Why We Love To Feast Our Eyes On Food Porn

Excerpt from this article on OgilvyDO:

If you’ve spent any great deal of time on Facebook lately, you will have seen a growing number of short, colourful recipe videos from the likes of Tastemade and BuzzFeed’s Tasty. Rarely longer than 90 seconds, these clips have a hypnotic quality which has captured the attention of millions — and set their mouths watering.

The prevalence of this kind of content isn’t surprising; one of the reasons #foodporn photography has become so popular is that there is something just altogether satisfying about seeing a perfectly arranged plate. Video channels like Tasty and Tastemade have simply taken this one step further, condensing all of the best bits of cooking shows into short, snackable videos.

“The clips are akin to ASMR videos,” says The Cut’s Dayna Evans. “They tap into the pleasure centre of my brain with their mesmerising simplicity, lack of fussiness, and quick pace. They make cooking seem painless, sedative. In a sea of free-flowing content hitting my already-scattered brain (often without my asking), Tasty videos act as calming one-minute meditations.”

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