We all like to share the recipes that go well for us, especially if they are healthy and visibly more beautiful. However, it is possible that those who publish this content on social networks, later end up having totally different dishes. That’s the conclusion of a recent study from the George Mason University School of Health and Human Services.
The study , led by Hong Xue, analyzed hundreds of Pinterest users and influencers on this social network. The data found that there were users who liked the healthier posts, with more poultry, fish and vegetables, but in real life they made recipes that were high in fat, sugar and total calories. In other words, users were more willing to cook the less healthy recipes.
Post healthy recipes in exchange for “likes”
It is striking to see the differences between what users posted or liked and how they consumed the information. Social media users are more likely to post recipes that are socially rewarded with likes and shares .
It is also more common for anyone to follow the lifestyles established by celebrities and influencers that promote a healthier, lower calorie diet. But when it comes to recipes, users are more interested in preparing foods that are high in fat, sugar, and calories. This is where the researchers realized that people were commenting and posting photos of finished dishes with healthier recipes, even if later their eating trend was different.
There is a disconnect between popularity and engagement, because users are not taking the extra step from interest to action. That could have significant consequences for anyone trying to increase healthy eating behaviors through social media campaigns. Specifically, the study found:
- Engagement (commenting, sharing photos of finished dishes) increased as the amount of fat, sugar, and total calories in a recipe increased.
- The popularity (repost, like) of a recipe increased as the amount of poultry and seafood in a recipe increased.
- Analysis of comments on recipe posts revealed that users were more likely to comment on the taste of a recipe.
- Users were much less likely to comment on a recipe’s difficulty level (less than 8%) or its health attributes (less than 3%).
Pinterest could be a food benchmark
With a significant portion of the world’s adult population using Pinterest and recipe sharing is one of its most popular areas, the platform represents an unprecedented opportunity to reinforce healthy eating habits. We don’t mean that social media is a substitute for expert nutrition advice, but it could encourage better behaviors . As with fashion trends, for example.
If users engage with unhealthy recipes, then perhaps influencers should offer fat-reducing options as part of those recipes. It is obvious that health care organizations and experts have a role in providing healthier recipes that taste great, but not everyone wants to see a doctor about their diet.
To change perceptions, public health experts must make healthy food the gift, not the other way around. There are tremendous opportunities on social media to influence healthy behavior. Could social media guide users towards a balanced and healthy diet?
