4 Reasons Food Videos Are So Popular On Social Media
Opening any social media app guarantees the user will be inundated with food videos.
There are food videos with recipe tutorials, food videos showing off how scrumptious an entrée is, food videos showcasing the wide range of offerings of a brand. No matter the tasty content of the video, they remain the most watched content type across all platforms, including Facebook, Instagram, Pinterest, and YouTube. This popularity has not gone unnoticed by marketers and CPG food manufactures, who have recognized the potential of using food videos in their social media marketing strategy.
Brief History
The history of these videos correlates with the founding of YouTube, after the platform was launched in 2005. At the time, YouTube was primarily used to share short videos created by amateurs. The first known upload of a food video occurred in 2006; it consisted of a simple video tutorial on how to make sushi.
As YouTube’s popularity grew, so did food videos with a plethora of food-related content creators constantly uploading their videos. By 2010, food-related content was one of the most popular categories on YouTube, with thousands of videos uploaded every day.
Here are all the reasons why Firebelly believes food videos are so popular on social media:
1. Visual Appeal
Let’s face it: food videos are aesthetically pleasing. The vibrant colors pop, featuring tantalizing textures. And don’t forget about the mouth-watering shots of food cooked and served. The visual appeal of food videos can capture the attention of viewers and keep them engaged, making them more likely to share the content with their friends and followers.
According to Facebook, 85% of users watch videos on mute, which means that visuals reign supreme as the primary attention attractant. The study also found that 47% of viewers will stop watching a video if it takes too long to load. In other words, short and visually engaging is key when it comes to this video category.
2. The Influence of Food Culture
Food culture is an integral part of our society, encompassing the way we eat, the ingredients we use, the traditions we follow, and most importantly, the stories we tell. Food videos allow viewers to learn about new cuisines and cooking techniques, evoking feelings of nostalgia and comfort associated with familiar offerings.
Additionally, food culture also plays a significant role in social media marketing. Brands can tap into this by creating content that celebrates different cuisines and culinary traditions. It’s about more than just food; these types of videos create a connection between the audience and the brand, exuding the vibe that they’re more than just a business, but a proud part of community and culture.
3. The Social Aspect of Food
As per HubSpot, social media posts with images receive 94% more views than those without images. Food videos can provide a visual focal point for social media posts, increasing their engagement and shareability. Food is a social activity, and food videos can tap into this social aspect to create engagement and community.
Food videos can inspire viewers to cook and share their own recipes, creating a sense of community around the brand. They can also encourage viewers to comment and share their thoughts and opinions, creating a dialogue and fostering engagement.
4- The Power of Storytelling
By telling a story about the ingredients, the chef, or the cultural significance of a dish, food videos can create a narrative that resonates with viewers. There are numerous ways to incorporate storytelling into food videos. From featuring the individuals involved in the production of the video to UGC, there’s a multitude of ways this content type can create emotional, heartwarming, and a strong bond between the audience and the brand.
The most important part of any brand’s story is the company's landing page. In fact, food brands that feature such videos on their landing page have the potential to increase conversions by an astonishing 80% or more.