Chef Sanjyot Keer shares his recipe of creating delicious content for audience

In a conversation with YourStory’s Influencers Inc, Chef Sanjyot Keer, who runs Your Food Lab, talks about content creation and shares his stories and experiences in the industry.

Food-based content creation has caught pace among the young population in India. One such creator is Chef Sanjyot Keer, who hosts a social media channel called Your Food Lab.

His varied range of fresh combinations makes his creation unique, interesting, and delicious.

A hotel management and hospitality graduate, Sanjyot always knew he wanted to be a chef. He got his big break as a food producer for MasterChef India Season 4, where he was introduced to the world of food content production and digitalisation of food.

Chef Sanjyot Keer

However, seeing a lack of short-form content and faster-paced content in the Indian food industry, he decided to start making one-minute short-form videos in 2016.

“The idea really resonated with the audience, and Your Food Lab was an instant success,” says Sanjyot.

Picking platforms

Creators, today, can choose from a host of platforms and formats, including Instagram (Reels and IGTV), YouTube (Long-form videos and YouTube Shorts), and Facebook.

Sanjyot believes food has its personality, and therefore, it depends on the person who is cooking it. There is an audience for every style and form, and the right content will always find the ideal audience.

“Depending on the kind of personality you have and the kind of food you want to cook and showcase on your channel, you can choose a platform,” explains Sanjyot.

When he started his journey, Sanjyot’s videos did not have him in the frame. Since the idea of short-form content was not explored widely, it worked in his favour as he introduced several new formats to the space, he says.

In the beginning, Sanjyot would make unique cuisines that were not available on the web. However, he gradually moved towards making classic dishes, and his content evolved eventually. He says the content making process is very platform-specific these days.

Future plans

At present, Sanjyot and his team are working on several series-based content for his channel Your Food Lab. “There would be much more than food, but everything would revolve around food,” he shares.

Additionally, he plans to explore the virtual education space and teach cooking, content creation, and community building as these topics are rarely included in academic curriculums.

“Since Your Food Lab is followed by over 10 million people across platforms, and we have done a couple of billion views, we want to teach the same to the younger generation,” he says. 

According to Sanjyot, viewership or loyalty is more important than numbers, but they do play an important role in determining the monetisation potential of one’s content.

When a brand approaches a creator, they primarily look at the numbers. He adds with the ever-changing and ever-evolving formats and platforms in the content creation space, a creator must know how to keep up with it and grow in the process.  

In the rapid-fire round by YourStory’s Influencers Inc, Sanjyot shares his love for ‘karela’ as an underrated vegetable and discloses a few interesting personal facts about his food preferences. 

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Edited by Suman Singh