Warning! May cause drooling

I’ve got a confession to make. I’m a chronic ‘foodographer’. Did I just make that term up? Yes, but I believe it’s the only way to describe and come to terms with this new addiction. It’s obvious I love my food, however recently it seems I love documenting my food even more. It appears however, that I am not the only one who’s hooked. In fact, foodographing is popping up on all platforms of social media only making me hungrier and consequently fatter. Luscious foods presented perfectly under flattering filters are to blame for this weight gain. But now I’m just being a hypocrite because I am the culprit, taking photos of the food I am eating is as addictive as the food being photographed!

I’ve recently discovered that its not only notorious social media users that have become ‘foodographers’, but businesses such as Sweet By Nature Cakes and Sette Bello. And I know exactly why. Marketing their decadent dishes in this way has a slightly different effect to the usual form of publicizing (like professional photographs, websites) and as a result, they are reaping even bigger and better benefits.


(Sourced from Sette Bello’s Facebook page)                        (Sourced from Sweet By Nature’s Instagram)

Maintaining an Instagram account or Facebook page where amateur photos of professional food to the likers and followers of the pages, target us directly. By coming down to our level and replicating our posts, it is as if they are just another friend of ours posting a photo of a delicious meal they enjoyed on the weekend. I know when I see one of my friend’s foodographing, I think if its accessible to them, then it is to me too. This personalization means we no longer have to sit there drooling onto our phones thinking that’s the closest we will get to that sticky date pudding or that angus scotch fillet (I’m starting to salivate just thinking about it). Instead, it puts the food in reach, which means for foodies like me, that feeling of, I want that in my mouth NOW can be made into a reality. As you can see from the picture below, there’s not much difference between an Instagram users photo and a a restaurants photo.


(Sourced from Instagram)

Check out Sette Bello’s Facebook page and Sweet By Nature’s Instagram and see if you think the same.



Following and liking these pages has given me insight into these businesses on a different level to any other. Have you had a similar experience elsewhere? Do you agree that this new approach is an effective marketing strategy for these businesses?


8 thoughts on “Warning! May cause drooling

    • Thats very true! I know when I look at images of Big Macs and other McDonalds products similar to the picture in your link, I automatically know that it doesn’t resemble the realistic product, which is what I think these companies are trying to steer away from.
      Thanks for the comment!

  1. Social media is definitely a good tool for marketing but in my opinion mainly brings awareness of the product. I did a literature review on this a couple of weeks ago and studies found no direct link between sales and social media activity. Social media creates the awareness, its your other marketing communications that gets the sales.

    • I agree with you, it certainly creates the awareness however I feel this method makes the product more accessible especially when its in a restaurant is in the area for example, or not too far away.
      Thanks for the insight!

  2. i sometimes think that always taking pictures of food takes some of the enjoyment out of being in the moment and the eating experience. i think that restaurants and the like taking photos of their food shows customers the ‘real’ meal, even though there are still elements of food styling, compared to the more professional photos on their websites and in magazines.

    • I used to think the same before social media! But I’m just so addicted to sharing my food now 😛
      Yes I think so too, its more realistic and even more credible by marketing products like this.
      thanks for the comment!

  3. I myself as a follower of Sette Bello on Instagram really gets hungry every-time I see a post of their food…food-porn is alive and bringing a new avenue of digitally marketing restaurants/cafe on social media.

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