Podcast host and TEDx speaker with over 300,000 followers and 100M views across IG, TikTok, YouTube, and LinkedIn. My vision is to empower 1B people to advance in their careers. I’ve partnered with brands like Meta, Salesforce, Kraken, YearUp, Cruise, eBay, Microsoft, and Target.
Can’t find cucumbers in the supermarket this summer? That might be because of Logan Moffitt , a 23-year-old content creator whose cucumber salad recipes have swept the nation, with some of his videos racking up nearly 30 million views. To put this into perspective, Logan’s cucumber trend of August 2024 is to Emily Mariko’s iconic salmon bowl trend of August 2021. Yes, it’s that big of a deal.
Following the unexpected virality of that first video, Logan continued posting cucumber recipes 3-4 times a day on social media: “I've never seen feedback like I have for the cucumber series, so since the first video uploaded on July 8th, it did really well really fast. So I decided to remake it but with a different recipe...I feel like it's mostly viral because of the repetition.”This repetition is a key takeaway for creators and brands searching for virality.
Emily shared that after her first salmon bowl recipe took off, she continued posting the same format and the exact same recipe consistently in subsequent weeks. Her signature ASMR, no-talking, show-me-don’t-tell-me style became a staple in the TikTok food scene. Beyond her salmon bowl, Emily’s focus on simplicity, comfort, and wellness helped her grow a dedicated following. Next, she partnered with lifestyle and kitchen brands, turning viral fame into a long-lasting, monetizable brand.
As we look to the future of content creation, it’s clear that the next big trend could come from anywhere—and from anyone. The journey to the top of the social media food chain is just as much about strategy and persistence as it is about creativity. The real question is: how hungry are you?In light of this discussion, I pose the following questions to fellow creators:
Virality Social Media Cucumber
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