Social media has dramatically changed the way food trends spread and influence consumer behavior. Thanks to platforms like Instagram, TikTok, and YouTube, new food trends can go viral in a matter of days, and food has become as much about visual appeal and experiences as it is about taste and nutrition. Here’s a breakdown of how social media drives food trends:
1. Visual Appeal and Aesthetics
Social media platforms, especially Instagram and TikTok, thrive on visually captivating content. People are drawn to vibrant, aesthetically pleasing dishes that stand out on their feeds. As a result, food creators, influencers, and restaurants focus heavily on making food not just taste good but look incredible too. The more visually striking the dish, the more likely it is to be shared, reposted, and go viral.
- Aesthetic Food Trends: Think of trends like rainbow bagels, charcoal ice cream, or over-the-top milkshakes that went viral because they were incredibly photogenic and unique.
- Instagrammable Dishes: The hashtag culture (e.g., #foodporn or #Instafood) has encouraged people to post food photos that are Instagram-worthy, further fueling the trend of designing meals to be “shareable.”
2. Influencers and Celebrity Chefs
Social media influencers and celebrity chefs have significant power in shaping food trends. Influencers with large followings can introduce new dishes, cooking methods, or restaurant trends to millions of people instantly.
- Influencer Impact: Well-known influencers like Emma Chamberlain, Gordon Ramsay, and others often create viral content by sharing recipes, reviewing food products, or showcasing meals they’re eating, leading to a surge in popularity of those dishes or products.
- Celebrity Chefs and TV Shows: Celebrity chefs and cooking shows on YouTube or Instagram can also popularize trends. Shows like Netflix’s “Chef’s Table” or MasterChef feature unique cooking styles and new food concepts that spark widespread interest.
3. Viral Challenges
Social media platforms, particularly TikTok, are known for their viral challenges, and food-related challenges are a huge part of this. These challenges often take off because they’re fun, easy to replicate, and encourage widespread participation.
- Food Challenges: For example, the Dalgona Coffee trend, which went viral on TikTok during the pandemic, involved people making whipped coffee at home with simple ingredients. The challenge became so popular that people all over the world started recreating it and sharing their versions.
- Viral Recipes: Other viral challenges include the Feta Pasta, Cloud Bread, or TikTok Pancake Cereal, all of which spread quickly because they were easy to make, visually appealing, and fun to share with a personal twist.
4. Reviews and Taste Tests
Platforms like YouTube and TikTok are flooded with food critics and taste testers who try out new products, restaurants, and recipes, providing their followers with honest opinions. These reviews can be the driving force behind the popularity of certain foods, snacks, or cooking gadgets.
- Unboxing and Taste Tests: YouTubers like David Dobrik, Zach King, and others often post food-related content that includes taste tests or reviews of new products (e.g., vegan snacks, international candy, fast food items). Their reviews can spark curiosity and make certain foods or products trend.
- Influencer Reviews: Influencers may also create content around their food experiences at popular or newly opened restaurants, creating buzz and drawing customers who want to try the same dishes they’ve seen online.
5. DIY and Recipe Sharing
Social media allows people to share their personal food creations, which can lead to the democratization of food trends. It’s no longer just chefs or restaurants introducing new dishes—home cooks can also make their mark.
- Recipe Sharing: Platforms like Pinterest and Instagram are full of DIY recipes, from quick weeknight dinners to elaborate baking projects. This sharing of recipes has empowered people to experiment with their food and even develop new trends that others can follow.
- TikTok Recipes: On TikTok, food creators often share 30-second recipe videos that are easy to follow and recreate at home. Trends like “5-minute meals” or “one-pot dinners” have gained popularity due to their ease and convenience.
6. Global Food Influences
Social media has made it easier to share food from around the world, introducing people to global cuisines they might never have considered otherwise. The accessibility of food content on social media platforms has broadened people’s palates and made them more adventurous in trying foods from other cultures.
- Fusion Foods: Fusion cuisines, such as sushi burritos or ramen burgers, have gained popularity due to social media’s ability to spread unique food ideas quickly. These foods might not have been widely available before social media but have since gone mainstream.
- International Trends: Dishes like Korean BBQ, Japanese ramen, and Indian curries have become mainstream in Western countries, partly because of how easily social media showcases and celebrates these dishes.
7. Plant-Based and Healthy Eating Trends
Social media has also played a major role in the rise of plant-based eating, veganism, and other health-conscious trends. Many food creators are using their platforms to promote plant-based diets, low-carb options, and gluten-free recipes, which are often beautifully presented and easy to follow.
- Plant-Based Trends: Platforms like Instagram have seen the rise of vibrant, plant-based dishes that not only taste good but are also full of color and nutrients. Recipes for vegan burgers, avocado toast, and plant-based bowls have all gone viral.
- Healthy Recipes: With the increase in health-conscious influencers, we see food trends that prioritize whole foods, low-sugar alternatives, and plant-based proteins, often accompanied by wellness tips for mental and physical health.
8. Memes and Food Humor
Food memes and humor also play a role in the spread of food trends. Funny posts, food memes, or viral videos involving food can create a shared experience for users, sparking curiosity or leading to the spread of a particular food or recipe.
- Food Memes: Humorous takes on food, like funny TikTok videos involving cooking fails, “savage” food critiques, or meme-worthy recipe adaptations, help create a lighthearted, communal atmosphere around food that can make trends more relatable and fun to follow.
9. Influencer-Driven Brand Partnerships
As food companies and restaurants look to capitalize on the influence of social media personalities, influencer collaborations become key in driving food trends.
- Brand Partnerships: For example, food brands like Chipotle, Taco Bell, and KFC have collaborated with influencers and social media stars to create limited-time offers or special menu items. These collaborations create buzz and excitement around the food product, helping it go viral.
- Product Placements: Influencers may showcase a product in their daily routines or food prep videos, often leading to a surge in popularity for that particular item or brand.
Conclusion
Social media has transformed the way we discover and consume food. Platforms like Instagram, TikTok, and YouTube offer a visual and interactive experience that influences food trends, from viral challenges and influencer endorsements to recipe-sharing and global food exploration. The immediacy and reach of these platforms allow new food trends to spread quickly, making it easier for consumers to explore new tastes, cooking methods, and eating habits.