Whether you like it or not, taking pictures of their plates has become the norm for young consumers, and now the power of food on social media is beginning to influence restaurants, marketing, and platforms who want to capitalize on the popularity of #foodporn.
63% of 13-32-year-olds have posted a photo of food or drinks they or someone else was having on social media, and 57% have posted on social media about what they’re eating. That’s compared to 52% who have posted a photo of new clothes or accessories they've recently purchased. 47% of young consumers we surveyed say they consider themselves foodies. It’s no wonder the #foodporn trend has exploded. There are currently well over 54 million public pictures on Instagram alone tagged as food porn.
Food on social media has become a powerful force. From avocado toast to cronuts, it has helped inspire full-on food trends and helped make food the new status symbol. But brands might be missing the opportunity to target their plate obsessions. Only 11% of 18-29-year-olds feel like food advertising is aimed at them, according to a recent survey in the UK. If brands want to change that number, they’ll likely have to take a different approach. As Edelman recently advised to brands hoping to connect with these consumers, they eat with their eyes first, and “snackable food images are just as important as the content they accompany.” The influence of social food is spreading to marketing and menus, as brands begin to capitalize on their behavior. Here are three examples we’ve seen:
Forget that catchy "baby back" song, Chili’s new marketing is all about looking good on their customers' social feeds. The brand has taken note of young, “forward thinking” consumers’ plate-photographing tendencies, and have actually…