#FoodPorn: The Growing Influence Of Social Food

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: 

1. Chili’s Menu Makeover

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

 
 

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The Newsfeed

Quote of the Day: “I think we’re already seeing alcohol lose its health halo. Next, the assumption that alcohol is essential to a good, sophisticated life will fade.”—Joy Manning, Deputy Editor, Edible Communities (Medium)

“The doofus dad” TV stereotype is being remade for role-resisting Millennial parents. Inept at care-taking and almost everything else, the tired stereotype is saying its last “D’Oh!” as The Simpson’s Homer Simpson and Peppa Pig’s Daddy Pig get replaced with a new wave of capable fathers like Bluey’s Bandit. The switch could have a real impact on the way kids understand family life, with one research fellow explaining, “The media reflects reality and also constructs reality.” (SMH)

Apple's new subscription gaming service Arcade will cannibalize its own App Store downloads—and that’s a good thing. Downloads in the App Store are on the decline, despite mobile gaming maintaining popularity and raking in revenue. If Apple can turn Arcade into young gamers’ go-to for mobile play, they’ll be poised for success that could outstrip even Apple TV and Apple Music. (The Motley Fool)

Gen Z music artists are “post-genre.” Mixing several influences into one song has become a way for rising artists to set themselves apart, and thanks to self-upload services like SoundCloud, they don’t need music industry exec’s approval. Meanwhile, the Genreless Generation can curate blended playlists via Spotify to fit moods and occasions rather than “rock” or “pop” and are streaming has also globalized their content consumption, so U.S. genres are no longer a limit. (Vice)

Carl’s Jr. has a CBD-infused burger that costs exactly $4.20. The chain restaurant is giving fast food a Cannabis Infusion, but only at one Denver, Colorado location, and only for one day. The Rocky Mountain High Cheese Burger Delight packs 5 mg of the chemical that won’t get you high. CBD is the trendy ingredient du jour, with 57% of 18-36-year-olds telling us they’re interested in trying it, and the chemical has made its way into everything from lotion to La Croix-like beverages. (LAT)

Axe is challenging masculinity with “bathsculinity.” The brand has been blurring gender lines for the Genreless Generation for years now, and their latest series of YouTube spots is showing that men can take baths, too. They’ve enlisted comedian Lil Rel Howery, who takes bubble baths surrounded by candles in the humorous videos. And they couldn’t be more on-trend: bath time is seeing a surge as a salve for Millennial anxiety. (Marketing Dive)

Quote of the Day: “I think for a cohesive strategy and for really helping to build awareness as well as grow the market size for new things, there's definitely digital and social media. But also, there has to be this in-real-life element.”—Alicia Yoon, Founder, Peach & Lily (YPulse)

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