partnership with them tagged #chosenfoodspartner. It's a credible fit given his focus on real-ingredient, from-scratch cooking rather than heavily processed shortcuts.
Yes — Magic Spoon, the high-protein cereal brand, is one of Sam's listed sponsors, tagged #magicspoonpartner. Food and snack brands gravitate toward cooking creators because their audiences are already primed to care about what they eat, making the sponsorship a natural extension rather than a jarring ad break.
Sam covers a broad range — from dramatic centerpiece dishes like cheese wheel pasta to detailed baking projects like realistic raspberry pastries and from-scratch ingredient tutorials. His style blends cooking-how-to with light entertainment, which is why his YouTube topics span tutorial, food and beverage, and vlog categories all at once.
YouTube is his larger platform by a meaningful margin, with well over three quarters of a million subscribers, while his Instagram audience sits just under that. Both channels are active — he uploads to each within a day or two of the other — so fans who prefer short-form Reels and fans who prefer longer kitchen videos can follow him on whichever suits them.
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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