The Great Food Instagram Vibe Shift
The food blogger aesthetic has given way to something more realistic and DIY: Laissez-faire Instagram food is here
For a long time, food looked one way on Instagram. It was the look of crisp, pristinely lit plates seen from above, with sprigs of herbs strewn to appear haphazard, despite the tedious work of styling tweezers; stacks of pancakes and cookies shot at exactly the correct angle to show a blur of eggs, old-timey glass bottles of milk, and an “accidental” dusting of flour in the background.
This aesthetic has worked. With its softboxes, fake prop walls, and marble surfaces, it established a generation of bloggers and Instagrammers as professional recipe developers, content creators, and best-selling cookbook authors.
I’ve been noticing something, though: This type of content isn’t doing as well as it used to. Big Instagrammers are turning off Like counts and grumbling about their lack of growth. Creators with … Read more