Discover the three major trends revolutionizing Africa's food industry on social media in 2025. From viral TikTok videos and trending sounds driving discovery, to meticulously curated feeds that build strong brand identities, to educational tutorials establishing authority - this analysis provides communication managers and marketers with actionable insights and real-world examples from successful African food brands. Learn how to leverage these trends to create authentic, culturally-relevant content strategies that resonate with African audiences and deliver measurable results.

When it comes to food, Africans are kings and queens. It’s just our thing.

And currenly, everyone online is talking about jollof, mafé, matcha… (yes, I said matcha).

Restaurants, cafés, chefs, and food creators are shaping thriving social media communities. From #FoodTok to Instagram recipe feeds, food culture has carved out its space on the continent.

And let’s not forget: the food industry contributes 35% of West Africa’s GDP alone. It’s both an economic powerhouse and a cultural pillar.

If you’re a communication manager or marketing professional working with food brands, these insights are for you.

What is better than on-the-ground observations that you can apply immediately to your strategy?

In this analysis, I dive into the three major social media trends shaping Africa’s food industry right now, with local brand examples and strategy notes you can steal for your own campaigns.

What you’ll find out:

Why TikTok videos and reels are a goldmine for food content
How curated feeds elevate brand identity
The role of tutorials in building authority and trust

1. Trending reels and viral TikTok sounds are key for discoverability

While traditional ads still appeal to some, short, relatable food videos set to trending audios are stealing the show.

Audiences love and want humor, POV shots, and content that feels like it could have come from their own kitchen.

Here are my top picks with their followers count to serve as examples:

MyFood by Hilda (1 M): Nigerian Chef Hilda’s homemade restaurant brings humor from her kitchen to the web with fun POV Reels on Instagram.
Vida e Caffe (72k): The world-renowned South African coffee chain thrives on UGC, collaborations, and limited-edition product launches amplified by creators.
Kahawa 1839 (20k): The Kenyan-American brand captures coffee culture with relatable work-break POVs and lifestyle-inspired clips.

Why this works:

TikTok and Instagram algorithms reward short-form video (link). Users reward authenticity. Trending audios multiply reach, while relatable storylines invite easy engagement (likes, shares, comments). For brands, this means organic awareness at scale, without necessarily scaling their ad spend.

2. Curated feeds, curated feeds everywhere

If you want to attract the right kind of foodies, your visuals must speak to their stomach. And eyes.

Across Africa, food brands are mastering the art of aesthetic feeds that build brand identity.

My top picks for your reference:

aistou_cuisine (171k) and kelibacafe (20k): Senegalese chef Aissiatou and Dakar’s Keliba Café stand out with color-rich, harmonious feeds that sell more than just a meal: they invite you in their universe, and offer an experience that opens up through the screen.

Bacha Coffee (232k): Morocco’s globally renowned coffee house treats Instagram like a luxury magazine: premium photography, vintage vibes, and timeless storytelling. I was so enchanted by their feed that I couldn’t believe it was all just about coffee!
smokeypann (69k): Known for his cinematic black-table setup, this American-Nigerian chef turns TikTok recipes into visual art.
Bomaye (36k): A Paris-based Afro-burger sensation, embracing chaos with intention. Bomaye’s bold and colorful feed celebrates African culture through over-the-top and stylish mamans, traditional prints, and fiery campaigns.

🔍 Why this works:

Curated feeds translate to visual cohesion and brand differentiation. They help brands stay recognizable, memorable, and premium. For communication experts, this is the difference between looking like “just another café” and building a strong lifestyle brand people want to follow, engage with, and Snap about.

3. Ol’ good tutorials never disappoints

If you believe that educating your audience through videos is too last season, think again.

In Africa like in the West, when people want to cook, they don’t flip through kitchen manuals anymore. They go on YouTube, on blogs. And now, even on TikTok.

Nowadays, tutorials are more than ever the fast track to building authority and trust in the food space.

My examples on the ground:

Delicious Disaster (291K): Chef T’s (@diaryofafoodlover on Instagram) Nigerian YouTube cooking show thrives on raw, entertaining recipes.
Sisi Yemmie TV (1M): With her growing YouTube channel, Yemisi has built a household name around Nigerian food, challenges, and vlogs.
Moribyan (5.3M): The Libyan-Moroccan FoodTok star dominates with clean and healthy Mediterranean-inspired recipes.

🔍 Why this works:

YouTube is quietly replacing traditional TV in Africa, especially among Gen Z and millennials. TikTok, meanwhile, doubles as a recipe search engine.

Tutorials build credibility, nurture community, and position brands as authorities. And once trust is earned through free, valuable content, conversions (products, courses, or experiences) come naturally.

Wrapping it all up

Three big trends are shaping food marketing in Africa:

Short-form video and trending sounds for reach and relatability.
Curated, aesthetic feeds for brand-building.
Tutorials for authority and loyalty.

The takeaway? Africa’s social media landscape is unique. Success comes from understanding the local reality and listening to what your audience is already saying in real time.

If you’re a communication professional working with a food brand, now is the time to tap into these trends with localized, data-driven strategies.

I’m a Social Media Strategist and Manager, and I help communication teams design content strategies that resonate with African audiences and deliver results.

If you want support you can trust, book a call with me today to explore how to position your brand for success.