Socially-driven & episodic

We’ve been following the growing trend of longer form food and drink entertainment across social media. It’s clear that audiences are craving more than just a perfectly plated dish or a trendy drink. What’s catching attention is the story behind the food – the humour, creativity, and cultural connections that come with it.

From the realities of cooking to the joy of discovering new flavours and traditions, food and drink content has become a rich source of inspiration and conversation. Cooking shows are no longer confined to Saturday morning TV; they’re now taking over social platforms.

This presents a huge opportunity for brands to embrace socially-driven, episodic food content. Whether it’s celebrating the craft behind a product, diving into culinary cultures, or tapping into the latest trends, there’s incredible potential to engage audiences in an authentic, shareable way.

Working with our in-house production agency, Studio 5, we connect brands with the brightest creators to develop and produce original, social entertainment that builds a loyal and engaged audience across owned channels.

Relatable content is key

Food content doesn’t need to be polished and perfect; the more relatable, the better. When paired with humour, cooking becomes less intimidating and far more enjoyable to watch.

Content like the posts by Ash Holmes and Jack Remington, who discussed the quirks of American versus UK cooking measurements, perfectly showcase this blend of food, culture, and comedy. Similarly, Sam Thompson’s work with brands like Flora and Doritos and Emily English‘s approach to make cooking less daunting, demonstrate just how impactful this style of content can be.

Why this works so well:

1. Cooking is chaotic: People love seeing the reality of the kitchen, from kitchen fails to confusion over measurements, making food content feel human and authentic.
   
   
2. Cultural commentary: Food is deeply tied to culture, and those small, quirky moments – like the difference between American and UK cooking measurements – offer an easy opportunity for humour and connection.
   
   
3. Short-form content thrives on personality: If you’re going to focus on short-form content, platforms like TikTok and Instagram Reels love content that mixes entertainment with education. A funny take on a recipe or a cultural food debate feels fresh and engaging.
   
   
4. Humour drives sharing: Funny food videos are some of the most shareable content on social media. When something makes people laugh, they’re far more likely to tag friends or repost it.
   
   

We’ve already partnered with leading entertainment brands to help transform them into content creators themselves. So if you’re interested in exploring the potential of this exciting space to create meaningful, entertaining food content that resonates with your audience, get in touch with us!

Hero image credit: Instagram.