VisualGPS Creative Trends Culture A Feast for the Eyes: Videos That Wow

Food videos are hugely popular on our social feeds today. However, Getty Images' VisualGPS research shows that Europeans are less likely to share or post original content. Instead, mindless scrolling is on the rise. So, how can food and beverage brands continue to engage audiences? Through video content that wows, especially for younger consumers.

Our VisualGPS research reveals that consumers’ visual preferences from the Food and Beverage industry mirror their purchase decision drivers. Europeans expect to see health benefits, value for money, taste and quality. While Gen Z is aligned that they need brands to fit and show these purchase drivers, they place higher importance on brands’ visual appeal in their decision‑making. They are also more likely to resonate with video content on social media. Why? Because video simply makes people stop while scrolling. So how can brands tap into this?

To appeal to our palates, food and drink brands currently use slow motion and close‑up videos. The drip of a morning dew, raw and colourful vegetables or rich, opulent oils all evoke the freshness and nutritive power of food on our health. These visuals reflect consumers’ expectations about taste, quality and potential health benefits. It also reflects the slick, frictionless aesthetics started a few years ago by food documentaries like Jiro Dreams of Sushi or Chef’s Table.¹   

However, recent pop culture smashes like The Bear or The Taste of Things feature fresh ways of experiencing food through the screen. Part of the global success of The Bear is its deep and emotive storyline followed by bold filmmaking decisions to make the culinary craft super intense: Rapid‑fire cuts and extreme close‑ups.² On the other hand, The Taste of Things relies on visual harmony. Smooth camera panning, carefully locked compositions, soft diffused light—all of these recreate textures and smells, offering an epicurean foodie experience through the screen.³ While in both cases, food aesthetics is important, the real wow factor lies in the mix of aesthetics and human stories. In The Bear, the menu is crafted based on emotional states of its characters.⁴ 

• Tasty Aesthetics—extreme close‑ups, tracking shots, crafted compositions in locked shots will enhance the visual appeal and interest of your video narrative.
• Food emotions—consider including intense food experiences carrying great pleasures and range of emotions: The very first taste of a surprising dish, or savouring a favourite childhood meal. 
• Mix tasty aesthetics with emotive food stories—crafted food aesthetics are increasingly important (especially to a Gen Z audience) however, it’s important to mix it with emotional narratives that resonate with viewers on a personal level. 

Sources

[1] Vulture
[2] Backstage
[3] The Guardian
[4] Eater