I can see how food brands can jump on Instagram video recipes. In 16s or less, they can demo their products, show how to mix ingredients together and lead you through the steps towards a tasty meal.
This is not yet a trend, through. For now, only an enthusiastic Dutch cook has taken to the platform to host his "Bart Fish Tales" Instagram video series. So far, the series is only moderately popular, but it being an incredibly easy way for brands to do something useful both for their audience and for their brand awareness, we've probably see more of this content format pretty soon.