In the age of TikTok, Instagram, and YouTube Shorts, a single dish can rocket from local favorite to global sensation overnight. From butter boards to birria tacos, the food that dominates your feed often has more going on than just flavor. But what actually makes a dish go viral? As it turns out, there’s a science—and psychology—behind it.
Visual appeal: It starts with the scroll
Social media is a visual-first platform. According to a study published in Appetite, colorful and well-lit images of food increase viewer engagement and perceived tastiness—even before a single bite is taken. This explains why dishes like cloud bread and rainbow grilled cheese exploded online. They look good, even if they don’t always deliver on flavor.
Plating and styling matter, too. Drizzles, symmetry, height, and vibrant contrast help food stand out in a crowded scroll. Food stylist platforms like The Infatuation regularly spotlight dishes based on how photogenic they are, not just how they taste.
ASMR and sensory satisfaction
Another major factor is audio. ASMR (autonomous sensory meridian response) elements—like sizzling meat, noodle slurping, or crisp crunching—can turn a simple video into an immersive, addictive experience.
According to food psychologist Dr. Charles Spence of Oxford University, “multi-sensory experiences increase memory encoding.” In short, the more senses a food video stimulates, the more likely we are to remember (and share) it.
Nostalgia and emotional triggers
Some dishes go viral because they tap into shared memories or cultural nostalgia. Consider the return of Jell-O desserts, banana bread during lockdowns, or the rise of home-style dumpling tutorials. These trends trigger emotional comfort while offering a sense of communal participation.
Nostalgia is a proven marketing tool. A 2022 report from the Journal of Consumer Research found that nostalgic cues increase consumer willingness to try new products—especially if they connect to childhood or cultural identity.
Ease of replication and “I can make that” energy
Viral food is often something viewers feel confident trying at home. That’s why baked feta pasta, butter boards, and ice cream bread soared—minimal ingredients, simple steps, and strong visual payoff. The lower the barrier to entry, the higher the chance of replication and reposting.
Shock value and novelty
Some dishes trend simply because they’re shocking. Think hot Cheetos sushi, pickle cupcakes, or charcoal ice cream. The novelty factor pulls in views, especially when creators react on-camera. While not all of these trends have staying power, they often rack up millions of views in their peak window.
Influencer momentum and timing
Finally, timing and influencer exposure play a big role. When major food creators—like @newt or @emmachamberlain—engage with a dish, its visibility skyrockets. TikTok’s algorithm favors early engagement and video retention, so if a video hits fast, the trend spreads exponentially.
Food marketing expert Jessica Doolan notes, “Virality isn’t random—it’s engineered. When taste, aesthetics, and emotion intersect at the right moment, a dish has the power to transcend platforms and cultures.”
Conclusion: The formula for food fame
While there’s no exact recipe for going viral, the most successful food trends combine five key elements:
- Visual beauty
- Emotional resonance
- Sensory appeal
- Simplicity and replicability
- Strategic amplification
Understanding these factors helps explain why some dishes become global phenomena while others disappear into the algorithm. For creators and chefs alike, it’s not just about flavor anymore—it’s about designing an experience built to share.
