Food Influencers vs Critics: Why Credibility Counts
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Navigating the World of Food Influencing
When it comes to deciding where to dine, many are increasingly turning to social media influencers for inspiration. However, a recent Bristol-based study raises concerns about transparency within this realm.
Meg Houghton-Gilmour, a food writer and founder of The Bristol Sauce, conducted a unique research project by creating a fictional Japanese restaurant in Bristol and messaging 48 food influencers with inquiries about their services. She asked about pricing, guarantees for positive coverage, and disclosure of sponsored content.
Out of the 33 responses received, Houghton-Gilmour noted diverse quoted prices from influencers. Some offered content creation in exchange for free meals without any additional payment, while five even suggested posting without disclosing it as an advertisement.
UK advertising regulations mandate that paid partnerships and sponsored posts must be clearly marked with "#ad" or a platform's designated feature, including instances of free meals exchanged for content.
Houghton-Gilmour's research revealed the potential for misleading hype on social media before a restaurant even opens its doors. She highlights the insularity and repetitiveness of influencer recommendations within their circles.
Credibility and Authenticity
With over 135,000 Instagram followers and millions of TikTok views, Oscar Bostock, also known as Bos Finesse, is a prominent food influencer in Bristol. He emphasizes the importance of authenticity while acknowledging the distinction between influencers and professional food critics.
"I don't really like to review or criticise food—I'll leave that to the professionals," Bostock says. "At the same time, you need people like myself to just celebrate food."
Bostock values authenticity and has declined opportunities to promote establishments he doesn't genuinely appreciate. He distinguishes between being paid to say a restaurant is good and promoting a new menu or venue, underscoring his commitment to integrity in his content creation.