Exploring rise of food content across social media


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There has been a recent surge in viral food videos and culinary content creation online. The days of watching our favorite Food Network chefs like Ina Garten and Alton Brown and shows like “Chopped” on TV have evolved into binging Food Insider and Delish videos on Facebook, Instagram and YouTube. 

The internet has created a new platform for foodies around the world to connect over unique dishes across a plethora of cuisines, as well as restaurateurs and home cooks to promote their art. 

BuzzFeed Tasty is one of the most popular food channels on YouTube and has some viral shows that involve making giant versions of food on the show “Making It Big,” and looking at trendy, Instagrammable trends in the culinary world. 

Japanese chef Rie McClenny is one of the channel’s most technically brilliant and fun chefs, creating sophisticated dishes from processed foods like canned tuna and Lunchables on her show “Make It Fancy.” Tasty has also collaborated with TV celebrities like Terry Crews of “Brooklyn Nine-Nine” fame and Ethiopian Swedish chef Marcus Samuelsson in Harlem, New York.

BuzzFeedVideo’s “Worth It” compares versions of the same food at different price points and stars foodies Steven Lim, Andrew Ilnyckyj and Adam Bianchi. The show by far is one of the most successful enterprises to come out of the American media outlet.

Binging with Babish is another online favorite, where host Andrew Rea attempts making famous foods from film and television such as Bruce Bogtrotter’s chocolate cake from “Matilda,” Bao from Pixar’s “Bao” and the KFC bucket meal featured in “Stranger Things.” Rea is meticulous every step of the way when he’s cooking and people love him for his analytical, made-from-scratch and sometimes even scientific style.

Another channel worth watching belongs to Joshua Weissman, a chef who explores single dishes or cooking techniques in great depth. Whether he’s making French croissants or Vietnamese Pho, Weissmann is incredibly detail-oriented and always amusing when it comes to his introductions, which involve him speaking to the viewer from the perspective of his kitchen cabinet. Weissman is your quintessential millennial cook and often uses 21st-century colloquialisms like “thicc” and “boi” when discussing food.

Bon Appétit, lovingly known as BA, is most definitely my favorite food-centric YouTube channel due to the chefs’ wholesome approaches and realistic attitudes toward creating and eating food. The chefs of the BA Test Kitchen have resonated with viewers due to their down-to-earth, humorous and sometimes meme-worthy videos, as well as their cultural diversity. 

The magazine’s deputy food editor, Chris Morocco, has recipes for chocolate chip cookies and chocolate birthday cake that are easily the best recipes I have ever executed in a kitchen. Andy Baraghani is an Iranian-American chef who explores cuisines around different corners of the globe like India and Palestine, as well as making his own family recipes accessible in his videos. 

Baraghani’s emotional essay discussing his identity, sexuality and how food is a form of self-expression is certainly worth reading. Priya Krishna, a charming second-generation Indian-American chef, is proud of her Desi upbringing and consistently alludes to her mother’s cooking as a catalyst for her culinary practice.

Carla Lalli Music hosts the show “Back-to-Back Chef” with celebrities like Antoni Porowski and The Try Guys. Gentle giant Brad Leone’s “It’s Alive” is an entertaining watch on how cured, pickled and other “alive” foods are produced. Alex Delany tries one bite of everything at different iconic New York City restaurants with his colleagues. 

Other noteworthy chefs brought to my attention by the happy accident, that is the viral BA YouTube channel, include Rick Martinez, Gaby Melian, Christina Chaey and Sohla El-Waylly.

Finally, Claire Saffitz’s “Gourmet Makes” is the most consequential show on BA’s channel and involves the chef attempting to make beloved American processed treats like M&M’S, TWIZZLERS and Hot Pockets. Saffitz is somewhat of an internet icon and generated the #IWDFCFTBATK, “I would die for Claire from the Bon Appétit Test Kitchen,” online.



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