Cooking videos. We all love them, don’t we? From quick how-to videos on making the perfect pasta or a snug, weekend binge of a gourmet chef preparing an intricate pastry, these videos seem to pull us in. And it’s not just us—millions tune in daily to food creators and foodie influencers on platforms like YouTube, TikTok, and Instagram. But why are food videos so popular?
And, more importantly, what can video marketers learn from the viral foodies and cooks out there?
1. They make complicated things look easy
@mobWe have 100s of 15 minutes meals over on mob.co.uk I promise you’ll love them, if you don’t I’ll personally apologise. Link in bio x♬ Come Inside Of My Heart – IV Of Spades
Cooking can feel intimidating, especially if you’re not used to it. But cooking videos break down complicated recipes into simple, digestible steps. Suddenly that daunting three-tier cake feels doable—thanks to clear instructions, real-time demos, and the ability to pause and replay.
Lesson
When you’re explaining something tricky, keep it simple. Whether it’s explaining a new product or business process, less is more.
2. They’re engaging
@eatingwithtod WHO NEEDS THEIR POUTINE FIX 🍗 Come with me to @Grizzlys for their grilled chicken sharing platters! From sticky Korean dipped chicken to jerk and southern fried wings! I’ve partnered with the guys at @Uber & Uber Eats UK help support independent family busineeses in London and they have kindly given you guys BOGO on the Growler burger meal, and 30% off on: Grizzlys Chops Chick Platter Wing Platter Dirty G Fries (Meat) Just head to the Uber Eats App to claim your order! AD 🌟 If you can’t take a date, take a mate! #burger #burgerlover #halal #burgers #halalfood #london #londonfood #foodie #londonfoodie #fastfood #londonrestaurants #chicken #grill #londoneats #londoncity #takeaway #foodreview #foodblogger #fyp ♬ original sound – Eating with Tod
Lesson
Use visuals to grab attention. This could be powerful testimonials, product demonstrations, animations or infographics. Good lighting, sound, and camera work are equally essential of course —a polished look goes a long way in keeping viewers’ attention.
3. They’re relatable
@streamonmax When you follow the recipe but it still turns out… different. #SelenaandChef ♬ original sound – Max
One reason we connect with cooking videos is that they often feature ‘regular’ people. Whether it’s a home cook showing us how to bake cookies or a pro chef explaining gourmet dishes, there’s a human element and a sense of relatability. They aren’t just selling a meal—they’re inviting us into their kitchens. Some even show their mistakes.
Lesson
Corporate videos don’t have to be stiff. Let your message be human.
Why not put your people front and centre? Get your employees on camera. Share user stories, or customer testimonials. They’ll put a face to your brand and can bring a warmth that formal business presentations lack. People connect with people.
4. They give instant gratification
The beauty of cooking is the immediate payoff. Most demos are fast-paced. A cake that takes hours to bake in real life is ready in 60 seconds on screen. With editing magic, the viewer feels an instant sense of accomplishment— “That’s it? I can totally do that!”
Lesson
We’re living in the age of “I want it now” (there’s no use fighting it, folks). For your corporate videos, think quick wins.
Get to the point, offer quick insights, and make sure viewers can walk away with practical benefits fast.
5. They inspire action
@poppycooks #AD Nothing quite like a cheeky brunch to bring your pals together – try my potato bagels with @philadelphia_uki for the perfect brunch ingredient 😍🥯 Buy a pack of Philly to win a VIP brunch for you and your friends 🙌 #Philadelphia #FriendInPhilly#PerfectBrunch #potatotiktok #bagels ♬ original sound – Poppy O’Toole
Cooking videos don’t just show you food. They nudge you to act: try this recipe. With high-energy hosts and step-by-step guidance, you’re encouraged to grab those ingredients, get in the kitchen, and have a go yourself. The visuals, excitement, and accessible demos are a natural call to action.
Lesson
B2B videos should inspire action too. Whether it’s encouraging your audience to learn more about a product, schedule a demo, visit a website or make a purchase, there needs to be a clear yet natural call to action.
So what’s the secret?
Cooking content works because it hits all the right emotional, visual, and educational notes. It gives people tangible takeaways, keep things engaging, feel authentic and personal.
For your corporate videos, it’s not that different. Here are the essential ingredients:
- Simplify the message.
- Use engaging visuals.
- Be human and authentic.
- Deliver value quickly.
- Inspire action.
And guess what? We know exactly how to do it.
Get in touch with our award-winning video team
Written by Sian Evans, Head of Video at Definition