Chetna Makan, who serves as the Vice President of the Food Writers Guild (GFW), believes that online content creators need to prioritize honesty in their food reviews. She expressed concerns that many online reviews lack the depth and expertise provided by traditional food critics. While platforms like Instagram and TikTok have seen a surge in food-related content, Makan emphasized the importance of authenticity and genuine insights in these reviews.
Cara Jackson, a content creator based in Northern Ireland, echoed Makan’s sentiments by stressing the importance of honesty in her reviews. Despite the growing trend of over-the-top content, Jackson strives to provide genuine and unbiased feedback to her followers. She highlighted the responsibility that influencers have in shaping public opinion and influencing consumer decisions when it comes to dining out.
Makan acknowledged the challenges faced by aspiring food critics who are looking to establish themselves in the industry through traditional media outlets. With the decline of print media, she pointed out that independent creators may feel pressured to produce positive reviews in order to secure future collaborations with restaurants and brands. This discrepancy in incentives may lead to a preference for creators who produce flashy and exaggerated content over those who offer genuine culinary expertise.
In the realm of influencer marketing, Ashley French, the owner of restaurants French Village and Orto in Belfast, emphasized the importance of authenticity. While influencers can help amplify a restaurant’s visibility, French noted that word-of-mouth recommendations from satisfied customers hold more weight than social media endorsements. He emphasized the value of genuine feedback and the need for influencers to uphold their integrity, even in paid collaborations
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