Salivating while looking at food videos online is our favourite pastime, but what does it take for content creators to make them this appealing every time? Ajay Augustine and Priyanka Sharma answer.
Food blogging has changed a lot. Today, when you say 'let them cook,' you don't just mean about their recipes, but also their visually engaging videos that make us want to try them. Be it videos that are shot under mood lights, with soft, jazz playing in the background that makes cooking look like a motion art, or those upbeat videos that bring out every funky font while every chopping, stirring and plating becomes its own background music, cooking videos have evolved over time. These videos have surpassed the need just to look mouth-watering to something that’s aesthetically pleasing, ticking all the boxes that make your endorphins go up. You want to be pleased and thoroughly engaged, and love it when chefs or people sharing cooking videos experiment with their online videos. From framing the camera well, getting the lights right, to even making sure the end result communicates just that, there is a lot that goes into creating even the simplest videos.
Considering how cooking pages have shifted from their regular mill kitchen videos to irresistibly engaging Reels that make you want to save them for later, what does it look like for people involved in this space? Priyanka Sharma, a food blogger, and Ajay Augustin, someone who recreates the recipes he loves, are known for their eccentric videos around food that manage to get people's attention. They have managed to bring their own style to the videos without taking away from the focus on the food they want to share. For Sharma, it’s essential to infuse her videos with genuine feelings and experiences. She says, "It's about showing how excited I get about food, especially since I used to be shy. That excitement is real, and people connect with that.” Meanwhile, Augustin plans ahead so the video shoots go smoothly. He believes that this is a small yet significant detail that adds value to his videos. "When I show everything laid out clearly at the beginning, it gives the audience a much better idea of what I’m using and how much. They don’t have to pause or take screenshots — it’s all there, visually simple and direct."
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These creators are willingly taking those extra efforts to create a food video, apart from the obvious, perfecting a recipe. Their primary focus is to express their passion for food while multitasking to create an engaging video. This process comes with challenges that many people may not realize. For instance, one thing that plays a crucial role in getting any recipe right, timing. Imagine getting the cooking time right for each ingredient while you get the perfect shot that may only appear for milliseconds in the video. As someone who is known to work with recipes that require proper dedication and care, Augustin pointed out that there is a lot that he has to take care of, and managing to film without messing with the time is one. "Sometimes you need to add an ingredient and change the camera angle at once, which means moving quickly. There have been times I’ve had to turn off the stove just to get the shot right, but that can mess with the recipe. And if I don’t, things like syrups might over-reduce or get too thick. So, juggling the actual cooking with getting the right shots is a real effort, and it’s something that’s easy to underestimate.”
So, how do these creators plan and storyboard their videos before filming? Augustin, who enjoys creative direction, has a different approach and a clear vision before shooting. "Instead of turning to YouTube or recipe articles, I usually go straight to Pinterest for inspiration. How the food can look, how it can be plated, and the overall vibe. I download reference images and use this app called Freeform by Apple, where I create a sort of visual recipe book.” Whereas Sharma listens to locals, checks the place, and tastes the food. "If it's good, we film. Everything is spontaneous, no scripts. I share what I feel in the moment.”
Focusing on editing so the end food content is engaging enough for their audience is another important part of food content creation that creators care about. Editing always becomes crucial it helps these creators convey the emotions and narrative of their food experiences. Sharma says, “We prioritize incorporating feedback and learning from mistakes to improve our content. I build the recipe myself, add the Pinterest inspo, and lay it all out like a mood board. That gives me a solid creative direction before I even start shooting. Once that’s set, I just roll with it and bring that vision to life.” Augustine added how editing is important for his videos, especially since he has his own editing style that uses fonts, effects, and music that binds the whole video together. "It’s what ties everything together and makes it my own. I think if anyone is starting to make food content, it's better they learn the basics of editing on a professional platform.”
Everything we enjoy online is deeply motivated by our need to witness something visually pleasing, which soothes all our senses. We seek as much dopamine rush as we can from a 15-second video, which is also why we keep spending hours scrolling on our phones. Since they share stories around food on social media, content creators do their best to find a balance between authenticity and aesthetics when showcasing food. For Sharma, showcasing food is not just about creating visually stunning content, but also about staying true to her values. "My philosophy is simple, if I wouldn't proudly serve it to my loved ones, I won't share it with my audience. I believe in treating my followers like family, which means being honest and transparent about the food I feature." Rather than prioritizing pretty pictures, she focuses on sharing real, unfiltered experiences that showcase the true essence of the dish.”
But it's not the same for Augustin, who has worked to create visual aesthetics while making sure to present a well-plated dish to keep his audiences hooked. “Balancing authenticity with aesthetics can be tricky, but I think it really comes down to putting your own twist into a recipe — even if it’s unvalidated. If you like it and you believe it works, just show it to the world. That confidence builds authenticity. When you’re true to your style — whether it’s how you plate, use fonts, or shoot your angles — the aesthetics naturally follow. It becomes a part of your creative identity, and people connect with that.”
Considering how visuals have become a crucial part of content creation, it's clear that creators like Ajay Augustine and Priyanka Sharma have given other skills a chance while working on their passion for food. Their videos are more than just a recipe they love, and a result of putting all their skills to the test to create something that serves the 15-sec dopamine high we all crave. Their videos remind us of the invisible work that every food creator puts into a meal, which may have turned into our favourite that we can watch, save and try later.
What are your thoughts on food creators delivering stunning visuals? Let us know in the comments below.
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