Food enthusiasts are living a golden era thanks to the internet and all the positive developments it’s bringing to our society.
At the end of the day, the visually appealing is fundamental in gastronomy. Food enters thru our eyes first and the culinary content that can be found online is experiencing incredible popularity.
Each day, more ‘cooking influencers’ or even professional chefs are using social networks to publicize their work and they’re gaining millions of followers wishing to copy the recipes they see online.
Online marketing is one of the many small revolutions of the 20th century, caused by the rapid democratization of the internet. It presents an almost infinite world of possibilities for brands and content creators to share, prescribe, review, or broadcast their services and products.
And food in social networks is benefitting from online marketing strategies that have already worked for other industries such as the fashion industry, or the gaming industry: Companies like VegasSlotsOnline are changing the rules of casino games by bringing together in their online platform more than 1,200 online casinos fully reviewed so their clients can benefit from the best bonuses available. This kind of business model works out for the users as they are guaranteed to find a casino that fits their needs, either financially (with different payment methods available) or the game availability for example.
The same happens with the consumers of food content. They’re evolving from what they were demanding from the previous trend in the digital food industry as we can call it: The one of the YouTube era, where amateur and professional cooks were creating long-format tutorials.
Now the game is changing, as social network users are demanding more immediate content and shorter in terms of video length. The TikTok era (along with Instagram Stories) is starting to overshadow the YouTube era, with short videos and fast-paced content.
Take for instance one of the rising stars on Instagram, Pierce Abernathy. With an account boasting almost 400k followers, he’s one of the leading content creators of food recipes on social networks. And his type of content clearly describes what’s described as viral content.
His all-vegetarian meals are not even a minute long, and thru short clips of every step of the recipe, he manages to clearly illustrate the whole recipe process. Plus, he uses microphones that capture every sound of the cooking and produce a pleasant feeling in the audience, something inspired by the ASMR videos that’s popular on YouTube lately.
Pierce Abernathy has reached such popularity that he’s been featured in fashion runways and is even sponsored by Gucci.
Rafael Antonín, better known as “Rafuel55” on Instagram, is another perfect example of the rise of the social network chefs. The 65-year-old man from Barcelona has more than half a million followers on his account and uploads the same kind of videos as Pierce Abernathy.
The only difference is that you’ll see him cooking many Spanish traditional dishes that include lots of meats, but seafood as well as rice dishes too.
Rafuel55 never worked as a chef, but rather took cooking lessons because he was passionate about food and it wasn’t until the breakout of Instagram that he started to live out of his cooking talent.
He’s reached the point of waking up every morning at 4:30 am to upload his daily video, this way the American continent starts engaging with his content, and by the time Europe rises, the video is already well placed in his followers’ feeds.
It seems as if the “hungry scrollers” phenomenon is just starting, and it isn’t only Abernathy and Rafuel55 who’re leading examples of this industry. Others like Georgina Hayden, Hetty Lui McKinnon, Noor Murad or Felicity Spector are experiencing huge approval among large audiences.
From Asian food to Peruvian cuisine, passing thru pastries and even healthy recipes, the amount of food content there is online is almost infinite.
Online food content creation is a business thriving thanks to the internet developments and companies are turning their attention toward cooking influencers that make us salivate and stare all day at incredible recipes.
But the best part about all this is that cooking is becoming less frightening for many people that thought that they needed professional qualifications in order to make the dishes seen on Instagram Reels. Get ready to impress your friends & family because thanks to the food influencers, you’ll become a proficient chef!