The psychology of sharing food experiences and photos via social networks launched at Social Media Week London. This is the first stage of a piece of research into why people share food images via social networks. The top reasons why people share food images via social media channels are 1. Because they are proud of what they have made, 2. To record a special moment or occasion, 3. Because the food looks like art.
UiPath Platform: The Backend Engine Powering Your Automation - Session 1
Why do people share food photographs via social media channels?
1. Why
do
we
share
food
images
via
social
networks?
#FoodPsych
@TheWebPsych
@DigitalBlonde
Image
@GBChefs
|
Chef
Shaun
Hill
2. @TheWebPsych
@DigitalBlonde
Image
@GBChefs
Which
social
network
do
you
use
most
o8en
to
share
your
food
photos?
#FoodPsych
Top
3
for
Females
26.15%
Facebook
23.08%
Instagram
12.82%
TwiMer
Top
3
for
Males
15.9%
TwiMer
9.7%
Facebook
6.15%
Instagram
Instagram
was
the
top
network
for
posQng
food
photos
for
18-‐20
year
olds
Facebook
was
the
top
network
for
posQng
food
photos
for
30
–
39
year
olds
TwiGer
was
the
top
network
for
posQng
food
photos
for
40
–
49
year
olds
3. @TheWebPsych
@DigitalBlonde
Image
@GBChefs
Which
social
network
do
you
most
o8en
like,
share
or
comment
on
other
people’s
food
photos?
#FoodPsych
Instagram
was
the
top
network
for
liking
or
commenQng
on
other
peoples
photos
amongst
women
Instagram
was
the
top
network
for
liking/commenQng
on
photos
for
21-‐29
year
olds
Those
over
40
preferred
to
post
comment
on
food
images
via
TwiGer
4. @TheWebPsych
@DigitalBlonde
Image
@GBChefs
|Chef
Robert
Thompson
Is
it
socially
acceptable
to
share
food
photos?
#FoodPsych
“Sharing
food
has
always
been
a
social
ritual,
and
sharing
photos
of
that
food
can
serve
as
an
extension
of
this,
especially
when
loved
ones
are
absent.
However
not
all
moQvaQons
are
socially
posiQve,
and
our
sample
was
self-‐selecQng
which
means
they
may
not
reflect
the
views
of
all
social
groups.”
Nathalie
Nahai
5. @TheWebPsych
@DigitalBlonde
Image
@GBChefs
|Chef
Andy
Waters
When
are
you
most
likely
to
post
a
picture
of
food?
#FoodPsych
6. @TheWebPsych
@DigitalBlonde
#FoodPsych
Image
@GBChefs
|Chef
Josh
Eggleton
“We
were
delighted
that
such
a
high
percentage
of
people
thought
it
was
socially
acceptable
to
share
food
photos.
EaQng
good
food
is
a
social
experience
and
just
as
people
talk
about
a
parQcularly
good
meal
they've
eaten,
it's
now
easy
to
share
with
a
click
of
a
buMon
through
Instagram,
TwiMer
or
Facebook.
We'll
be
keen
to
see
whether
micro
video
sharing
of
food
on
tools
such
as
Vine
comes
into
play
in
the
future”
Great
BriOsh
Chefs
“I
was
surprised
by
the
high
percentage
of
people
who
post
photos
as
soon
as
the
food
arrives
at
the
table
–
it
paints
a
picture
of
dining
out
evolving
from
a
shared
experience
with
your
dining
companions
to
a
socially
shared
experience
with
an
infinite
community.
It
would
be
interesQng
to
know
whether
this
behaviour
was
influenced
by
the
type
of
place
they
were
dining
in
–
is
it
more
acceptable
to
share
photos
in
Dirty
Burger
than
when
at
Le
Manoir
Aux
Quat’
Saisons,
for
example.
Eleanor,
Square
Meal
7. @TheWebPsych
@DigitalBlonde
#FoodPsych
Image
@GBChefs
|Chef
Shaun
Rankin
"We
help
people
create
food
that
creates
a
'wow
factor'
when
it
first
appears
on
the
table,
so
it
was
encouraging
to
see
that
people
are
more
likely
to
share
food
just
as
it
is
presented
before
them.”
Great
BriQsh
Chefs
8. @TheWebPsych
@DigitalBlonde
Image
@GBChefs
|Chef
Robert
Thompson
Which
device
do
you
use
to
upload
your
food
images
to
social
networks?
#FoodPsych
9. @TheWebPsych
@DigitalBlonde
Image
@GBChefs
|Chef
Josh
Eggleton
Would
you
describe
yourself
as
a
foodie?
#FoodPsych
81.28%
said
yes
I’m
a
foodie
No
=
18.72%
“It
appears,
preMy
much
anyone
can
be
a
foodie
these
days.
