Do you get caught up in entertaining food videos across different social media platforms, and then give in to watching them one by one, be it cooking, eating or related challenges?

Rest assured, you are not alone, you are one of the millions who feed this segment of views that grow by 280 percent annually, and the audience is loyal to this type of video and is very emotional and interacts with it, commenting, watching repeatedly or sharing with friends.

Food content and recipes increased by 59% between 2013-2014, and then doubled at amazing rates annually, and social engagement (such as likes, comments and shares) on food channels increased by 118%.

According to Think with google, millennial moms are confident, food-loving chefs who are looking for creative inspiration to make new changes to family recipes;

68% of them buy food products featured in the videos they watch, 69.5% of these moms watch food videos every week, and 68% also watch videos while cooking.

Millennial dads, on the other hand, cook as often as moms, are the most engaged with food content on YouTube, and watch videos for inspiration and meal prep.

They are proud of their role as family chefs, and are inspired by new food techniques, products and ideas through a style-based approach to eating.

Millennials also tend to think of the 'how-to' rather than the 'recipe', and 42% of them go to the store to buy products they learn about in food videos.

Millennials are confident in themselves in the kitchen (68% describe themselves as “confident cooks” twice as much as their female Millennial counterparts) and this group focuses on honing their culinary expertise.

69% of millennial men view food content associated with a brand and the name of a well-known chef such as Jamie Oliver.

Viewers' psychology

With the emergence of very simple “Tasty” clips that display delicious recipes with limited ingredients and quick to complete in a 15-second video - which fits the length of the video in Instagram earlier - and is also compatible with the Facebook autoplay feature for video without clicking on the video Time has stopped for many who have become addictive to food clips, with the aim of having fun, calming nerves and avoiding any verbal conflicts and battles in reality or through communication sites. Food has become the safest and most neutral element for everyone.

But there is more to it than you think.

Food will always be a marketable product, where everyone will still need food, it will also continue to be something people can connect to and bond with, leading many people to like, share and tag their friends in these videos.

visual hunger

There is an idea that we "eat with our eyes", because the brain and the visual system are closely linked, looking at beautiful pictures of food increases the human desire to satisfy hunger, as many people naturally associate food with pleasure, so it brings them a feeling of happiness when enjoying eating Food themselves or even follow others when they eat delicious meals in large quantities indirectly by watching "Mukbangers", a category of content creators who produce videos based on eating huge quantities of food in front of the audience, and that reduces the level of tension of the viewer while improving Mood and blood flow, even if accompanied by clear ASMR eating.

Science warns

Lizzie Pope, associate professor of nutrition and food sciences at the University of Vermont, conducted a study to see if she could find a relationship between people's health and the types of media they viewed.

While the study took into account a number of media sources including YouTube, Bob found that only cooking shows could be linked to a higher BMI, and this just might prove that overweight people are more likely to watch cooking shows.