How Food Shorts and Reels are changing the way we eat, cook and shop

Alia Advani is browsing on her phone in between her college lectures. Advani, 19, is a student at Mumbai’s Jai Hind College and hooked to #foodshorts and #foodreels that feature mesmerising videos of food ingredients coming together, occasionally in time-lapse, before ending in a close-up shot of a perfectly plated meal.

“I have subscribed to a bunch of cake decorators because I love watching them apply frosting on desserts in the most wonderful colours and designs,” she says. “And I don’t even bake!” Advani isn’t alone.

The popularity of food Shorts and food Reels extends across all socio-economic classes. For some, it is a cheerful getaway from the humdrum of the everyday. For others, it is an escape from bland dinners. For some others – domestic help and cooks are being asked if they can follow a recipe from YouTube or Instagram – it is a gateway to a better-paying job.

Sridevi Nair Pillai, a Mumbai-based working professional, asked prospective house helps if they could watch food videos and replicate those dishes. She eventually selected one who was able to. “Our help not only prepares dishes by watching these videos, but regularly finds new ones on her own and asks us if we would like to try this dish,” she says.

Indeed, the way we access and share epicurean knowledge has undergone a transformation. Lengthy cookbooks with detailed recipes are excellent, and they continue to remain the primary source of inspiration for the serious cook. But #foodshorts and #foodreels are perfectly tailored to cater to our fast-paced digital lives with shrinking attention spans. They provide a quick, satisfying burst of culinary creativity that can be consumed in the time it takes to wait for an elevator or stand in a checkout line.

This accessibility is one of the key factors driving their popularity. Moreover, the brevity of these videos doesn’t compromise on the quality or diversity of culinary content. In just a few seconds, you can learn how to make anything from a gourmet dessert to a savoury international dish. Or, like Advani, just feast your eyes (literally)!

Food as art

Beyond the practical aspect of learning to cook, Food Shorts and Reels have elevated food presentation to an art form. One of the key features of this brand of videos is their visual appeal. They feature stunning food photography, mesmerising cooking techniques, and tantalising close-ups of dishes.

“The combination of striking visuals and concise, informative captions makes them highly engaging and immensely shareable,” says Rushina Munshaw-Ghildiyal, culinary chronicler and owner, A Perfect Bite Consulting.

Creators are focusing on the visual appeal of their dishes, transforming meals into works of art. This emphasis on visual storytelling is influencing the way we dine, even at home. Amateur cooks are paying more attention to plating, garnishes, and the overall aesthetics of their meals when guests come over.

Nostalgia on a plate

In the hands of skilled storytellers, these bite-sized videos transcend mere recipe demonstrations; they become narratives of culture, identity, and memory.

India’s culinary landscape is as diverse as its people. From the fiery curries of the North to the coconut-infused delicacies of the South, each region is diverse. Food Shorts and Reels serve as portals into these regional cuisines, offering viewers a glimpse into the soul of India.

For instance, when I saw Jodhpur-based creator Geeta Choudhary’s reel (@geetas_cooking on Instagram) showcasing her preparation of a traditional Rajasthani thali, I was in awe. As the camera panned over the delicious array of dishes, I couldn’t help but feel a connection to the history and culture of Rajasthan. The rich gravies, spicy pickles, and fragrant desserts tell a story of warriors and opulent palaces.