TikTok‘s #FoodTok tag has become a repository filled with millions of culinary videos. Those clips range from the delectable to the downright absurd, but taken together, they are massively influential.
A study conducted by a team at Poland’s University of Economics in Katowice measured the magnitude of that influence. The researchers surveyed 406 active TikTok users and found that the app’s food content has a profound impact on dietary choices and culinary trends.
TikTok-based phenomena like the “Keith Lee effect” have long been cited as boons for home cooks and family-owned eateries. The results of the study support that hypothesis: 97% of respondents said they have followed a recipe they found on TikTok, and 55% of them said they have visited a restaurant after watching a relevant review on their For You Page.
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Multiple factors drive those consumer trends. The influence of TikTok’s creator community cannot be understated; 73% of respondents said they follow culinary creators on the app.
As persuasive as the Keith Lees of the world may be, the researchers argued that artistic choices are central to this discussion. That’s why dramatic dishes like baked feta pasta and butter boards have become FYP faves.
“Who created it matters less than how the food is presented,” co-author Artur Strzeleck told Nutrition Insight. “Whether the video reviews a restaurant or demonstrates a recipe, the key driver is the way the dish is shown and explained, especially how it is prepared and how appealing it looks.”
Once TikTok users begin eating with their eyes, the recommendation algorithm takes over. Strzeleck noted that TikTok “amplifies particular food-related trends by repeatedly showing users the kinds of videos that capture their attention at that moment.” The algorithm’s personalization turns #FoodTok into a self-fulfilling prophecy.
What can be made of these findings? The obvious answer is that brands should continue leveraging #FoodTok trends, as Virtual Dining Concepts did in 2024.
There is, however, a dark side to consider as well. If TikTok users take dietary tips from popular TikTok content, that could lead to some unhealthy habits. Last year, a wave of regulatory pressure led TikTok to crack down on its #SkinnyTok hashtag. The more recent trend of looksmaxxing is another example of a dangerous body image idea boosted by creators.
Hope, positives like the Keith Lee effect will outweigh the dangers on TikTok food content moving forward. For now, the app has reached a settlement to avoid legal inquiries related to its effect on teen mental health, but continued scrutiny is warranted.
