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Eater
06-06-2025
- Entertainment
- Eater
On Instagram, Recipe-Sharing Automation Is Here to Stay
In December, the actress Sarah Snook, best known for playing the icy Shiv Roy on Succession , commented just one word on an Instagram post by NYT Cooking: 'Meatball.' And who could argue with that? Ali Slagle's Thai-inspired chicken meatball soup looked good, and getting the recipe required only that one leave the word 'meatball' in a comment. Do so, and a message from NYT Cooking pops into your inbox in seconds, offering a direct link to the recipe. This new format for engaging readers circumvents the clunky 'link in bio' maneuver, a workaround necessitated by the photo app's incompatibility with clickable links in captions and now considered the norm for publications and creators who use the platform to promote work that lives on other websites. Recently, a slew of new add-ons — including Manychat, which NYT Cooking uses — has allowed creators to automate messages and replies in this way. Food52 uses them too, as do recipe developers with unwieldy follower counts, like Yumna Jawad of Feel Good Foodie (4.7 million) and Deb Perelman of Smitten Kitchen (1.8 million). Influencers and creators have taken advantage of automation like this for a while, whether it's to send followers recipes or to share shoppable affiliate links. The effect is twofold, saving individuals from the tedious act of manually responding thousands of times and guaranteeing higher engagement since it prompts people to leave comments. These tools have become common enough to have instilled a habit: Some people now attempt to trigger chatbots even when a creator doesn't use them or instructs other steps for getting recipes. 'It doesn't actually matter as a content creator/pusher whether you use the bot thing — it's so standard now that people assume you do,' Perelman of Smitten Kitchen told me in a DM. For viewers, these tools are easier and less confusing than asking people to click the link in her bio. 'The actual conversation I had with myself was, 'Am I going to ignore hundreds of comments a day like this, or am I going to cough up $100/month(!) to give people what they want? With social media, the latter is my default — just make it easy; meet people where they are.' It's true: Recipe developers and creators use these tools because Instagram isn't the best place to share their recipes. Dropping instructions and measurements into a caption is easiest for viewers, but for creators, that means losing the potential revenue and the boosts to their engagement statistics that come from someone clicking through to their blog or signing up for their newsletter. However, since it isn't in Instagram's best interest to direct people to leave the app — or empower them to do so easily — the workarounds for highlighting off-platform content are annoying. Today, many people still don't understand their way around a 'link in bio,' even though the strategy has been in use since around 2018. Thus, recipe-sharing chatbots have emerged and taken hold. Do creators like them? Not necessarily. Do users? Begrudgingly. For the people who use them, these automation tools are a new necessary evil, just like being beholden to the whims of an algorithm. At best, these tools ensure that creator and commenter both get what they want. For one, that's a click; for the other, a recipe. At worst, they undermine the social nature of social media and depersonalize the experience of sharing food online. I went to Instagram — where I post pictures of food, pointedly without recipes — to ask food creators for their thoughts on these tools. The responses were overwhelmingly negative. 'Yes I hate it if that's strong enough of a sentiment,' said one. 'HATEEEEE,' said another. 'I HATE IT,' said yet another. Non-creators felt strongly enough that they had to write in too. Words that came up often were 'scammy' and 'desperate,' and some people resented them for being too obvious a play for engagement. Indeed, in one ad, which claims 'No Follow. No Freebies,' Manychat promotes that it allows creators to 'request a follow' before they 'give away content.' A common throughline was the idea of transactionality. 'On a deeper level, as a content creator who puts a lot of thought into how I create my recipes and corresponding content, I don't want people to simply think of me as a robotic recipe mill, constantly churning out recipes for consumption,' Lisa Lin, who runs the blog Healthy Nibbles, told me. 'An automated tool seems antithetical to that sentiment,' she added. This has long been the situation with food on social media. Get enough eyes on a picture of food online and you'll certainly become familiar with the 'recipe?' commenter. Not all pictures of food warrant a recipe, and not all people who post food are recipe developers; sometimes, the point is just to be proud of a nice lunch. Yet the 'recipe?' commenter sees no distinction between the professionalism of a published recipe meticulously shot and developed, and the individual's personhood, preserved and savored. At best, it's a well-meaning follower's detour into modest annoyance; at worst, it's the prelude to a total internet stranger becoming put out when a poster doesn't provide on-demand service, tailored to every need. In 2022, The New York Times 's Tejal Rao wrote of this phenomenon, coining it the 'endless torment of the 'recipe?' guy.' The core intentions of the ''recipe?' guy' are rarely bad: Isn't a desire to imitate a compliment? Yet their assumptions speak to a sense of entitlement around recipes and theto cooks for providing them. With one word, that request turns a shared appreciation of food into a transaction, regardless of whether its creator intended for it to be or if they even benefit at all financially. 