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Marketing SlidesCreator media kit

A normal Nick DiGiovanni reel reaches 7.3M plays; a normal TikTok 3.1M

In the last year 7 of his 93 own posts not marked as ads reached 3× their normal, led by 1 Second vs 1 Hour Chicken (7.1×); his most-played was Giant Tasmanian Crab, 32.7M. Of his 9 TikToks marked as ads or sponsored, 5 beat his normal of the time; the 3 since December 2024 fell under it.

Nick DiGiovanni@nick.digiovanni on Instagram · @nick.digiovanni on TikTok
93 posts scoredInstagram 25 Nov 2025 to 16 Oct 2026TikTok 22 Nov 2025 to 1 Nov 2026
26 videos watched381 comments read
November 2, 2026public counts only
Marketing Slides02
The short version

Most posts land near his normal; 7 broke out; his recent ads ran under it

3.1M
plays for a normal TikTok now
13.9M followers; TikTok Nov 2025 – Nov 2026
7.3M
plays for a normal Instagram reel now
4.6M followers; Instagram Nov 2025 – Oct 2026
7 of 93
own posts not marked as ads reached 3× their normal
TikTok Nov 2025 – Nov 2026, Instagram Nov 2025 – Oct 2026
5 of 9
TikToks marked as ads beat his normal of the time
the 3 since Dec 2024 fell under it; Fresh Express, Oct 2026: 0.33×
01Most posts land near his normal.

Of his 93 own posts not marked as ads in the last year, 7 reached 3× their normal or more and 18 landed at half or less. A video posted to both platforms counts once on each.

02Seven breakouts, five kinds of post.

Three are Food Experiments & Challenges (the one-second chicken, three levels of cheese, four levels of watermelon); the others are a giant crab, a sea urchin catch, a hot-sauce aged steak and the Perfect Slice Challenge, captioned ft. John Cena.

03His Osmo posts are mixed.

Of his 4 posts about his own Osmo products, the sauce launch (2.25×) and Hot Sauce Aged Steak (3.4×) beat his normal; What Is Magic Sauce? (0.24×) and My Favorite Seasonings (0.26×) landed at a quarter of it. Four posts are too few for a rule.

Public counts only. Judged apart from his normal: 26 Instagram reels owned by collaborators and 9 TikToks marked as ads or sponsored. Posts not marked still include his own Osmo products and brand tie-ins (Bee Up snacks, LEC ice cream).Nick DiGiovanni · Creator media kit
Marketing Slides03
The account today

TikTok gets most of his posts; a normal Instagram reel reaches more plays than his 4.6M followers

TikTok: 2.0 posts a week over the last 90 days, 8 in the last 6 weeks; the year held pauses of 38 and 72 days, the last ending 8 May. Instagram: 0.3 reels a week over the last 90 days, with gaps of 33 and 34 days since July.

AccountFollowersPosts a weekLast postA normal post todayMedian commentsPosts per week, last 26 weeks
Instagram
@nick.digiovanni
4.6M0.316 Oct 2026 · 17 days ago
7.3M plays · reels
719
TikTok
@nick.digiovanni
13.9M2.01 Nov 2026
3.1M plays · videos
971

Marked as ads or sponsored by TikTok: 9 of his 150 newest TikToks, each naming a brand (T-Mobile, SodaStream with Mountain Dew, Kikkoman, Invesco QQQ, Fresh Express). Against his normal at the time, 5 did better, up to 2.8× (SodaStream, July 2024); the 3 since Dec 2024 did worse, Fresh Express (8 Oct 2026) at 0.33×.

26 Instagram reels in his grid are owned by collaborators; the 1 from the last year reached 5.3M plays.

Public counts read November 2, 2026. "A normal post" = the median of up to 30 earlier posts of the same kind on that account (at least 8). Plays and likes are the platforms' own public counts; reach and Instagram saves are only in the owner's dashboard.Nick DiGiovanni · Creator media kit
Marketing Slides04
The posts that broke out

Four breakouts: a one-second chicken, a giant crab, sea urchin, three cheeses

Four of the 7 posts that reached 3× their normal, all posted on his own accounts, from both platforms.

