But what if these two trends were linked? What if social networks help us to take on healthier eating habits?
Social and Food: a long love story
We can see this by browsing our Facebook feed, but even more so with some numbers: on Instagram alone you can count over 250 million posts that respond to the hashtag #food, over 130 million for #foodporn.
At the same time, the trend of healthy eating has become a real phenomenon, with 30% of the food companies at a global level that have decided to invest in healthy eating, against an audience of consumers (88%, according to a Nielsen study in 2015) also willing to spend more to get healthier food.
So, is there a link between healtly food and shares?
In fact, by connecting people from far away, social partners have made it much easier to inform and update themselves on any topic, creating social networks that act as a point of reference and support for new communities, united by an interest, a passion or a common cause.
In the specific case of nutrition, more and more often on Instagram, Facebook, Twitter and the like, the theme of healthy eating is part of the more general trend of healthy lifestyle, becoming part of an extended system that spreads, strengthens and legitimates it.
Passion, health and marketing
The answer is obvious, and that's where the influencers come in. Simplifying the excess, influencer marketing could be defined as follows: friends who photograph company products for you to buy them. In our case: friends who publish dishes, tools and recipes so that you can be inspired by them.
In fact, it is often much more noble than it might seem. It's true, using figures with a certain following on social networks, companies guarantee a more precise and selected audience than traditional advertising. But for their part, consumers have the opportunity to be constantly updated on the subject, they can interact and deal with experienced people, and they always have a place to go to find the information they are looking for.
Just take a look at the most popular social profiles with healthy food as the theme, to understand that these are first of all passion stories: @delicouslyella, an English blogger who started her discovery of healthy eating to cope with the symptoms of a disease, today boasts 1.1 million followers on Instagram.
"A celebration of what you can do with delicious and vegetable-based ingredients", in this way she understands her work on the web, where she shares vegetarian recipes, without sugar or refined flours, to keep up with his motto: "Natural, Simple, Honest".
From America comes the blog, and its instagram profile, @nutritionstripped. The dietitian McKell Hill, who manages the site and profile, has very clear ideas: wellness is not just a matter of food. She describes her mission as follows: to shed light on what all of us deserve to feel good.
In Italy, in the top 10 of the most popular food influencers we can find also a wellness advocate: @marcobianchi. Scientific spreader and food mentor, Marco Bianchi has made healthy eating much more of a job. "Cooking is a gesture of love", he affirms, "Talking about food and health is also a way of expressing this love".
In short, healthy food seems to have found a hospitable place in social networks, and in influencer marketing a way to success. Brand-social influencer collaboration generates a system that increases awareness and loyalty of companies, and consumer awareness and involvement.
Result? The spread of healthier eating habits. A win-win strategy.