'It's a way of treating the people who share their cooking online entirely as products. But I think it's also a way of becoming a bit less human,' Rao wrote. Indeed, this use of chatbots and automation tools only accelerates the normalization of treating people who share food online like robots themselves. Automation tools reward this behavior. They make it normal to drop a one-word comment to a stranger, like a caveman grunting a demand, without any effort toward etiquette or building a rapport. They reinforce the notion that creators must always provide, as well as the problematic sentiment that whatever we see on our screens should also be available for us to have. 'I've worked so hard to build a community,' said recipe developer and creator Erin Clarkson, known as @cloudykitchen. She chooses not to use automation tools, in part because she feels they detract from the conversational vibe she works to foster on her platforms. 'A chatbot destroys comment sections,' Clarkson said. That sentiment was echoed in the responses I got on Instagram, especially from non-creators. It used to be funny or helpful to read the comments, where people made jokes, shared their candid reactions and experiences, or asked clarifying questions. Now, as people seek to trigger auto-response tools, it's useless. We might see this as yet another example of enshittification: a once-social space optimized in favor of efficiency, but ultimately resulting in a worse experience for the people using the product. To Clarkson, these tools have also made readers 'even more lazy.' Clarkson says she regularly sees readers' assumptions that she uses them, even though she doesn't. She sees those presumptive comments another way: If these people can't bother to read the captions to figure that out, then they likely won't fare well with the level of detail on her blog . Everyone wants things instantly and easily, and recipes are no exception. Still, these tools remain a 'stopgap,' Lin said. Despite her ideological hesitation to tools that encourage robotic behavior from both creators and their audiences, the reality for her and most other recipe developers and food creators is that she 'primarily earns a living on a website outside of Instagram. At the end of the day, I need eyeballs on my website,' she said. Having now subscribed to one of these tools for several months, Lin has found that they're useful in getting people to visit her website. (Even when it comes to the established link-in-bio system, 'many, many people can't be bothered.') 'If Instagram would simply allow us to embed clickable links in our captions, we would not need this ridiculous workaround to deliver links to our audience,' Lin said. 'This automated recipe-sharing ecosystem wouldn't even need to exist. But I don't see Instagram developers changing their ways any time soon, so we're all stuck in this situation.' After hearing the malaise of social media users on all sides of the issue, I returned to the prompt that started it all. Committed to testing it out, I, like Snook, commented on that NYT Cooking post. Immediately, it felt silly — not just to comment 'meatball' publicly, but also to add to the mindless cacophony of requests and to masquerade as yet another someone who didn't bother to Google or search NYT Cooking. Afterward, I felt weirdly embarrassed: What friction was I really removing from my life by commenting? Sure, the recipe ended up in my inbox immediately, but then again, my mess of DMs is where useful information goes to die. The instant access didn't make me any more likely to make the recipe, and in fact, it would take me an awkwardly long time just to find the link in my inbox if I were in need of it while planning out dinner. I thought about all the recipes that have piled up in my saves on Instagram and in my screenshots folder. So many of them came to me so easily, offered up by way of too-knowing algorithms, and yet, I've never made most of them either. We now have access to so much information that we take its abundance — and the work that went into creating it — for granted. We see recipes as commodities that we are owed by virtue of us simply having seen them, even when we don't have any intention of following through. I thought about the technique that always works better for me anyway: just googling ingredients I have and then seeing how other people have already put them together. It makes me think a little more, of course, but especially in the age of AI, the most humanizing thing is to do a little of the work yourself — to have to think through a problem. I end up with something that's all mine; not something anyone willing to just comment 'meatball' can reproduce. The freshest news from the food world every day
Martechvibe
23-04-2025
- Business
- Martechvibe
Manychat Bags $140m for AI-Driven Customer Engagement