TikTok video · 11 Sep 20267.1×
23.5M plays · normal 3.3M · 11 Sep 2026
1 Second vs 1 Hour Chicken
Opens on a drumstick dipped in oil for one second, “One second chicken.”, and ends on the burnt one-hour piece; his Osmo Magic Sauce rides along. 29 seconds.
Instagram reel · 18 May 20264.9×
32.7M plays · normal 6.7M · 18 May 2026
Giant Tasmanian Crab
The crab held up to the lens with “Let's cook a giant Tasmanian crab.”, then roasted, cracked and dipped in its own butter in 25 seconds.
TikTok video · 19 Aug 20263.6×
11.9M plays · normal 3.3M · 19 Aug 2026
Sea Urchin
“Let's catch some fresh sea urchin.”: caught while swimming, prepared with olive oil and lemon, eaten on the spot.
TikTok video · 11 Aug 20263.4×
10.5M plays · normal 3M · 11 Aug 2026
3 Levels Of Cheese
Three steps up, from a Babybel to pasta made inside a Parmigiano wheel; “Level one cheese.” opens it.
Multiple = this post's plays ÷ the median of up to 30 posts before it of the same kind (at least 8). Click a card in the HTML version to open the post.Nick DiGiovanni · Creator media kit
Marketing Slides05
How the winners are made

A person talks to the camera in 7 of his 10 top videos

His top, normal and flattest posts, taken in turn from each platform.

We watchedDid best
10 videos		Around normal
6 videos		Did worst
10 videos
Length29 s28 s32 s
Cuts per minute214231
First cut lands3.5 s2.6 s2.4 s
A face in the first second90%100%80%
Only hands in the first second10%0%10%
Words on screen in the first 2 s60%33%60%
Someone speaks in the first 5 s100%83%100%
Talks to the camera70%50%40%
Product in the first 3 s10%0%30%
Most common openingrecipe or how-to stepquestionbold claim or hot take
Most common formatcreator-style (UGC)tutorial or recipevoiceover over footage
Who the video namescreator: 4 of 10creator: 2 of 6creator: 3 of 10
Talking to the camera.A person talks to the camera in 7 of the 10 top videos, 3 of the 6 around normal and 4 of the 10 flattest.
A product in the first 3 seconds.In 1 of the 10 top (Charles Leclerc's LEC ice cream, 2.5×) and 3 of the 10 flattest: his Magic Sauce, his Osmo seasonings, fruit snacks made with David Beckham.
A spoken line early, in every group.Someone speaks in the first 5 seconds in all 10 top and all 10 flattest videos: his style, not what sets the top apart.
Measured from the video files: length, cuts (scene changes, ffmpeg), first cut. Read from each video by an AI model: who and what is on screen, words spoken and written in the opening. 6 to 10 videos a group: read it as direction, not proof.Nick DiGiovanni · Creator media kit
Marketing Slides06
What the audience says

Most comments are quick praise; single posts draw debate and pushback

381 comments on 21 posts; 176 are short reactions and praise. The rest mostly gather on single posts: 38 about steak doneness, 36 about his hot sauce, plugs and waste, 33 about the sea urchin, soap and legality.

381 comments, grouped by what they say
Short reactions and praise176
Steak doneness38
His hot sauce, plugs and waste36
The sea urchin, soap and legality33
Where the watermelon came from30
Jokes about the unseen John Cena19
Store-bought swaps, claimed15
Recipes and ingredient names15
The background music11
In their words
TikTok · on TikTok video, 11 Aug 2026 (3.4×)

what is the first cheese called?

Instagram · on Instagram reel, 17 Apr 2026 (1.5×)

Recipe please!

TikTok · on TikTok video, 11 Sep 2026 (7.1×)

bro,s always finding a way to mention osmo in every video

TikTok · on TikTok video, 27 Sep 2026 (0.90×)

Why did he swap out all of the food he made with pre made ones???

As written, names left out. Instagram: up to 15 recent comments a post; TikTok: his top posts and posts near his normal. The 8 tributes to Cooking with Lynja are left off the bars.Nick DiGiovanni · Creator media kit
Marketing Slides07
How we measured

What we read, how we judged it, and what we cannot see

The accounts. @nick.digiovanni on Instagram (4.6M followers). @nick.digiovanni on TikTok (13.9M followers). We found Instagram from the account's handle; TikTok from the account's handle.

The posts. The newest 300 posts across the accounts, read November 2, 2026; 93 are scored: 27 on Instagram, posted 25 Nov 2025 to 16 Oct 2026, and 66 on TikTok, posted 22 Nov 2025 to 1 Nov 2026. Instagram's first post in the year came on 25 Nov 2025 and TikTok's first post in the year came on 22 Nov 2025, after a break in posting, so the scored window starts there. Older posts serve only to set the normal.

Against its own normal. Each post is compared with the median of up to 30 posts before it of the same kind on the same account (a post needs at least 8 before it to be scored) (Instagram reels by plays; Instagram photos and carousels by likes, since they have no plays; TikTok by plays). It is not compared with other brands. 3× or more = outsized; half or less = fell flat. Posts younger than 7 days are never counted as flat.

