By: Ellie Sabo
Admit it – you have been guilty of late-night scrolling online, looking at food videos. This could include people making recipes at home, someone trying a new restaurant, or people sitting in their cars filming an ASMR mukbang for TikTok. With social media taking over all aspects of entertainment, food videos are something everyone will enjoy.
Key Insights
Discovering Restaurants:
In the past, platforms like Yelp, OpenTable and Google search engines were ways people discovered restaurants. Highlighted features within those applications include reading customer reviews, seeing the restaurant menu, viewing photos, and booking a reservation. With the usage of social media, new ways to discover restaurants were unleashed.
During the COVID-19 pandemic, TikTok became the new trending app. While the world started to open up, people were eager to eat at restaurants again. With the short-form video styles, people enjoyed watching food or restaurant review videos. This visual form of content is very intriguing and a perfect way to attract customers to restaurants. Viewers get to see what the restaurant looks like, view clips of the food, and listen to a voice-over from the creator of the video – all from the comfort of their own homes. Why would we leave the couch if the food is not good?
Video Engagement:
This form of video content not only gets many views if the food is amazing, but can also attract a lot of engagement in the comments. As content creators review food, their viewers can ask questions about the restaurant before having to leave their house. If someone has already tried the restaurant, they provide their feedback as well on the video.
Why it Matters
Social Media Careers:
Thanks to social media, food influencers are now a career. Some creators review food all around the world, or just in one city. For example, former ABC’s The Bachelor star Matt James has over 1.5 million followers across Instagram and TikTok, and travels the world trying a variety of food cuisines. James has reviewed restaurants in cities all across the U.S. but also many delicious spots in Europe and Asia.
Other forms of food influencers are based in one city. For example, AnaEatsPgh is a Pittsburgh-based digital creator. Ana’s content focuses on highlighting small businesses around the city of Pittsburgh, in hopes that her followers will support them. Ana has over 200K followers between Instagram and TikTok, and averages 150K views per video. She is also very active in the comment section of her videos, answering any questions viewers have.
For food influencers like this that give in-depth restaurant reviews, they often get paid based on how many views their videos receive. On TikTok, for every thousand views, creators are paid between $0.02-$0.04. One million views can generate $20-$40. Companies sometimes also give the influencer free food in exchange for talking highly about the restaurant.
Viral Foods Trends:
In recent years, Mukbang videos have gone viral. The word Mukbang comes from the Korean word “meokbang,” which is a live broadcast of eating food. This became popular online because creators set up a microphone to record ASMR sounds while eating. Fast-food restaurants like Wingstop went viral on TikTok with people eating in silence but the microphone picking up the wings’ crunchy sounds.
There are many aspects when it comes to food influencers. Some creators put in more effort and travel to locations to review, and some sit in their cars reviewing food. Some people look at social media and try a new local brunch spot, some people want to try the In-N-Out Flying Dutchman burger because of a trend they saw online, and some want to plan where to eat on vacation in a new city. These forms of videos are not going away, as food is essential to living.
How to Win
Social media can be a powerful tool, so here are some insider tips on how companies and restaurants can grow with an online presence:
Build a community, not just an audience
● Have genuine interactions with customers, turning your restaurant into their go-to spot.
● Ask your followers about their favorite spots and why.
● Create a sense of belonging by responding to online comments and direct messages.
Focus on niche content
● Instead of trying to cover everything, specialize in a specific cuisine, dietary restriction (e.g., vegan, gluten-free), or dining experience (e.g., brunch, fine dining). This allows you to become an authority in your chosen niche and attract a loyal following.
Tell stories, not just reviews
● Go beyond simply describing the food. Share the story behind the restaurant, the chef or the dish.
● Humanize the dining experience by showcasing the people and passion that go into creating it.
Collaborate
● Partner with local nearby establishments to reach a wider audience. It could be other restaurants, sports teams, organizations, etc.
● Collaborate with influencers and take on new kinds of social media content.
Whether it is a restaurant review or a mukbang video, we hope these tips and insights will help you in your online food journey!