The internet has been used for literally everything. To order groceries, to buy a car, to send pictures to your grandfather, and to buy drugs. It’s taken over virtually all aspects of life. Regularly, when someone orders a meal that’s presented as a masterpiece, their first thought is not to thank the wait staff and compliment the chef, but instead to Snapchat it to all their friends.


Along with Twitter and Snapchat, Facebook has become nothing short of a powerhouse of advertising, photography, marketing, communication and most importantly, videos. One very specific type of videos has reached the wonderful milestone that very few other groups have previously held.


Food videos, everything from Tasty to BuzzFeed Food and every Delish-like page in between, have become the dominant videos on the popular social media site. The title of “Most Popular Facebook Videos” had been held by “videos of cats” prior to this. Yet, with the advent of cooking-related pages that provide videos that are quick but informative, usually a minute and a half at maximum, many are flocking to these pages for a speedy but easy recipe.



Tasty, the Buzzfeed-operated cooking channel that provides a signature over-the-top viewing of the cooking of the dish itself. Among their numerous videos consisting of everything from cinnamon rolls to green mac and cheese, the most popular is a video of four different ways to make sliders which has been viewed more than 195 million times and shared more than five million times. The second-most viewed video was that of a churro ice cream bowl recipe.


Given the fast nature of the majority of cooking videos, one can view many videos all in a matter of minutes and be able to contemplate cooking all those meals with a visual walkthrough. You can decide a multi-course meal custom tailored to a person’s very specific dietary customs and then another multi-course meal the next night could be completely different.


Buzzsumo, an analytics firm, has a bold hypothesis to explain the mass popularity and shareability of food and cooking-based videos.


“Food probably does so well because it’s a subject that has broad appeal, and it lends itself well to that short video format. Food, quite like social media itself, is a subject that brings together people from all walks of life. Some “dog people” might not like humorous videos of cats and one can only watch a cat lick itself for the twentieth time before they too start to find the whole fad rather boring. Yet, food videos have a mass appeal, far beyond animal or music videos or even Vine compilations.    


Think about the last time you were on Facebook and not a single friend posted or shared a food, or otherwise known, “foodie” video. One that shows you virtually every step and every motion in the cooking process, usually with an overhead camera similar to a live cooking demonstration. You could learn a low-carb chicken parmesan, a dairy-free mashed potatoes recipe and a vegan chocolate cake recipes, all within minutes and all at the fingertips of anyone willing to cook the courses themselves.


Unlike cat videos, a factor that should be considered when speaking about the massive success of cooking videos is that the videos are educational. If someone enjoys a recipe that they make, they then learn and hopefully remember the proper and correct steps to replicate the same recipe. Or, as I’ve done, they add their own personal touch to any number of recipes, from using less sugar in a pistachio and chocolate-flavored cake to using dairy-free cheese in a nacho recipe.  


With the huge popularity and usefulness that cooking has always had mixed with the massive success of social media, where people can share interesting cooking videos with millions of people in a single click, it’s no wonder how food, “foodie” and other cooking videos became the most watched videos on Facebook.


Are there any food channels you’d like to talk about? Go ahead and Tweet me at @CaptainKasoff and we’ll talk!