Why We Can’t Stop Watching Food Influencers

Sound familiar?

Food influencers have quietly taken over our feeds. From lightning-fast TikTok recipe hacks to soothing “cook with me” YouTube vlogs, these creators have found a delicious way into our daily scroll. And they make it all look so easy! Why do we love watching them so much?

To dig into that question, we asked our Ipsos iSay community* in the U.S. and Canada what kind of food content they actually enjoy. Is it the step-by-step tutorials? The clever kitchen hacks? The restaurant reviews?

You might be surprised which ones top the list.

Let’s take a look at what people really want from their favorite foodie creators, and maybe uncover a few snackable insights along the way.

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In a recent poll, 8 in 10 Ipsos iSay website visitors (80%) in the U.S. and Canada say they watch food-related content on social media at least occasionally. Even more revealing? Over one-third (35%) admit they do it all the time.

But why are food influencers so irresistible?

Maybe it's because watching someone plate up a gooey grilled cheese or a perfectly swirled cupcake taps into something deeply human. We don’t just eat with our mouths. We also eat with our eyes, our memories, and sometimes, our dreams of mastering that viral TikTok food influencer recipe with only three ingredients (and just one bowl to clean!).

There’s something comforting and oddly satisfying about this kind of content. It's part culinary show, part personal diary. The best food influencers on Instagram or YouTube don’t just share recipes but also share their personal moments. From everyday home cooks showing off their grandma’s secret pasta sauce to professional chefs delivering high-end plating tutorials, these creators turn kitchens into stages.

And for many viewers, these short-form videos and tasty stories deliver more than just food. They offer inspiration, entertainment, and a spark of creativity at the end of a long day. Think of it like this: food content is the comfort food of the social media world. It’s warm, familiar, and served up in bite-sized portions.

So it’s no surprise that food influencers are among the top food creators in the influencer marketing world today. And as online food culture evolves, so do the habits around it. If you're curious to learn about American grocery trends, you'll see how viewing habits and shopping carts are more connected than ever.

When it comes to favorite food content, nearly 2 in 5 Ipsos iSay voters (40%) chose recipe videos and tutorials as their go-to pick. That’s a significant chunk of viewers who aren’t just watching food but also imagining themselves making it.

And it makes sense. 

Recipe videos serve up a perfect mix of education and inspiration. They’re helpful, approachable, and packed with practical tips. Whether you’re a total beginner or a self-declared foodie, watching a video that walks you through each step without judgment, and can feel like having a personal chef in your pocket.

Plus, let’s not forget the satisfaction of nailing a recipe you found through a TikTok food influencer or one of your favorite YouTube food influencers. 

It's like leveling up in real life but with better snacks.

Coming in second place, nearly 1 in 4 Ipsos iSay visitors (23%) say they most enjoy watching cooking hacks and kitchen tips. And honestly, who doesn’t love discovering a smarter, faster way to do something in the kitchen?

From saving time to stretching ingredients a little further, these bite-sized insights are the secret sauce behind some of the most viral content shared by TikTok food influencers, Instagram food influencers, and YouTube food influencers alike.

These creators, ranging from professional chefs to home cooks, know their audience isn’t always looking for a gourmet three-course meal. Sometimes, all we need is a better way to slice cherry tomatoes or reheat pizza so it doesn’t taste like regret.

Sure, not every type of food content has blockbuster status, but that doesn’t mean it doesn’t have devoted fans. 

In the same Ipsos iSay poll:

• 13% of voters love restaurant reviews and recommendations
• 12% prefer nutrition tips and healthy eating advice
• 7% enjoy food challenges and competitions
• 4% follow food-related travel vlogs

These niches might not appeal to everyone, but they’re essential to the food influencer ecosystem. 

For adventurous eaters or those chasing the latest food trends, a well-shot street food review can be as exciting as a new movie trailer. For the health-conscious, bite-sized plant-based nutrition tips from a favorite influencer might help them stay on track.

Even food challenges, though sometimes absurd, offer fun, shareable content that often goes viral across platforms like YouTube and TikTok. 

And while foodie travel vlogs ranked lowest, they still serve up unique culinary experiences that transport us from our couch to the night markets of Bangkok or to a hidden gem taco truck on the streets of Austin,Texas.

Why does food content feel so… satisfying?

Part of it is simple: watching someone craft a mouthwatering dish taps into our primal love for food. 

But it’s more than that. 

Food videos, especially from top food influencers in the US, bring together something deeper: the joy of discovery and the comfort of routine.

Whether it’s a TikTok food influencer showing off the latest viral dessert or a home chef sharing their weekly meal prep, this content bridges the gap between what we want to cook and how we want to feel. For many food lovers, it’s not just about dinner but also about creativity, accomplishment, and sometimes, even connection.

You don’t need a Michelin star or a million followers on TikTok to feel like a pro in the kitchen. That’s the magic of the best food influencers. Their videos motivate us to try new things, share meals with loved ones, and even build new habits, like learning that vegan mac and cheese can still taste amazing.

This blend of practicality and aspiration is what makes food content so sticky. And if you're looking to stay even more connected with trends and survey opportunities, you can enhance your experience with the Ipsos iSay app. The app makes it easier to stay in the loop, participate on the go, and discover new content from your favorite categories.

Next time you’re watching a food video, ask yourself: is this something I want to try? Or is it just something that makes me smile?

Both answers are valid—and both speak to the impact of today’s food creators, from influencers on Instagram to up-and-coming YouTube food influencers. The content we love shapes the food we make, share, and crave regardless of whether it’s the latest tasty recipe, a clever food hack, or a cozy kitchen moment.

So let’s revisit our Questions of the Day:

• Do you enjoy watching food-related content on social media platforms?
• What type of content do you most enjoy from food influencers on social media?

Let us know, and stay tuned for more Ipsos iSay community insights in the next roundup of foodie favorites!

*These results represent Ipsos iSay web visitors in the US and Canada from April 3 – 7, 2025, and may not reflect the views of the general population.