Manycha will use the funding to accelerate its global expansion, invest further in R&D, and advance AI agent features across new and existing channels. Manychat, a specialist in conversational AI and automation across social and messaging platforms, has announced a $140 million growth capital raise led by Summit Partners. This brings its total funding to $163.3 million since its founding in 2015, including its first institutional investment of $18 million in 2019 by Bessemer Venture Partners. Manychat says that it powers billions of messages annually on Instagram, TikTok, WhatsApp, Facebook Messenger, and other platforms, helping more than a million businesses in 170+ countries automate customer interactions, maximise engagement, and unlock monetisation potential. 'Manychat was founded with a mission to help businesses grow by building meaningful customer relationships,' said Mike Yan, Co-Founder and CEO at Manychat. 'We also take pride in our ability to package and simplify new foundational technologies for the benefit of our customers.' 'The more useful and effective our technology becomes, the more our customers can focus on delivering exceptional value in their space. This new funding, along with Summit Partners' guidance and expertise, will support our continued innovation in the realm of agentic AI and intelligent automation, helping our team and our products deliver true value for businesses and creators around the world.' ALSO READ: Re-energise Customer Experience Strategy Manychat, which claims to be a profitable company, will use the funding to accelerate its global expansion, invest further in R&D, enhance marketing and customer support capabilities, and advance AI agent features across new and existing channels. 'We believe the rapid growth in social commerce is driving a critical need for brands to invest in strategies and solutions that help build and sustain customer engagement across social and messaging platforms,' said Sophia Popova, Partner at Summit Partners who has joined the Manychat Board of Directors. 'Manychat's innovative platform is helping to redefine how businesses and creators engage with their audiences and to set new standards in digital communication and marketing. We are excited to partner with the Manychat team to help accelerate their global expansion and further enhance their AI driven solutions.' ALSO READ: Scope3 To Develop Sustainable AI Solutions The Martechvibe team works with a staff of in-house writers and industry experts. 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It enables sales and marketing teams to automate user tasks in their applications like the CRM and across any digital channel. VISIT WEBSITE Zendesk is an AI-powered customer feedback software provider, offering customer satisfaction (CSAT) software to businesses across multiple industries. Its marketplace offers 1600+ apps and integrations, enabling marketers to create a complete customer feedback system. VISIT WEBSITE UserVoice provides product feedback management software for SaaS businesses. Its UserVoice Validation tool delivers actionable user insights to inform roadmap strategy. From testing ideas to ensuring satisfaction with released features, it helps research and marketing teams gather quick user feedback throughout the entire product lifecycle. VISIT WEBSITE Twilio provides integrated Mindful Feedback functionality within its Flex offering, enabling marketers to automatically take action based on real-time customer feedback. It automatically collects customer feedback after Flex interactions by capturing feedback over post-call voice IVR, outbound voice IVR, conversational SMS, Web SMS, email, and web surveys. VISIT WEBSITE Trustpilot offers ML and AI-powered feedback management tools, helping marketers build trust and loyalty through customer reviews. Its AI-driven Review Insights tool enables marketers to identify growth areas from negative feedback, whereas its Image Generator tool lets them enhance social media engagement. VISIT WEBSITE Survey Monkey is a global online survey and forms tech stack provider, offering AI-fueled market research solutions to businesses. Its enterprise feedback management program provides 250+ templates with the capabilities of customisation, allowing organisations to build tailored survey forms. VISIT WEBSITE Sprinklr is a unified customer experience platform (CXM), offering AI-powered feedback management capabilities with its flagship product: Sprinklr Surveys. It integrates solicited customer feedback with unified-CXM data, enabling brands to derive meaningful, actionable insights. Utilising its genAI-powered survey builder, marketers can create conversational surveys to streamline their NPS strategies. VISIT WEBSITE Salesforce is a comprehensive customer-oriented technology provider offering a feedback management suite. Salesforce's survey responses help marketers create personalised surveys based on their existing customers' data. Some of the supported applications of its feedback management platform are genAI-powered survey form development and sentiment-insights-based survey collections. VISIT WEBSITE QuestionPro is an online feedback software provider, offering ready-made survey templates to businesses across 40+ countries. Leveraging the capabilities of its customer satisfaction templates, advertisers and marketers can create and gather tailored questions. VISIT WEBSITE Qualtrics is an all-in-one customer experience solution provider, offering website & app feedback tools for organisations to collect customer feedback efficiently. Its digital experience analytics capabilities combined with DXA integrations, bring together verbal and behavioural data for in-depth analysis of user feedback. VISIT WEBSITE HubSpot