Social Media is Always Hungry for Food Content


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Cooking videos and food content have exploded in popularity thanks to social media. Apps like Instagram, YouTube, and TikTok have made it easier than ever to create, share, and watch food content. Rather than taking the time to read a whole article or recipe online, people can now scroll through quick video reels on Instagram and TikTok, leading to fast and easy engagement. 

TikTok users spend 850 minutes per month on the app on average, roughly 28 minutes each day. TikTok has the highest engagement rate of any social media platform. — Influencer Marketing Hub 

Copy & Art specializes in creating engaging video content and can help your business write, create, develop, and market your food content, ensuring you create the best possible content and reach the largest possible audience.

As of January 2022, TikTok has 1 billion monthly active users—more than 1/8th of the world population. Which is why other apps like Instagram followed suit and quickly invested in video as well. To learn about why your business should use video in marketing, refer to our other post 3 Reasons Your Business Needs Video

Recipe and cooking videos have become the 8th most popular category on TikTok with 18 billion views. Recipe and cooking videos are incredibly popular on Instagram as well, with some accounts earning millions of followers. Buzzfeed’s food brand Tasty has 46.2 million Instagram followers, and most of their videos get several million views.  

The ‘why’ behind food content 

Part of the reason many turn to food content is simple entertainment value. Others enjoy the do-it-yourself (DIY) aspect of cooking videos. Most ingredients are easily accessible at a local grocery store, and relatively inexpensive compared to some other popular DIY categories like home improvement. Users see something that looks good online, inspiring them to go to the store, buy the ingredients, and try it themselves. 

Large brands like Tasty are dedicated to producing and posting food content across multiple platforms. However, many popular videos, especially on Instagram and TikTok, come from amateur chefs at home.  

Some celebrities are also starting their own social media cooking shows—even celebrities who are not professional chefs. Comedian Bert Kreischer recently started a cooking show called “Something’s Burning” where he interviews other comics while he cooks. Tom Papa and Amy Schumer both created cooking shows while quarantined in 2020. Comedy and food together create viral magic. 

How to know if food content is right for your brand 

Consider what kind of content makes sense for your brand and what platform you want to use. Do you want to post photos or recipes on Instagram and Facebook? Would a cooking video be better? Tailor the length of your video to the platform; longer, more detailed videos belong on YouTube, while short videos do well on Instagram and TikTok.  

Food brands, restaurants, and chefs are the most ideally positioned to begin creating food content for online followers. Food videos are in line with their brands and they come from a position of expertise, so they are likely to rank highly in search. We can integrate food content into larger marketing campaigns, so new restaurants, chefs, or unique food concepts can be marketed to larger audiences both locally and globally. 

At Copy & Art, we can help you develop your target audience and create engaging content. Our team of video, design, and copy experts will help create the perfect recipe for a successful marketing strategy. Contact [email protected] or call (914) 607-7888 for more information and be sure to follow us on social media. 

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