Social Cooking Craze: How Instagram Became the Kitchen’s New Stage

Key Takeaways

• Social Cooking: During the COVID-19 pandemic, home cooking became a popular pastime, leading to a surge in cooking content on social media platforms, especially Instagram.
• Digital Transformation: The shift towards social cooking impacted businesses in the culinary sector, forcing restaurants and food-related businesses to adapt their strategies by embracing digital transformation, expanding their online presence, and engaging with customers through social media.
• Tips for Instagram Culinary Accounts: To create a successful Instagram culinary account, define your strategy, create appealing visuals and a cohesive brand story, craft a high-quality bio and profile, geotag your location, and use relevant hashtags.

In the whirlwind of the COVID-19 pandemic, with lockdowns confining people to their homes, cooking emerged as an unexpected hero. The kitchen transformed into a culinary stage, and Instagram became its grandstand. Social media, especially Instagram, witnessed a surge in cooking content, turning chefs and food enthusiasts into online culinary stars.

Social Cooking: A Lockdown Phenomenon

As restaurants closed their doors, home kitchens took center stage. People found solace in cooking, experimenting with new recipes, and sharing their creations online. Instagram became the go-to platform for culinary enthusiasts to connect, share, and inspire each other.

Impact on Businesses: From Restaurants to Digital Transformation

The shift towards social cooking had a profound impact on businesses in the culinary sector. Restaurants and food-related businesses faced a decline in foot traffic, forcing them to adapt their strategies. Many embraced digital transformation, expanding their online presence, offering delivery and click-and-collect services, and engaging with customers through social media.

Creating a Successful Instagram Culinary Account: 5 Key Tips

If you’re looking to establish a successful Instagram culinary account, follow these five essential tips:

1. Define Your Strategy: Determine the purpose of your account and your desired outcomes (brand awareness, sales, website traffic).
2. Create Appealing Visuals and a Cohesive Brand Story: Utilize visually appealing photos that align with your culinary brand’s identity.
3. Craft a High-Quality Bio and Profile: Create an engaging bio that highlights your culinary creations and reflects your brand’s essence.
4. Geotag Your Location: Ensure your business location is tagged to enable users to share their experiences from your establishment.
5. Use Relevant Hashtags: Choose hashtags that are specific to your content and that your target audience is likely to use.

Culinary Inspiration from Top Chefs: 8 Instagram Accounts to Follow

For a daily dose of culinary inspiration, follow these eight top chefs and pâtissiers on Instagram:

• Cédric Grolet: The master of trompe-l’œil pastries.
• Cyril Lignac: A Michelin-starred chef known for his simple yet elegant cuisine.
• Nina Metayer: A pastry chef who creates stunning works of art with sugar.
• Patrice Ibarboure: A world-renowned chocolatier known for his innovative creations.
• François Perret: A chef who specializes in modern French cuisine.
• Claire Heitzler: A pastry chef who creates delicate and sophisticated desserts.
• Aurélien Cohen: A chef who focuses on sustainable and seasonal cuisine.
• Camille LMP8: A pastry chef known for her colorful and creative desserts.

Bonus: [Downloadable checklist outlining the steps taken by a lifestyle photographer who grew her Instagram following from 0 to 600,000 without a budget or expensive equipment.]

In the era of social cooking, Instagram has become a culinary haven, connecting food enthusiasts, chefs, and businesses. Whether you’re a seasoned chef or a home cook looking for inspiration, the platform offers a wealth of opportunities to learn, share, and connect with the world of food.