"Eyes eat first, and a compelling image of the fried chicken sandwich is just as important as the words describing how perfectly seasoned it is," said content creator Jordan Curtis.

If you’ve ever scrolled Instagram or TikTok and found yourself captivated by a photo of a beautiful burger or a video of a salad being perfectly plated, then you understand the importance of social platforms in the food world these days.

I’m a traditional restaurant critic in Austin, Texas (I write for the city’s alt-weekly, the Austin Chronicle), and as an old-school food journalist, I sometimes feel that I’m expected to roll my eyes at the rise of influencer culture and dismiss digital creators as less-important parts of the 2025 media ecosystem.

For the record, I don’t feel that way. I’ve met and talked to many insightful and talented content creators who help highlight lesser-known restaurants and make it easier for viewers and followers to find great places to eat in their own communities.

That said, when I read stories about places shutting down operations because of TikTok posts — as happened with a Seattle sushi restaurant that temporarily closed after mega-popular TikToker Keith Lee posted a video that appeared to show something moving on a piece of sushi, a claim that Lee didn’t officially confirm but also didn’t deny— I find myself wondering whether social media “food critics” should adopt some ethical rules that can help viewers get the most transparent and accurate information possible.

The future of TikTok in the United States may be highly questionable at this point, but there’s no doubt that social platforms will continue to play a huge role in food media.

To answer questions about how influencers drive restaurant traffic, whether traditional critics and journalists are still relevant in this current digital age, and how different types of media can work together to best serve their dining communities, I spoke with a group of content creators and writers. Here’s what they had to say.

Content creators provide relatable and visually appealing feedback that make it easy for viewers to connect.

When browsing social media, most people are on the lookout for eye-catching visuals and engaging stories that can be easily folded into a less-than-one-minute video clip. Food content tends to fit both of these interests quite neatly.

Brian Lee, a content creator who highlights the diversity of the New York City food scene via Righteous Eats on Instagram and TikTok (over 650,000 followers between the two platforms), put it this way: “The main value that food creators bring is authenticity and immediacy. When you watch someone check out a restaurant, the best creators make it feel raw and unfiltered, as if you’re sharing that exact moment with them. They present food in a way that’s accessible to everyone, whether it’s a hole-in-the-wall spot or a trendy new dish. It’s perfectly imperfect and real.”

That candid and unedited vibe helps viewers feel like they’re in on the conversation rather than being lectured to by high-brow gourmands. “In a way, social media is the great equaliser, giving anyone a platform to weigh in with their opinion,” said

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