Paid posts. TikTok: 9 of the 150 posts we read TikTok marks as ads; they may be paid partnerships or carry paid reach, which public counts can't tell apart (the one scored reached 1.1M plays, against a normal of 3.1M now for the rest), so they are judged only against each other and left out of every finding. Instagram: 26 posts in Nick DiGiovanni's grid belong to other accounts (@albert_cancook, @cookingwithlynja, @itsqcp…) with Nick DiGiovanni added as a collaborator. Their reach includes the partner's followers, so they sit in a group of their own, outside the normal and the findings.

The videos we watched. 26 videos, taken in turn from each platform: the best against their own normal, a few normal ones, and the flattest. Length, cuts and the first cut are measured from the files; the opening, what is said and shown, and who is on screen were read by an AI model from each video and spot-checked.

The comments. 381 public comments on 21 posts: 186 on the top posts, 124 on posts around their normal, 10 on the flat ones and 61 on a random slice of the rest.

What we cannot see. Reach, impressions, saves on Instagram, watch time, follows from a post and who follows the account live only in the account owner's dashboard. Plays are not people. Paid boosts we can see only where the platform marks them.

The evidence. The HTML version of this report lists every scored post with its number, its normal and a link.

Marketing Slides · marketingslides.com · Free marketing reports from public data.November 2, 2026
Every post we scored

All 93 posts, best to worst against their own normal

Open any post on the platform. Multiple = the post's count ÷ the median of up to 30 posts before it of the same kind (at least 8).

