The Great British Bake Off sees success on TikTok as contestants create inspiring and accessible content for Gen Z audiences

Posted by Lucinda Diamond in Trends

2 months ago

The Great British Bake Off season 12 saw Italian baker Giuseppe Dell’Anno take the crown, in what was one of the closest finals the show has ever seen. As the show's winner, Giuseppe is now in a good position to have an illustrious and successful career online as a food influencer, and in doing so, he would join other victorious winners such as Nadiya HussainCandice Brown and Edd Kimber.

He is also the winner of one of the show’s most watched series, Channel 4 revealed the final episode pulled in an average audience of 6.9 million. It's slightly less than 2020's record, which attracted 9.2 million viewers, mostly due to the country being in lockdown, but the show is still evidently going strong. Last week was one of the most viewed since the broadcaster acquired the show from the BBC 2016. So what it’s in store for the Milan-based engineer now?

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