THE EVOLUTION OF RECIPES ON SOCIAL MEDIA: FROM BLOGS TO INSTAGRAM

Remember when blogs were the place to go to discover recipes full of stories and customs? A place where culinary art was more about personal feelings and experiences than just ingredients. But when did blogs take a back seat and what does this transformation look like? Today, social networks dominate the way we share recipes.

In this post, we will discuss this evolution from blogs to posts as well as the advantages they have brought not only for creators but also for users and brands. Will blogs and networks be connected?  

We live in a world of constant evolution, where adapting is synonymous with survival. Just a few years ago, blogs were the standard platform for anyone who wanted to share more than just a recipe: a story. Through them, creators shared unique and personal experiences, conveying the cultural richness of each preparation. This approach appealed to food lovers, connecting them not only to the technique but also to the traditions and stories that bring each recipe to life.

With the emergence of social networks such as Instagram, TikTok, and Pinterest, the way users search for and consume recipes has evolved dramatically. We live in a fast-paced era, where the public's attention is a scarce resource due to information overload. In this context, content creators and platforms have had to adapt, abandoning long formats for shorter and more impactful ones.

Today, culinary searches are fast and visual, characterized by short video formats. According to the 2024 Social Media Study: Trends and Comparisons to the 2023 Study by Metricool (2024), ‘short videos, such as Reels, continue to dominate, with an average of 12 to 15 seconds being the ideal time to capture the user's attention’. This style responds to the preferences of today's users: short, direct, interactive, and highly visual content, combining the best of traditional blogs and long YouTube videos. It is a perfect balance between depth and speed, offering a step-by-step approach in an accessible and engaging format. (2024 Social Media Trends: Comparisons to The 2023 Study, 2024) 

A clear example of how to merge the usability of blogging with the versatility of Instagram to share recipes with the target audience is the case of @austrianwithwuff. This creator, professional baker, and developer of gluten-free recipes, also known for his blog @theglutenfreeaustrian, has designed an effective strategy that combines various formats (Reels, Carousels, images) on Instagram.  

  

This strategy manages to balance the best of both worlds: the quick, visual content that Instagram demands, along with the richness of detail and explanation that characterizes culinary blogs. Furthermore, by focusing on a specific niche such as gluten-free recipes, @austrianwithwuff forges a connection/bond with its audience.

Visibility and reach metrics

When creating culinary content, it is important to put our target audience at the center to provide them with the best experience that will convert into a loyalty conversion or in this case a follower. In this context, both blogs and social networks have developed different success indicators.

The visibility of blogs relied heavily on SEO optimization, characterized by the strategic use of keywords in headings and throughout the text. This approach ensured a steady flow of organic traffic. To measure the reach generated, content creators analyzed key metrics such as the number of visits, average time spent by users, and browsing behavior, distinguishing between new and returning users. In addition, strategies such as good search engine positioning were essential to maximize impact.

A key tool for these analyses was Google Analytics, which provided detailed data on the number of readers of a recipe, where in the content they left the page, and other browsing patterns. This would allow bloggers to optimize their content and improve the user experience.

However, in the case of social media, content creators should focus on metrics that reflect immediate interaction. These include reach, impressions, likes, comments, types of formats, shares, and saves, all key indicators that the platforms present under the insights section.

Measuring engagement

The analysis of user engagement with recipe content generated by foodies varies depending on the platform used.

On blogs, engagement is primarily measured through interaction tools such as comments. These interactions allow users to share their experiences in recreating recipes, ask questions about ingredient substitutions, or resolve doubts about the steps in the process. In addition, sending newsletters or e-newsletters about new recipes helps to keep followers updated and connected to the content.

In contrast, on platforms such as Instagram, interaction metrics include likes, comments, and saves. The latter reflects not only the user's interest in the content but also their intention to recreate the recipe shortly. In addition, Instagram offers features such as the notification bell and direct engagement channels, such as messages or replies to stories, which allow followers to be aware of new posts, live streams, and updates from creators. This fosters a more immediate and dynamic link between foodies and their audience.

Monetisation in the age of blogs and Instagram

With the evolution of blogs and their integration with social media profiles such as Instagram, culinary content creators, or foodies, have found new ways to monetize their work through collaborations with brands. According to Influencer Marketing Hub's article 80 Influencer Marketing Stats for 2024, a survey conducted by Bloglovin entitled How Influencers Want to Work with Brands reveals that ‘53% of micro-influencers have never paid to promote a post’ (Influencer Marketing Hub, 2024). This shows that organic collaborations are a key strategy for creators.

A clear example of such collaborations is @lu. singluten, a content creator specializing in gluten-free recipes, who has worked with brands such as Maizena and Gullón to develop recipes using their products. These partnerships not only bring value to the brands but also strengthen the connection with the audience interested in gluten-free products.

            

    

In addition, creators generate revenue through the direct sale of products such as kitchen utensils, baking molds, or even recipe books. Tools such as Instagram Shopping allow followers to purchase these products directly from the creator's profile. For example, both @lu.singluten and @postressaludables use links in their profile bios that redirect to their blogs or sales platforms, maximizing their reach and profitability.

   

The shift from blogs to social media has established a radical change in the way we disseminate recipes and establish connections with brands. While blogs remain a space for in-depth, researched content, social media provides a more agile, visual, and dynamic way of tasting recipes.

Winning in this new context relies on the ability to assess engagement and outreach in real time, adjusting marketing tactics to the metrics offered by social media. The ability to adapt quickly and produce interesting content will be fundamental to continue using social networks as the perfect channel for disseminating recipes and promoting gastronomic products.

References

Influencer Marketing Hub. (2024, June 24). 80 Estadísticas del Marketing de Influencers para el 2024. Influencer Marketing Hub. Retrieved November 20, 2024, from https://influencermarketinghub.com/es/estadisticas-de-marketing-de-influencers/

2024 Social Media Trends: Comparisons to The 2023 Study. (2024, June 18). Metricool. Retrieved November 20, 2024, from https://metricool.com/social-media-study/