Whether the photos are of sweet or savoury food, diet food or food high in calories, food with gluten or gluten-free food, Instagram is the market leader for social networking on this topic. Cue: #Instafood.
The photo and video-centric app recently surpassed 600 million monthly users, putting it up there with other social media giants.
Instagram is a generator of trends. Since the launch of Instagram, there have been more than 210 million #food posts. The platform is borderless; the trends are international, and the approach is universal.
#INSTAFOOD: THE MOST POPULAR FOODS EMOJIS ON INSTAGRAM
Despite the high usage of fast food emojis, healthy food trends are discussed the most on Instagram. The hashtag #healthy, with more than 92 million posts, promotes the use of organic, non-industrial and gluten-free/meat-free products, as well as diet and exercise regimes.
EXERCISE: THE HEALTHY #INSTAFOOD TREND
On Instagram, food associated with exercise inspires a large volume of content - over 707,000 posts were shared between January 2016 and January 2017.
Nearly 75% of food and sport posts were shared by women between the ages of 18 and 34.
The top trend within this conversation is BBG: the Bikini Body Guide. BBG is an account created by Kayla Itsines that features a fitness programme in which exercise is combined with dietary recommendations.
#INSTAFOOD: LIVING "FREE"!
The living free trend encourages the elimination of everything that may be harmful for your health. It is focused on having a gluten-free, meat-free, animal-free diet. Adopting a lifestyle that respects animals is extremely successful on Instagram. Photos posted are very elaborate, proving that diversity and originality that can be found in vegan food.
Vegan and gluten-free hashtags are often linked, with more than 160,000 posts between January 2016 and January 2017.
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