Food influencers play a significant role in online culture by introducing viewers to new foods and recipes. However, some experts, like the Guild of Food Writers (GFW), are concerned about the growing influence of food influencers and their potential impact on traditional food criticism.
Speaking to the BBC, Chetna Makan, vice president of the GFW, said that while there’s been an “explosion” of online food critics, she “doesn’t trust” the majority of them.
Makan, who is herself a content creator, expressed how difficult it is to become a food critic these days. “There are fewer food critics in print media because there is not much print media left,” she told the BBC.
With the backing of a respected newspaper and/or media organization, Makan claims that traditional food critics are unafraid to give their honest opinions.
Food Influencers’ Biggest Fears
Conversely, she suggests to the outlet that food influencers might be less likely to give an honest critique. According to her, this is out of fear they’re “not going to get invited the next time.”
She adds that the companies who work with influencers are also partly to blame for this, as they tend to prefer “over the top and animated” creators as opposed to “people with real knowledge and real graft and real insight into cuisines.” For Makan, online food critics’ brand deals are also problematic because, allegedly, influencers will support “every brand under the sun.”
“If it’s good, then definitely they should say it’s good, because why not? Somebody has worked hard to get it good,” she concluded.
“I think if they just add a little more honesty when they are visiting these places, I think that is definitely needed.”
As an independent creator, it’s understandable to fear that negative reviews can burn bridges. However, posting dishonest content is arguably the biggest bridge-burner of all between creators and their audiences.
