The Dark Side of "Perfect Eating": How Social Media Shape Young People's Attitudes to Food

A DeTalks editorial study on social media and food.

Social media hold a special place in the everyday lives of young people. According to data from the U.S. Department of Health and Human Services, about 95% of teenagers aged 13–17 use social media, with more than a third doing so “almost constantly”.

Through photos, short videos and personal blogs, young people take in information about food, appearance, sport, and lifestyle every day. There is even so-called “food content” — recipes, restaurant reviews, “what I eat in a day” videos, diets, and body transformation posts.

To explore how this kind of content may shape young people's attitudes to food, DeTalks correspondents Yulianna Dudla and Kseniia Panchuk conducted their study.

Methodology and sample

The survey involved 108 people, mostly aged 13–18. Respondents from older age groups were also included to see how engagement with food content differs depending on age.

The questionnaire asked about participants' age, social media use and the food content they see on different platforms, as well as whether what they see affects food cravings, product choices, perceptions of “healthy” and “unhealthy” food, and attitudes to their body.

The study was conducted online from August 26 to September 1. The maximum statistical margin of error was ±9.43% (at the standard 95% confidence level).

Most participants said they spend 3–5 hours a day or more on social media. How often they saw food content, however, varied: some participants see it very commonly (44.4%), others only occasionally or rarely (37% and 8.3%).

The food content categories respondents mentioned most typically were recipes and cooking, healthy eating and nutrition, “what I eat in a day” videos, diets and weight loss, fitness and body transformation, restaurants and food reviews, as well as desserts and food trends.

A separate block of questions dealt with the emotional impact of social media: feeling guilty after eating, comparing one's eating habits with other people, and confusion about what one should actually eat. At the end, participants could leave a remark about their experience.

How algorithms drive appetite

TikTok and Instagram turned out to be the platforms where respondents most frequently encounter food content. It is here that users regularly see recipes, trends, diets, fitness videos and daily meal plans. YouTube and Pinterest were mentioned less regularly.

Modern social media work so that users don't choose their content — after interacting with a few videos, algorithms begin suggesting similar material. One respondent noted that when their attention was focused on food, the algorithms immediately “understood” what type of content to show next.

Survey participants also noticed time-based patterns in recommendations. One respondent, for instance, said TikTok starts showing more food videos specifically in the evening or at night. This is an individual observation, but it illustrates just how personalised an information environment can be.

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For some participants, visual content became a direct appetite trigger. One respondent, for example, noted that photos of food instantly make them want to eat something — so they try to avoid such images.

Algorithmic recommendations can thus create a closed loop: a person engages with a certain type of food content, the platform offers more of the same, food enters their field of vision more often — and, as a result, food-related thoughts and cravings multiply.

At the same time, teenagers whose eating habits and body image are only beginning to take shape may not realise that a recommendation feed is not a neutral reflection of reality.

Marketing on a plate: pseudo-expertise

Respondents noticed how influencers romanticise certain foods and eating habits for the sake of marketing. The fashion for iced coffee and matcha — or, conversely, strict high-protein and low-carb meal plans — is typically imposed as the only right way to live.

The rules of these trends continue to change, though. First, young people are urged to consume “at least 120 grams of protein a day”, and later the very same sources claim that 1–1.5 grams per kilogram of body weight is enough.

Since most bloggers lack formal training, their advice contradicts one another. The chaotic rotation of trends and the promotion of diets like “no carbs”, “low fat” or “high protein” confuse teenagers, make them doubt their habits and push them to change their diet for no good reason.

According to respondents, another pressure factor is public shaming over portion sizes, which online is most often aimed at girls. It forces teenagers to artificially restrict themselves and suppress the natural needs of a growing body.

Where the line lies between social media's benefits and harmful influence

The survey indicated that the influence of media platforms on eating behaviour is not clear-cut. For some respondents, social media remain a source of inspiration: they help find recipes, learn about nutrition, discover new foods and cook at home more regularly.

But this positive effect has a flip side. Some respondents said content makes them obsess over their body, compare themselves with other users and feel anxious about certain foods. At times, respondents rated the platforms' overall influence as negative, even while using them to find useful cooking ideas.

Participants paid particular attention to the normalisation of excessive thinness, pressure to limit portion sizes, and double beauty standards for men and women. One respondent even described how content about “wrong” dieting at age 12 marked the beginning of an eating disorder. At the same time, they stressed that they do not consider social media the only cause of their experience, mentioning the influence of family, stress and other factors.

So the main problem lies not in the existence of food content itself, but in where the line falls between inspiration and pressure. A food video can encourage someone to cook or broaden their knowledge of nutrition. Yet, the same format can turn into a tool for pushing diets, instilling fear of foods, and reinforcing the obsessive belief that one's body is not “right” enough.

So what is the dark side of “perfect eating”

The survey indicated that social media content can leave a deep mark on young people's mental and physical health. Popular formats like “What I eat in a day” create nothing more than a “wrapper of perfection”. Against the backdrop of these aesthetic videos, teenagers develop a stereotype that an attractive body must be thin (“vibes to be skinny”). Because of this, they feel shame, guilt, and anxiety over every product that does not fit the invented standard.

Following bloggers' advice on severely restricting nutrients can also have real physiological consequences. One respondent shared that strict calorie control based on online recommendations disrupted her menstrual cycle. All because internet trends often ignore the fact that fats and balance are crucial for hormonal health — not radical bans.

A healthy approach is still possible if social media are treated as an interactive cookbook or a source of guidance rather than unquestionable instructions. Survey participants emphasised how important it is to listen to one's own body's signals instead of blindly copying someone else's on-screen diet.

The study results also revealed a clear demand among young people for a change of direction in the media space. Teenagers need quality content in the spirit of “Body & Food Positivity” — free of judgment, the cult of thinness and retouching. Users want an honest dialogue about the fact that all bodies and needs are unique.

Tips for teenagers

1. Remember that influencers frequently promote products or diets for reach and marketing purposes.
2. Trust your hunger and fullness cues rather than “perfect” portions or meal plans from “What I eat in a day” videos.
3. Plan your diet with all macronutrients in mind (including fats and carbohydrates) — they are essential for normal development and hormonal health.
4. If you need to adjust your diet, consult doctors or certified nutritionists instead of searching for advice on TikTok or Instagram.