I
think
the
extent
to
which
you
describe
yourself
a
foodie
is
relaQve
to
your
own
knowledge.
If
I
compare
myself
to
the
people
I
work
with,
I
am
most
definitely
not
a
foodie.
Compared
to
the
average
person,
yes
I’m
a
foodie”
Karen
Fewell
10. @TheWebPsych
@DigitalBlonde
Image
@GBChefs
|Chef
Josh
Eggleton
Why
do
you
take
pictures
of
food?
#FoodPsych
0" 10" 20" 30" 40" 50" 60" 70" 80" 90" 100"
To"record"an"event"or"social"occasion"
When"it’s"a"special"treat"
Beause"it"is"beau@ful"and"looks"like"art"
When"it"is"my"friends"food"
To"en@ce"other"people"to"eat"the"food"
Because"I"am"proud"that"I"made"it"myself"
To"congratulate"the"person"who"made"it"
Because"it"is"unusual"or"different"
To"show"that"I"am"ea@ng"healthy"food"
Because"it"says"a"lot"about"me"
Other"
11. “I’m
not
surprised
the
number
one
reason
people
share
food
images
is
because
they
are
proud
of
what
they
have
made.
Sorted's
own
community
started
an
unofficial
FaceBook
compeQQon
to
be
the
first
to
rush
out
and
buy
the
ingredients,
make
the
dish
and
post
a
photo
online."
Jamie,
Sorted
Food
@TheWebPsych
@DigitalBlonde
Image
@GBChefs
|Chef
Tom
Aikens
12. Why
do
you
take
pictures
of
food?
Top
Reasons
for
Females
1.
Proud
I
made
it
myself
2.
Because
it
looks
beauQful
3.
To
record
an
event
or
special
occasion
4.
Because
it
was
a
special
treat
5.
To
congratulate
the
person
who
made
it
Top
Reasons
for
Males
1.
Proud
I
made
it
myself
1.
To
record
an
event
or
special
occasion
2.
Because
it
looks
beauQful
3.
Because
it
is
unusual
or
different
4.
It
says
a
lot
about
me
4.
Because
it
was
a
special
treat
(same
number
of
responses
for
posiQons
1
&
4)
@TheWebPsych
@DigitalBlonde
Image
@GBChefs
|Chef
William
Drabble
13. "It's
great
to
see
people
recording
the
results
of
wonderful
food
they've
cooked
themselves.
There's
a
joy
in
cooking
and
eaQng
excellent
food
but
also
a
joy
in
sharing
food
through
photography
for
the
benefit
of
people
who
weren't
there.
We
love
to
see
this
pride
in
producing
good
food.”
Great
BriOsh
Chefs
@TheWebPsych
@DigitalBlonde
Image
@GBChefs
|Chef
Josh
Eggleton
14. @TheWebPsych
@DigitalBlonde
Image
@GBChefs
|Chef
Sumayya
"The
fact
people
are
posQng
images
because
the
food
looks
beauQful
is
also
interesQng
-‐
if
you're
out
at
a
restaurant,
the
presentaQon
is
likely
to
be
beMer
than
at
home,
which
makes
sense.
AddiQonally,
if
our
audience
have
gone
to
the
effort
of
making
a
dish
from
scratch,
they're
more
likely
to
take
care
over
the
presentaQon
to
make
sure
the
food
is
appreciated
properly.”
Jamie,
Sorted
Food
15. @TheWebPsych
@DigitalBlonde
Respondents
were
shown
these
food
images
#FoodPsych
Most
Likely
to
be
posted
by
males
-‐ Art
dish
-‐ Steak
-‐ Christmas
Dinner
Most
Likely
to
be
posted
by
females
-‐ Art
dish
-‐ Christmas
Dinner
-‐ Steak
Art
dish
Christmas
Dinner
Steak
16. @TheWebPsych
@DigitalBlonde
Photos
people
were
most
likely
to
post
to
social
networks
#FoodPsych
Art
dish
70.26%
Christmas
Dinner
51.28%
Steak
49.23%
Most
Likely
to
like/comment
or
share
someone
elses
photo
if
it
is
-‐ Art
dish
-‐ Branded
food
-‐ Steak
Curry
39.49%
Fish
38.97%
Pizza
32.82%
Branded
Food
Product
30.77%
Junk
Food
22.56%
Salad
20.51%
Sandwich
9.74%%
17. @TheWebPsych
@DigitalBlonde
Image
@GBChefs
|Chef
Robert
Thompson
“We
tend
to
find
sweet
dishes
more
popular
on
YouTube
than
savoury
in
terms
of
views
and
engagement
-‐
we
think
this
is
because
sweet
dishes
are
seen
as
more
of
a
treat
and
an
occasion
than
a
savoury
dish
you're
likely
to
have
every
day"
Jamie,
Sorted
Food
18. @TheWebPsych
@DigitalBlonde
Image
@GBChefs
|Chef
Josh
Eggleton
Respondents
were
shown
these
food
images
#FoodPsych
Most
Likely
to
be
posted
by
males
-‐ Cake
-‐ Chocolate
pudding
(2nd
place)
-‐ Cheese
(2nd
place)
Most
Likely
to
be
posted
by
females
-‐ Cake
-‐ Chocolate
pudding
-‐ Fruit
dessert
19. @TheWebPsych
@DigitalBlonde
Image
@GBChefs
|Chef
Josh
Eggleton
Photos
people
were
most
likely
to
post
to
social
networks
#FoodPsych
Chocolate
pudding
58.97%
Cake
61.54%
Fruit
dessert
51.28%
SelecQon
50.77%
Cheesecake
50.26%
Cheese
40%
Branded
food
product
20%
Fruit
crumble
26.15%
Most
Likely
to
like/comment
or
share
someone
elses
photo
if
it
is
-‐ Cake
-‐ Chocolate
pudding
-‐ Meringues/SelecQon
Meringues
48.21%
20. @TheWebPsych
@DigitalBlonde
Image
@GBChefs
|Chef
Shaun
Rankin
"Desserts
and
cakes
appear
to
have
the
greatest
capacity
for
sharing
by
photography.
