Food content on social media: between entertainment and information, does simplicity win?

Social media has profoundly changed our relationship with food. Not only do we discover new products and recipes online, but the way they're presented to us also influences our purchasing decisions. Zenzero Talent Agency's recent survey on LinkedIn asks a key question: what is the most effective format for promoting a food product on social media ?

Among the options offered—video recipes, photos/carousels, educational content, and live broadcasts—the results were quite clear. With 80% of the votes, video recipes remained the preferred format among users. Photos/carousels followed (13%) and, with a more limited presence, educational content (7%). Live broadcasts, however, received no votes.

This data deserves reflection: only 7% of users chose educational content as the most effective format. Yet, in the current digital landscape, information and awareness related to food—from the origin of ingredients to sustainability—are increasingly relevant topics. Why, then, does this content struggle to emerge in promotional contexts?

Figura 1 - Post LinkedIn Zenzero Talent Agency

The answer may lie in immediacy. Social media audiences, often seeking quick inspiration, tend to prize the visual, simple, and easily replicable. Video recipes perfectly meet these criteria: they show the product in action, contextualize it in an appealing way, and generate a sense of "wish to try" that's difficult to achieve with other formats.

However, this doesn't mean educational content is ineffective. Indeed, its value manifests itself on a deeper, long-term level. It's ideal for building brand trust, positioning the brand as expert and responsible, and attracting a more informed audience. The challenge lies in making it more engaging, perhaps integrating it into popular formats like video and carousels.

In conclusion, if today emotional and immediate content, such as video recipes, dominates, the potential of an informative approach must not be overlooked.