#DateWhereKind of postCountNormalMultipleCaption
12026-09-11TikTok videoFood Experiments & Challenges23.5M plays3.3M7.12×1 Second vs 1 Hour Chicken
22026-05-18Instagram reelRecipes & Kitchen Tips32.7M plays6.7M4.86×Giant Tasmanian Crab
32026-08-19TikTok videoStreet food and markets abroad11.9M plays3.3M3.61×Sea Urchin
42026-08-11TikTok videoFood Experiments & Challenges10.5M plays3M3.44×3 Levels Of Cheese
52026-05-15TikTok videoHis own products (Osmo)9.7M plays2.9M3.4×Hot Sauce Aged Steak #steak #osmo
62026-08-21TikTok videoFood Experiments & Challenges10.9M plays3.3M3.3×4 Levels of Watermelon
72026-06-29TikTok videoCelebrity & Creator Collabs9.1M plays2.8M3.25×Perfect Slice Challenge (ft. John Cena) #johncena #viral
82026-06-13TikTok videoWorld Cup Country Battles7.9M plays2.6M2.98×Brazil vs Morocco Food #worldcup
92026-05-06Instagram reelFood Experiments & Challenges19.2M plays6.7M2.86×Watermelon Hack
102026-06-14TikTok videoWorld Cup Country Battles7.3M plays2.6M2.75×Netherlands vs Japan Food #worldcup
112026-10-04TikTok videoFood Experiments & Challenges8.5M plays3.1M2.7×Testing Dry Aged Steaks
122026-04-09Instagram reelRecipes & Kitchen Tips14M plays5.2M2.68×Instant Ramen Hack @nickskitchen
132026-07-09TikTok videoWorld Cup Country Battles8.3M plays3.2M2.55×Messi vs Ronaldo’s Favorite Foods
142025-12-16Instagram reelCelebrity & Creator Collabs11.5M plays4.7M2.46×Rating LEC Ice Cream (ft. Charles LeClerc)
152026-01-09Instagram reelCelebrity & Creator Collabs10.8M plays4.7M2.31×Carry Minati’s Favorite Food
162026-05-08TikTok videoHis own products (Osmo)6.4M plays2.9M2.25×Osmo Magic Sauce 🔥 My amazing brand new sauce is now available at Walmart and online at the @Osmo Kitchen website. Go buy some before we se
172026-07-07TikTok videoFood Experiments & Challenges6.8M plays3.1M2.19×Mystery Cooking Challenge #viral
182026-06-21TikTok videoWorld Cup Country Battles5.6M plays2.6M2.11×Spain vs Saudi Arabia Food #spain #saudiarabia
192026-06-17TikTok videoWorld Cup Country Battles5.4M plays2.6M2.04×Banana Braised Octopus #congo #portugal
202026-09-11Instagram reelFood Experiments & Challenges13.2M plays6.7M1.98×1 Second vs 1 Hour Chicken
212026-03-26Instagram reelFood Experiments & Challenges9.8M plays5.2M1.9×Fraken-Steak
222026-07-05TikTok videoWorld Cup Country Battles5.2M plays3M1.76×Brazil vs Norway Food #brazil #norway
232026-07-18TikTok videoWorld Cup Country Battles5.7M plays3.2M1.75×France vs England Food
242026-03-25Instagram reelRecipes & Kitchen Tips8M plays4.7M1.71×Cashew Fruit
252026-07-31TikTok videoRecipes & Kitchen Tips5.6M plays3.3M1.7×Brazilian Cheese Wheel
262026-04-13Instagram reelRecipes & Kitchen Tips8.8M plays5.2M1.69×Swimming Noodles
272025-11-22TikTok videoStreet food and markets abroad5.8M plays3.5M1.68×Japanese Shrimp Cracker #streetfood #japan
282025-11-29Instagram reelRecipes & Kitchen Tips6.7M plays4.1M1.63×I Made Food In Zootopia 2!
292026-06-23TikTok videoWorld Cup Country Battles4.3M plays2.6M1.62×England vs Ghana Food #england #ghana
302026-06-29Instagram reelCelebrity & Creator Collabs10.7M plays6.7M1.59×Perfect Slice Challenge (ft. John Cena)
312026-07-03TikTok videoWorld Cup Country Battles4.6M plays2.9M1.59×Colombia vs Ghana Food #colombia #ghana
322026-06-27TikTok videoWorld Cup Country Battles4.3M plays2.8M1.54×Argentina vs Jordan Food #argentina #worldcup
332025-12-26Instagram reelRecipes & Kitchen Tips7.9M plays5.2M1.53×Homemade Sea Salt
342026-04-17Instagram reelRecipes & Kitchen Tips8.8M plays6M1.47×Easiest Tomato Soup @nickskitchen
352026-09-01TikTok videoFood Experiments & Challenges4.8M plays3.3M1.45×1 Second vs 1 Hour Egg
362026-09-30TikTok videoRecipes & Kitchen Tips4.3M plays3M1.43×Too Much Butter Chicken
372026-08-09TikTok videoStreet food and markets abroad4.2M plays3M1.38×Australian Seafood
382026-08-23TikTok videoFood Experiments & Challenges4.7M plays3.5M1.34×1 Second vs 1 Hour Pizza
392026-06-26TikTok videoWorld Cup Country Battles3.6M plays2.8M1.29×France vs Norway Food #france #norway
402026-02-24Instagram reelStreet food and markets abroad5.2M plays4.1M1.27×Ice Fishing
412026-08-11Instagram reelFood Experiments & Challenges8.5M plays6.7M1.26×3 Levels Of Cheese
422026-09-20TikTok videoFood Experiments & Challenges3.9M plays3.1M1.24×$1 vs $100,000 Knife
432026-06-03Instagram reelRecipes & Kitchen Tips7.8M plays6.7M1.16×Everything Sauce
442026-06-24TikTok videoWorld Cup Country Battles3.2M plays2.8M1.14×Brazil vs Scotland Food #brazil #scotland
452026-08-14TikTok videoRecipes & Kitchen Tips3.6M plays3.3M1.09×Crab Mac & Cheese
462026-11-01TikTok videoRecipes & Kitchen Tips3.4M plays3.1M1.08×MasterChef Potatoes
