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The Popularity of Food Video

Whether consumers are looking for a wings recipe or watching their favorite foodie celebrity, food is thriving on the web. People are tuning in to watch videos that inspire, educate, or entertain. They're loyal, passionate, and highly engaged. Why are these videos resonating so much with consumers? Robyn Carter of Jump Rope Innovation (JRI) and Brooke Stewart of Power Moms Media shared their thoughts in a joint email to The Food Institute.

"Many of these recipes tend to be simple recipes made with pantry ingredients–quick and easy to make, even for teens," said Carter and Stewart. "They don’t require any advanced knowledge or special techniques or equipment."

In the What's Hot, What's Not Annual Influencer Survey conducted by JRI in conjunction with Power Moms Media, it was found that influencers and their followers are looking for quick, easy, healthy meals that are also homemade and unique.

So, what is it about food video that has such an alluring appeal?

• Visual Appeal: Food videos are visually appealing and often showcase delicious-looking meals and desserts. Millennials are known for valuing experiences, and watching food videos can be an immersive experience that provides a visual representation of different foods and cuisines.
• Convenience: Food videos offer a convenient way to learn new recipes and cooking techniques without having to read through lengthy recipes or attend a cooking class. Millennials are known for their busy schedules and food videos provide a quick and easy way to learn new recipes.
• Social Media: Food videos are easily shareable on social media platforms such as Instagram, Facebook, and TikTok. Millennials are highly active on these platforms, and sharing food videos is a way to connect with friends and family who share similar interests.
• Health and Wellness: Millennials are also more health-conscious than previous generations and are interested in learning about healthy meal options. Food videos that showcase healthy recipes and alternative ingredients appeal to this demographic.
• Entertainment: Watching food videos can be an entertaining pastime for many millennials. Food videos can be entertaining, educational, and provide inspiration for future meals and recipes.
• Food Culture: Millennials have grown up in a culture where food is not just fuel, but a form of self-expression and a way to connect with others. Food videos tap into this cultural trend by showcasing creative and unique recipes, as well as highlighting different food cultures from around the world.

Overall, food videos have become popular among millennials because they offer a convenient, entertaining, and visually appealing way to discover new recipes and explore different foods. While Internet food fans have different motivations for watching food content, the heightened engagement of these audiences makes them especially valuable for brands. These are people dedicated to all things delicious. They are happy to devote more of their paychecks toward food, they eat out more often and they shop for food items more frequently than Internet food fans.