is a one-stop marketing platform, providing customer feedback software under its Service Hub offerings. Its pre-built APIs include net promote score (NPS), customer effort score (CES), and customer satisfaction (CSAT) surveys, allowing marketers to strengthen their customer loyalty strategy. VISIT WEBSITE Medallia is a comprehensive platform, enabling marketers to capture feedback from all customer touch points. Some of its popular feedback management software capabilities include Sense360 for analysing consumer spending, Medallia Video to automatically extract meaningful insights from customer's feedbacks and Agile Research for creating branded surveys in real-time. VISIT WEBSITE Zeotap lets brands integrate, unify, segment and orchestrate customer data, fostering a cookieless future. It offers a 'Non-Customer Entity Data' feature that helps marketers to integrate both customer and non-customer entity data. VISIT WEBSITE Twilio provides, Twilio Segment, an AI-powered CDP, enabling marketers to streamline their personalised customer engagement journeys. It brings together clean, consented customer data for real-time insights with 450+ pre-built connectors. VISIT WEBSITE Syntasa provides data-ready CDP capabilities, equipping marketers with essential tools to prepare their customer data. It offers real-time sentiment analytics capabilities, helping enterprises derive behavioural insights from unified user profiles to foster hyper-personalised experiences. VISIT WEBSITE SAP is a company-wide customer data management platform, helping marketers improve engagement, conversion, and retention. It offers a genAI-powered data model, enabling enterprises to unify their B2B and B2C customers' profiles to reach their personalisation goals. VISIT WEBSITE Oracle is a global database management company, providing CDP solutions, under its flagship product: Oracle Unity. Its AI-powered models enable marketers to create hyper-personsalised campaigns with predictive insights by streamlining real-time customer data from heterogeneous sources. VISIT WEBSITE Growthloop is a composable CDP platform, allowing marketing and sales team to action their data at scale. It offers GrowthLoop Audience Builder, enabling marketers to initiate their lead generation functions. VISIT WEBSITE Adobe Experience Cloud offers a real-time CDP, letting users create high-value audience segments for B2C and B2B use cases across their marketing funnel. It follows a cookieless marketing approach to automatically unify customer data across various online and offline channels in real-time. VISIT WEBSITE ActionIQ is a composable CDP platform that offers audience segmentation, acquisition marketing, and Customer 360 capabilities. It integrates analytical tools, enabling marketers to collect and analyse their first-party customer data at scale. VISIT WEBSITE Zoho CRM leverages automation and comprehensive analytics to empower any sales team, fostering stronger customer loyalty. Ideal for both small businesses and enterprises, this software enables enhanced productivity and tailored solutions through predictive intelligence. VISIT WEBSITE Zendesk offers Zendesk Sell, an easy-to-deploy CRM platform that is simple to deploy and navigate, catering to businesses of any scale. Its mobile-friendly Sell app has the functionalities of geolocation, helping sales and marketing teams. Offering an all-in-one CRM platform, organisations can implement use cases like prospecting, engagement, lead generation and communication capabilities. VISIT WEBSITE SugarCRM is a global CRM software provider, helping marketing, sales, and service teams improve efficiency through automation, data, and intelligence in near real-time. It offers Sugar Market, an all-in-one marketing automation platform that helps marketers to automate their campaign with higher ROI. VISIT WEBSITE Salesforce is a one-stop sales and support CRM software that regularly updates customer records, tracks emails and calls, and creates organised support processes for quicker customer responses. Its simple and scalable infrastructure is ideal for businesses of all sizes. VISIT WEBSITE Pipedrive stands out with its emphasis on automation, tailorability, and seamless integration. Purposefully built to enhance the efficiency and productivity of sales professionals, this CRM solution has an intuitive setup and robust capabilities. It facilitates lead generation, comprehensive sales analytics, and seamless business expansion. VISIT WEBSITE Oracle NetSuite CRM, a component of Oracle's business software suite, is for all midsize and booming businesses that want a comprehensive, integrated CRM solution with ERP capabilities. Using it, customers and partners can directly interact with the platform, freeing the additional work load for their sales team. VISIT WEBSITE Microsoft Dynamics 365 Sales represents a robust cloud-based CRM solution brimming with features such as pipeline assessment, relationship analytics, and conversational intelligence. It utilises AI-powered insights to provide actionable intelligence via predictive analytics, lead scoring and sentiment analysis. VISIT WEBSITE Less Annoying is a CRM software that utilises a straightforward search feature within its contact management system, making it easy to track contacts. It is ideal for small-sized businesses and offers a highly intuitive and user-friendly interface. VISIT WEBSITE Insightly offers CRM software solutions for enterprises looking to understand