This
echoes
recipes
and
photos
that
are
shared
most
open
via
Great
BriQsh
Chefs.
The
challenge
is
now
to
make
savoury
dishes
and
main
courses
have
similar
shareability
amongst
the
public.
Let's
celebrate
the
art
of
a
great
piece
of
fish
or
a
juicy
piece
of
steak
too”
Great
BriQsh
Chefs
21. Image
@GBChefs
|Chef
Josh
Eggleton
@TheWebPsych
@DigitalBlonde
“Food
is
an
intrinsic
human
pleasure,
so
when
you’re
having
a
treat,
it’s
really
no
surprise
that
people
wish
to
share
it.
That
said,
in
this
age
of
social
media,
there’s
a
tendency
to
over-‐share
and
over-‐document
your
life.
This
is
a
different
issue
enQrely,
but
which
food
photography
directly
‘feeds’
into.”
Research
ParQcipant
22. @TheWebPsych
@DigitalBlonde
Image
@GBChefs
|Chef
Robert
Thompson
Showing
off
#FoodPsych
“Like
everywhere
else
online,
people
are
trying
to
show
everyone
else
how
great
a
Qme
they're
having
and
showing
food
that
is
beMer
than
something
you
might
be
eaQng
is
probably
the
same
thing.
Like
having
more
friends
on
Facebook.
A
sense
that
they're
there
and
you're
not.
It's
compeQQve.”
Research
ParQcipant
“Because
we
live
in
a
world
of
‘look
at
me.”
Research
ParQcipant
As
individuals
we
crave
social
validaQon:
to
feel
valued,
liked
and
respected
by
our
peers.
We
also
like
to
feel
important,
someQmes
at
the
cost
of
others,
which
may
explain
why
many
respondents
said
they
posted
photos
of
food
to
‘make
other
people
jealous’
Nathalie
Nahai
“
”
23. @TheWebPsych
@DigitalBlonde
Image
@GBChefs
|Chef
William
Drabble
“I
am
surprised
though
that
there
wasn’t
a
definable
amount
of
people
who
said
‘to
show
off’
–
we
see
hundreds
of
pictures
on
social
media
and
blogs
of
‘ok-‐looking’
food
e.g.
half-‐eaten
burgers,
shared
simply
to
show
that
the
person
is
in
the
latest
burger
joint
or
has
a
table
at
a
new
opening.
”
Eleanor,
Square
Meal
I
think
there
may
be
a
disQncQon
between
the
various
channels
of
social
media
when
sharing
photos.
Perhaps
the
more
immediate
forms
e.g.
TwiMer
and
Instagram
are
used
a
lot
more
for
showing
off.
When
sharing
food
photos
on
blogs
though,
it
appears
that
these
people
have
spent
a
bit
more
Qme
ediQng
their
photos
to
enhance
the
food
and
make
the
dishes
look
beauQful.
In
the
context
of
a
well-‐
wriMen
piece
of
prose
about
their
dining
experience,
the
food
really
does
appear
as
art.
Eleanor,
Square
Meal
24. “The
love
of
food
is
something
that
brings
people
together
regardless
of
culture
or
ethnicity,
I
think
we
find
joy
in
sharing
something
that
has
made
us
happy.”
Research
ParQcipant
@TheWebPsych
@DigitalBlonde
Image
@GBChefs
|Chef
Tom
Aikens
25. Love
of
Food
#FoodPsych
“
”
At
its
most
basic,
food
is
what
we
depend
on
for
survival.
