According to the Guild of Food Writers, content creators should be more honest in their food reviews. With platforms like Instagram and TikTok booming with food content, Chetna Makan, vice president of the Guild, believes a lot of this material is exaggerated, lacking the depth of traditional food critics.
Cara Jackson, a Northern Ireland content creator, mentions that not all creators have the same approach. While some seek attention through outrageous content, she aims to provide honest feedback.
Makan expressed concern over the influx of creators making food videos online and noted that she finds it hard to trust many of them. The Guild comprises professional food writers and broadcasters in the UK, including authors and journalists.
Makan, who authored eight cookbooks and is also an online creator, pointed out the challenge for newcomers trying to break into traditional food journalism. She noted that the decline of print media means fewer food critics exist today. Independent creators often fear that honest negative reviews could exclude them from future invitations at restaurants.
This fear is understandable, as brands often gravitate toward creators who produce flashy content, potentially overlooking those with genuine expertise. These popular creators can land brand deals that may not necessarily align with authentic reviews, causing concerns about credibility.
Cara Jackson manages @nifoodreviews, which has over 50,000 followers. She feels responsible for giving her audience reliable insights since they often rely on her reviews before spending their money at restaurants. While she doesn’t aim to deliver negative reviews, she openly shares disappointing experiences.
She believes both influencers and traditional critics have their places in the food review landscape. Many people look for user-generated insights about casual dining spots on social media, making it a vital source of information.
Makan emphasizes that constructive criticism can benefit restaurants, recognizing the effort put into good food. She advocates for creators to adopt a more honest approach in their reviews, which can ultimately guide better dining experiences for followers.
Restaurant owner Ashley French describes influencers as a “mixed bag.” He acknowledges that while some are genuine, others seem more interested in perks. His restaurants prefer letting paying customers fill the seats rather than relying on influencers for promotion. He finds that word-of-mouth recommendations hold more weight in attracting diners.
Content creators Johnny Mooney and Ben Kane, known for @foodandcraic, do not see themselves as critics. They post about enjoyable experiences and believe their visual content provides a more rounded view than traditional writing.
Cara Jackson also emphasizes the importance of honesty in paid promotions. She refuses to endorse anything she doesn’t like, regardless of compensation. The integrity of reviews is crucial, especially as influencer marketing grows.
Ed Senior from the Advertising Standards Agency highlights that influencer marketing aims to create relatable advertisements. Transparency about paid promotions is essential, as it holds creators accountable for making fair and accurate statements about products.