their audience data across various marketing functions. It integrates seamlessly with third-party apps, streamlining workflow automation, including bulk emailing and report generation. VISIT WEBSITE HubSpot's sleek dashboard with consolidated CRM tools simplify complex customer data, further transforming it into meaningful insights. Complementing typical CRM functionalities, HubSpot provides tailored options, including conversation intelligence and email monitoring. VISIT WEBSITE Apptivo delivers adaptable and web-based CRM solutions, enabling marketing and sales teams to streamline all customer service requirements across various devices and browsers. Despite its focused feature set, it encompasses over 65 interconnected applications alongside a robust sales pipeline management tool, ensuring efficient tracking of potential leads without any downtime. VISIT WEBSITE Sitecore offers composable cloud solutions with its flagship products, Sitecore Experience Platform(XP) and Sitecore Experience Manager (XM). They help marketers to overcome scalability challenges. Some of its features include intuitive visual editing, headless delivery, marketing automation, scalable personalisation, data and machine learning capabilities. VISIT WEBSITE Salesforce Experience Cloud is a platform that helps enterprises link clients, partners, and employees to securely exchange information and documents. Built on its Customer 360 platform, Salesforce's DXP ensures seamless integration with any solution in the Salesforce ecosystem. VISIT WEBSITE Oracle Cloud offers a comprehensive suite of platform-based marketing automation solutions for personalised B2B and B2C automation campaigns. Some of its featured products are Eloqua Marketing Automation, CrowdTwist Loyalty and Engagement, and Unity Customer Data Platform. VISIT WEBSITE Optimizely is a digital experience platform (DXP) provider that offers Optimizely One, an easy-to-use and fully integrated suite. It provides a single, unified workflow with thoughtfully embedded AI and machine-learning algorithms, accelerating work across the entire marketing lifecycle. VISIT WEBSITE OpenText offers a cloud-native, scalable platform for enterprises to streamline their marketing functions. It provides fully composable content management, digital asset management, creative workflows, personalisation, targeting and customer data technologies in one place, ensuring a holistic approach to B2B, B2E and B2C experiences. VISIT WEBSITE Neptune DXP is a PaaS(Platform-as-a-Service) provider, helping marketing teams build custom apps based on modular, reusable application building blocks. The company offers flexible environments to businesses across different verticals, further providing personalised digital solutions at scale. VISIT WEBSITE Magnolia is a composable DXP that comes with no-code connector packs and low-code micro-frameworks for third-party integrations. It also offers an open-source version alongside its commercial plans enabling enterprises to build tailored use cases. VISIT WEBSITE Liferay DXP helps marketers deliver personalised and connected digital experiences across a broad range of channels, including customer portals, websites, intranets, mobile apps, and connected devices. It offers intuitive CMS, user analytics, and site management tools that businesses need to launch, test and optimise digital experiences for faster go-to-market. VISIT WEBSITE Powered by IBM Consulting, IBM iX offers a composable DXP, providing a comprehensive solution to make enterprises' systems future-ready. Utilising its data-driven insights and intelligent workflows, marketers can design and deliver human-centred experiences across the customer lifecycle. VISIT WEBSITE HCL Digital Experience (DX), forms part of a wider HCL Customer Experience (CX) product portfolio, offering core capabilities such as content management, DAM, CDP called Signals, and low-code application development. It provides services in government, life sciences, insurance, financial services, and other verticals. VISIT WEBSITE Contentstack is a headless CMS and Composable Digital Experience Platform (DXP) solution provider that helps marketers gain a competitive edge. It recently launched into Google Cloud Marketplace, and is also available on Microsoft Azure and AWS. It seamlessly enables mid-market brands to adopt its omnichannel campaign engine to drive higher conversions and sales. VISIT WEBSITE Bloomreach Commerce Experience Cloud provides businesses an edge with its modular capabilities: Content Management System (CMS), Discovery features for search and merchandising optimisation, and Engagement tools such as Customer Data Platforms (CDP) for personalisation and analytics. VISIT WEBSITE Adobe Experience Cloud offers a comprehensive set of services specifically designed to address the day-to-day requirements for personalised customer experience at scale. Its platform helps manage different digital content and assets to improve customer satisfaction. Some of its products include Adobe Gen Studio, Experience Manager Sites, Real-time CDP, and Marketo Engage. VISIT WEBSITE Acquia offers DXP solutions, comprising of two main elements: Acquia Drupal Cloud and Acquia Marketing Cloud. It can be accessed in both platform-as-a-service (PaaS) and software-as-a-service (SaaS) with additional components such as Site Factory for multisite management, digital asset management (DAM), CDP, personalisation, and Campaign Studio. VISIT WEBSITE
