GOING OVERBOARD TO GAIN FOODSTAGRAM FAME?
‘Extra everything’ seems to be the trend for food videos now. But is it just a gimmick for traction? Here’s what content creators have to say
Scrumptious food videos are something we can’t just scroll away from. Be it the process of cooking, ingredients used or the presentation, food videos are addictive! And so, food bloggers are gaining immense popularity due to their mouth watering content. However, you must have noticed a spate of food videos with a shocking overdose of ingredients — loads of ghee, butter, cheese and sauces. It not only looks unrealistic and gimmicky but is also extremely unhealthy. And this trend has sparked a debate online.
Food blogger Mehak Dhawan says, “I haven’t seen anyone being forced to do unrealistic things to get attention. Since influencers have massive following, sometimes eatery owners might get carried away and do things so that people notice them.”
Some believe there is indeed an audience for such videos. Chef Sanjyot Keer, who cooks and creates videos for his page, says, “I don’t believe that such videos are forced. On the contrary, I feel that there are a lot of street food and food joints who do a lot of gimmicky stuff to attract people. Some vendors also feel that more of cheese and butter is what attracts people and also makes their food tastier. And let me tell you there is an audience for it. That is why so many food bloggers cover such dishes to gain more views.”
However, it can’t be denied that when such videos get millions of likes and shares, it does start a trend, compelling others to follow it. “My personal take is that if you do not like it as a food blogger, do not cover such food. Rather call out unnecessary gimmicks and do responsible food blogging,” adds Keer.
Meanwhile, chef Tarun Sibal prefers a genuine experience. He says, “Call me old school, but I don’t believe in creating Instagram-worthy dishes. As a chef, yes, I’ve been asked to suggest and create ‘bloggerfriendly’ food. But in the long run, delicious food automatically becomes Insta-worthy. I focus on the idea, flavours and ingredients, rather than emulating gimmicky elements just because they are trending. Diners do appreciate the finer nuances of cooking while eating out. The food experience should be authentic, not forced.”