472025-12-29TikTok videoStreet food and markets abroad3.3M plays3.1M1.05×I Ate EVERY Chinese Street Food #shanghai #streetfood
482026-09-04TikTok videoFood Experiments & Challenges3.4M plays3.3M1.03×Pringles Stack
492026-06-04TikTok videoWorld Cup Country Battles2.9M plays2.9M1.02×World Cup Cake #soccer #football
502026-07-28TikTok videoCelebrity & Creator Collabs3.4M plays3.4M1.0×Perfect Slice Challenge (ft. Mark Rober)
512026-05-22Instagram reelRecipes & Kitchen Tips6.6M plays6.7M0.98×Crispy Chicken Chips
522026-07-02TikTok videoWorld Cup Country Battles2.9M plays3M0.98×Spain vs Austria Food #spain #austria
532026-07-04TikTok videoWorld Cup Country Battles2.8M plays3M0.95×France vs Paraguay Food #france #paraguay
542026-09-08TikTok videoRecipes & Kitchen Tips3.1M plays3.3M0.94×Spaghetti Dog
552026-07-01TikTok videoWorld Cup Country Battles2.7M plays3M0.92×Belgium vs Senegal Food #belgium #senegal
562026-08-28TikTok videoFood Experiments & Challenges3.2M plays3.5M0.91×Pyramid Watermelon
572026-09-27TikTok videoRecipes & Kitchen Tips2.7M plays3M0.9×Best School Lunch
582026-07-14TikTok videoWorld Cup Country Battles2.9M plays3.2M0.89×France vs Spain Food
592025-11-25Instagram reelStreet food and markets abroad4M plays4.7M0.86×Indian Pizza
602026-06-22TikTok videoWorld Cup Country Battles2.2M plays2.6M0.83×Argentina vs Austria Food #argentina #austria
612026-10-16Instagram reelStreet food and markets abroad5.9M plays7.3M0.81×Rating EVERY Indian Snack
622026-08-19Instagram reelStreet food and markets abroad5.4M plays6.7M0.8×Sea Urchin
632026-09-16TikTok videoFood Experiments & Challenges2.6M plays3.3M0.79×Steak Progression
642025-11-29TikTok videoRecipes & Kitchen Tips2.7M plays3.5M0.78×I Made Food In Zootopia 2 #disney #zootopia
652026-07-09Instagram reelWorld Cup Country Battles5.7M plays7.3M0.78×Messi vs Ronaldo’s Favorite Foods
662026-09-13TikTok videoFood Experiments & Challenges2.5M plays3.3M0.76×3D Printed Kitchen Gadgets
672026-10-14TikTok videoFood Experiments & Challenges2.5M plays3.3M0.76×$10 Crepe Machine
682026-05-29Instagram reelRecipes & Kitchen Tips4.9M plays6.7M0.74×3-Michelin Star Potatoes
692026-02-05Instagram reelFood Experiments & Challenges3.3M plays4.7M0.71×I Broke Every Food World Record
702026-08-04TikTok videoCelebrity & Creator Collabs2.1M plays3.3M0.64×Blindfold Taste Test (ft. John Cena)
712026-06-11TikTok videoWorld Cup Country Battles1.7M plays2.8M0.61×Birria Bunny Chow #mexico #southafrica
722026-07-15TikTok videoWorld Cup Country Battles1.9M plays3.2M0.58×Argentina vs England Food
732026-07-19TikTok videoWorld Cup Country Battles1.9M plays3.4M0.56×Spain vs Argentina Food
742026-07-11TikTok videoWorld Cup Country Battles1.9M plays3.5M0.55×Norway vs England Snacks
752025-12-11TikTok videoRecipes & Kitchen Tips1.8M plays3.5M0.52×Vanilla Extract (Year 6) #vanilla #holidays
762026-01-14Instagram reelCelebrity & Creator Collabs2.3M plays4.7M0.5×Homemade Fruit Snacks @davidbeckham
772025-12-30Instagram reelStreet food and markets abroad2.5M plays5.2M0.49×Vending Machine Corn Soup
782026-08-30TikTok videoFood Experiments & Challenges1.7M plays3.5M0.49×Pet Cactus
792026-01-14TikTok videoCelebrity & Creator Collabs1.5M plays3.1M0.48×Homemade Fruit Snacks @David Beckham @BEEUP
802026-07-23TikTok videoCelebrity & Creator Collabs1.6M plays3.4M0.47×Fish & Chips (ft. Will Ferrell)
812026-06-16TikTok videoWorld Cup Country Battles1.3M plays2.8M0.46×Messi's Favorite Food #messi #argentina
822026-01-16Instagram reelStreet food and markets abroad2.1M plays4.7M0.45×Japan Fish Market
832025-12-20TikTok videoRecipes & Kitchen Tips1.4M plays3.1M0.44×I Cooked Rudolph #santa #rudolph
842026-01-16TikTok videoStreet food and markets abroad1.3M plays3M0.43×Japan Fish Market #japan #seafood
852026-02-24TikTok videoStreet food and markets abroad1.3M plays3M0.43×Ice Fishing #snow #crab
862026-07-17TikTok videoWorld Cup Country Battles1.3M plays3.2M0.4×I Ate EVERY Football Player Food
872026-09-06TikTok videoFood Experiments & Challenges1.2M plays3.3M0.36×Rating Food From Outer Space
882026-06-04Instagram reelWorld Cup Country Battles2.3M plays7.3M0.32×World Cup Cake
892026-07-25TikTok videoFood Experiments & Challenges871K plays3.4M0.26×Lemonade Stand
902026-08-07TikTok videoHis own products (Osmo)852K plays3.3M0.26×My Favorite Seasonings
912026-08-02TikTok videoHis own products (Osmo)796K plays3.3M0.24×What Is Magic Sauce?
922026-10-07TikTok videoRecipes & Kitchen Tips807K plays3.3M0.24×Fried Ice Cream
932026-09-23TikTok videoStreet food and markets abroad731K plays3.1M0.23×Giant Snacks
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