The Social Media impact on food culture: Is Instagram killing authenticity?

From the picture-perfect shot with the right angles and lighting to the millions of likes and shares on it, social media has transformed how people consume food in several ways intertwining and diversifying cultures but also creating a monopoly of certain viral recipes.

Did you ever think why am I whisking coffee for 30 mins to make it look aesthetically pleasing, something which I can make in 5 mins or using an actor’s recipe to make pasta when my mom makes such good home-made mac n cheese.

Social media has not only changed and globalized food culture but also impacted food consumer behaviour in several ways, influencing what people eat, where they eat, and how they perceive food trends.

Social Media Platforms like Instagram and TikTok have popularized visually appealing foods, making presentation as important as taste. Dishes like rainbow bagels, freakshakes, and Mugcakes gained popularity mainly due to their hype and outreach.

But how is then Instagram killing authenticity of something which came to light in the very first place because of this app. Imagine, you are an Italian cuisine admirer, which is to say you love their tiramisus, Neapolitan pizza and Aglio-olio pastas but what if you wake up one day and hear someone putting pineapple or ketchup in the traditional Italian pizza or using the ‘one-pan, no-boil’ technique for making pasta. These new viral trends introduced by influencers for virality and engagement in essence kills the authenticity of food culture and tradition. The concept of fusion food such as pineapple sandwich or chocolate dosa inherently misrepresents a culture that offers much depth to flavours from something that is just ‘instagrammable’.

Authentic cooking, is something that tests your patience especially in cultures with rich culinary traditions while Instagram has this need for quick, engaging 5-min oven ready knock-offs of the original dishes which are much more simplified yet does not provide the depth of the original recipe. Traditional slow-cooked stews or desserts, fermented home made breads or pickles, or labor-intensive techniques are often replaced by shortcuts that compromise the original taste and integrity.

The new in town restaurants and cafes in today’s age design their menus and spaces with Instagram in mind. Neon signs, Photobooth corners, aesthetic plating and posters on walls, and “over-the-top” presentations of food that cannot be also quantitatively justified for the price tag it comes for often take priority over culinary craftsmanship. This leads to dishes being created purely for viral potential rather than flavor or cultural heritage.

Food influencers and bloggers also shape this consumer choices by going to restaurants and writing reviews on how they perceive these popular food joints, their review in today’s age has more value than traditional restaurant ads therefore creating an industry influencing food culture for themselves. While these platforms have been instrumental in promoting lesser-known foods and supporting small businesses, the constant pursuit of visually appealing content can create unrealistic expectations.

The phrase “phone eats first” has become a reality, where snapping a perfect photo often takes priority over actually enjoying the meal. From dalgona coffee to cheese-pull pizzas, social media has accelerated the rise of food trends like never before. A single viral post can turn a niche dish into a global sensation overnight. Though one needs to understand these food influencers do not have the same level of culinary training as that of a specialised critic despite having significant influence on food consumerism. Their recommendations shape what’s popular, often favoring visually appealing dishes over nuanced flavors.

To a certain extent, there is also a certain loss of regional authenticity due to generalization of some popular dishes as the sole thing to offer by that culture or cuisine therefore disregarding regional variation or diverse regional cultures. For example;- Butter Chicken for India, Pad Thai for Thailand, Sushi for Japan, etc. creating a skewed perception of authentic cuisines.

While Instagram has helped make food culture more accessible, it has also contributed to the dilution of authenticity. For chefs and restaurants, the key is to embrace creativity while staying true to their roots. Instead of altering traditional dishes just to fit a trend, they can highlight their authenticity while using thoughtful presentation and storytelling to connect with a modern audience. Influencers and food bloggers also play a role in this balance. By focusing on the history and flavors behind the food—rather than just how it looks—they can help people appreciate the real story behind each dish. As diners, we can also make a difference. Instead of choosing a meal just because it looks good on Instagram, we can take a moment to learn about its origins and flavors. Food is more than just something to photograph—it’s an experience meant to be enjoyed with all our senses.

The balance between tradition and digital trends is therefore very crucial for preserving food culture that has been going on for decades—food should not just be about what looks good online but about preserving its history, flavors, and cultural essence.