Food & Drink Learning Content Flourishes on Facebook

For years, Google (or competitor search engines) was likely the first stop for people looking for do-it-yourself or how-to guides on myriad subjects. But these days users are increasingly hitting up social media platforms for this kind of learning content, as research from Tubular Labs shows.

The company’s recent Social Is the New Search report reveals that learning content averaged significantly higher engagement and views than platform-wide content across platforms in 2024 for a variety of categories. Below, we dive into some of the highlights found across the food & drink vertical on Facebook. 

• Looking at the top Facebook topics within food & drink learning content, DIY is the fourth most-viewed topic but only the ninth most uploaded. Tubular notes that “this indicates a growth opportunity for creators who use DIY-related terminology in the labels, captions, hashtags, and verbal scripts of their videos.”
• Within the food & drink category on Facebook, learning content averaged 13K more views per video than platform-wide content. 
• Influencers earned 11.2% more views and 6.7% more engagements per video on food & drink learning content vs. platform-wide content. 
• Buzzfeed stands out when it comes to food & drink learning content, averaging 60.5% more views per video within the topic, compared to platform-wide food & drink content.