Historically
the
way
in
which
a
civilisaQon
prepared
and
shared
its
food
revealed
a
lot
about
its
culture.
In
a
world
in
which
social
Qes
are
increasingly
fragmented
and
scaMered,
sharing
images
of
our
food
allows
us
not
only
to
connect
with
our
loved
ones
and
express
our
own
sense
of
idenQty,
it
also
brings
an
opportunity
to
display
ourselves
in
a
posiQve
light.
Nathalie
Nahai
26. Image
@GBChefs
|Chef
Josh
Eggleton
“I've
been
to
a
talk
where
they
call
it
food
porn
and
it's
because
people
are
driven
to
document
their
lives
now
and
these
provide
bookmarks
or
signposts
to
their
memories”
Research
ParQcipant
@TheWebPsych
@DigitalBlonde
27. @TheWebPsych
@DigitalBlonde
Image
@GBChefs
|Chef
Sumayya
“People
want
to
show
off
but
they
want
to
share
their
experiences
of
great
food
too.
This
is
where
I
think
restaurants
and
bars
can
be
really
clever
in
making
the
most
of
their
clients’
tendency
to
use
social
media
wherever
they
are”
Eleanor,
Square
Meal
28. “Food
can
fit
into
so
many
categories
of
interest...
brands,
art,
luxury/treats,
social
events
and
that
is
why
it
gets
shared
in
all
these
contexts”
Research
ParQcipant
@TheWebPsych
@DigitalBlonde
Image
@GBChefs
|Chef
Paul
Ainsworth
29. Image
@GBChefs
|Chef
Andy
Waters
Is
it
a
sign
of
an
eaOng
disorder?
#FoodPsych
Tyler
Kingkade
(05/07/2013).
‘Instagramming
Your
Food
May
Signal
Bigger
Problem,
Researcher
Says’.
Huffington
Post.
hMp://www.huffingtonpost.com/2013/05/07/instagramming-‐food-‐problem-‐foodstagramming_n_3230129.html
According
to
Dr.
Valerie
Taylor,
chief
of
psychiatry
at
Women's
College
Hospital
at
the
University
of
Toronto,
documenQng
one’s
meals
to
the
point
of
obsession
can
be
a
signal
of
a
larger
dieQng
problem.
How
much
is
too
much?
If
every
Qme
you
go
out
you’re
focusing
more
on
the
food
(how
it
looks,
when
you
ate,
and
when
you’ll
eat
again)
rather
than
the
social
interacQon,
it
could
be
a
sign
of
a
potenQal
eaQng
disorder.
Nathalie
Nahai
“ ”
30. Image
@GBChefs
|Chef
Mark
Dodson
Can
some
good
come
of
food
sharing?
“I
hope
so.
I
think
it
is
Qme
we
stopped
moaning
about
the
fact
people
want
to
share
their
food
experiences.
Lets
uQlise
the
data
and
insight
it
gives
us
and
then
use
that
knowledge
to
make
change.
The
Feedie
app
is
a
start,
but
I
want
to
see
this
go
further.
I
want
to
see
how
the
food
sharing
habit
can
improve
the
mental
and
physical
health
of
our
naQon
and
get
food
to
those
here
in
the
UK
who
are
living
below
the
poverty
line.”
Karen
Fewell,
Digital
Blonde
@TheWebPsych
@DigitalBlonde
#FoodPsych
31. Image
@GBChefs
|Chef
Robert
Thompson
Karen
Fewell
@DigitalBlonde
Karen@DigitalBloindeMarkeQng.com
digitalblondemoments.tumblr.com
If
you
have
any
quesQons
about
#FoodPsych
please
get
in
touch
Nathalie
Nahai
@TheWebPsych
hello@TheWebPsychologist.com
thewebpsychologist.com
32. Image
@GBChefs
|Chef
Alan
Murchison
Massive
Thanks
To
@TheWebPsych
@DigitalBlonde
33. “For
me,
this
insight
is
just
the
start.
Over
the
next
year
I
will
be
researching
the
relaQonship
we
have
with
food
and
social
media.
My
studies
will
look
at
the
two
extremes
of
fine
dining
and
poverty
plus
everything
that
falls
in
between.”
Karen
Fewell,
Digital
Blonde
Image
@GBChefs
|Chef
Josh
Eggleton
Through
my
book
#FoodPorn,
I
want
to
explore
how
our
food
sharing
habits
can
develop
our
love
of
food,
improve
the
mental
and
physical
health
of
our
naQon
and
get
food
to
those
here
in
the
UK
who
are
living
below
the
poverty
line.
“
”@DigitalBlonde
34. New
Book:
#FoodPorn
Published
2014
Author
Karen
@DigitalBlonde
with
comment
from
Nathalie
@TheWebPsych