Show me Your Recipe And I Will Show You Mine! Chefs Secrets to Engage Their Followers on Instagram

Social media has now become essential communication tool and is present in all sectors. Haute gastronomy, considered a highly experiential luxury field is no exception. Some starred chefs have therefore converted to social media as a means of communication to gain visibility in this highly competitive sector marked by the growing importance of culinary influencers. Indeed, social media, and in particular Instagram, provides channel which enables chefs to get closer to their customers, extend their media coverage to a wider audience and direct traffic to the starred establishment's website. A general trend towards consumption of culinary photos on social media has proved highly popular with Internet users in recent years. Food lovers represent 27% of Instagram's social network users, and the #Food hashtag is one of the most widely used since the platform's launch in 2010 (Digimind 2018).