and Facebook, in other words, are not just where brands’ customers are – they are also potentially where their next product ideas can be found.
“For brands, it’s about looking at what is making viral moments, [then thinking], OK, influencers are dictating that this trend is really going somewhere, we need to incorporate that in our next line of products.” Twisted began in 2016 when Tom Jackson and a friend began filming food videos from their flat in Brixton and posting them on Facebook, inspired by a philosophy they sum up as “unserious food tastes seriously good”. “And yeah, within nine weeks, we had a million followers on Facebook,” says Jackson.
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