The rise of shareable recipes and food videos has every social platform and publication looking at how to capitalize on the trend. Buzzfeed’s Tasty videos garner over one billion views a month, YouTube’s founder is launching a foodie cooking channel called Nom – and now Twitter will have its very own Food Council. The Twitter Food Council will be comprised of 17 famous chefs who will use Twitter as well as video sharing platforms Periscope and Vine to share original food content.

According to Twitter, “Anyone who wants to join the conversation and interact with Council members can simply Tweet with the official hashtag, #FoodFlock.” Participating council members include celebrity chef and council head Alex Guarnaschelli, CEO of Food52 Amanda Hesser and celebrity chef Michael Mina.

Our take: It’s not surprising that Twitter is looking for ways to get in on the food content game. With the rise of apps like SnapChat and Pokemon Go, Twitter’s stock prices have fallen almost 50% in the last year with a static monthly user base of around 310 million. They have attempted to hone their strategy, recategorizing themselves as a “News” app instead of “Social Media” on app stores and focusing on live event coverage and key partnerships. The Tasty videos have become some of the most shared content on Facebook, so it makes sense for Twitter to look at food to help reinvigorate its brand.

Read more on Twitter’s blog.