How

Scrolling

Over The Internet Changed the Way We Cook

Real-Time Learning and Skill Development

Short-form videos on social platforms, in particular, break down complicated cooking techniques into manageable steps. When young creators and influencers demonstrate how to make simple recipes, reimagine classic recipes, or use skilled tricks, cooking becomes less intimidating. This openness invites even novice cooks to try things they may not have tried before. Online cooking content helps people replicate recipes at home. "Vicarious experiences" created by influencers inspire viewer confidence as they picture cooking with the influencer. 

Global Flavours, On-Demand

Access to food through the internet has democratized competition with international cuisines. With just a few clicks, home cooks can access recipes from every corner of the world, experiment with new ingredients, and adapt classic dishes to their own kitchens. Through blogs, recipe-sharing sites, and video creators, culinary traditions are incorporated into the everyday meal routine in innumerable unique ways. Ordinary cooks are re-interpreting exotic foods in their own creative ways. This encourages culinary discovery and innovation through cross-cultural exchange, fostering a deeper understanding of diverse culinary traditions.

The Rise of Experimental & Flexible Cooking

In online cooking platforms, the appreciation of creativity surpasses the application of rules. While in the past, it was common for home cooks to follow recipes rigidly, many modern home cooks take social media cues, freestyle, and mix styles, experimenting with and incorporating creativity to create their meals. The "freestyle" approach, in which the cook relies on experience rather than an ingredient list, is being increasingly embraced by younger cooks who don't want the pressure of measuring and adjusting. 

This new mindset de-emphasises waste, fewer ingredients, and builds cooking confidence. Similarly, digital recipes, alongside encouraging people to cook, also aid in purchasing decisions. Seventy-five per cent of consumers reported purchasing a new product or ingredient after seeing it proposed in a recipe they read online. The visual and interactive nature of online cooking content allows customers to search for speciality ingredients more readily. Customers are also more likely to trust influencers or food producers.

The Flip Side: Challenges & Caveats

Too Much Style, Not Enough Substance

Although online recipe content serves a functional purpose for cooking, it can sometimes take on an entertaining aspect, and many creators often provide shortcuts to create short, eye-catching videos that appear effortless. Home cooks on Reddit have cautioned, "90% of the videos just show you the ingredients, with no measurements, or techniques involved." Beginners may have unrealistic expectations or may not have a successful experience.

Overload and Decision Fatigue

There are numerous digital recipes available, making it overwhelming when trying to make a decision. Whether it’s too many names to sift through, ads that take over your screen, or recipe posts that run 2500 words before getting to the actual recipe, it makes simplistic cooking feel like a chore or disjointed. 

Now that we’re looking at Instagram, TikTok, or any other platform, these platforms are providing you with entertainment and potentially affecting your diet. Online instructions and sharing recipes have changed how home cooks discover, learn and play with food. Cooking is probably more creative, accessible, and collaborative than ever, but it has disadvantages, such as reliability issues or problems with the amount of content to explore. There’s something about the scroll that invites creativity and keeps your hand in motion, and allows for new skills to be developed while cooking as a social activity.