The Rise of Food Culture in 2024

As 2024 unfolds, food culture continues to dominate social media, shaping trends and consumer behaviour in significant ways.

Short-Form Video Content

Platforms like TikTok and Instagram Reels have made short-form food videos a staple. Quick recipes and food hacks captivate users, making these formats essential for food brands.

Social Commerce

Shopping directly through social media is now mainstream. Food brands use shoppable posts and in-app orders on platforms like Instagram and TikTok, making it easy for users to buy ingredients or meal kits without leaving the app.

Virtual Food Experiences

The metaverse is evolving, offering immersive virtual food experiences. From cooking classes with celebrity chefs to digital food festivals, brands are finding innovative ways to engage users.

Social Media as a News Source

Social media is now a key source for food news, from restaurant openings to viral food trends. Expect food news to be even more integrated into social feeds in 2024.

Influencer Marketing

The shift towards micro-influencers is gaining momentum. These influencers, with smaller but more engaged followings, are partnering with brands for authentic content that builds trust and loyalty.

An article in the Daily Mirror takes a look at the ‘Game-changing’ McDonald’s hack creates luxury Italian dessert using just two items.’

@live_thedash
Epic McDonalds Hacks!! UK edition #McDonalds #mcdonaldsuk #mcdonaldsmenu #starbucksrecipe #ladbiblefeatureme @mcdonaldsuk
♬ original sound – Live_TheDash

In this viral video, it shows the couple combining espresso and McFlurry to create a what they believe is the perfect dessert. It is content like this which spark curiosity amongst social media users, from sprinkling cinnamon onto watermelon to the popular cucumber salad, these trends are showing no signs of slowing down!

Food culture on social media reflects broader shifts in how we consume and engage with content. For food brands and creators, staying ahead of these trends is crucial to making an impact in 2024.

Want to find out more trends? Check out Escapade’s blog on Influencers and Food and Drink Brands: A New Era of Marketing.

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