This article appears as part of the Food Matters newsletter.
At any given event celebrating the opening of Glasgow’s latest, restaurant, bar or hotel, you’ll find the room split into two camps.
It’s not a physical separation dictated by seating plans or velvet ropes, and yet, there’s no mistaking who is who as drinks are poured and parties are shown to their tables.
There’s the journalists, and the influencers.
If you’re not sure what differentiates between the two, this week let me use this newsletter to shed some light on the matter.
Identifying characteristics of a journalist include a somewhat frazzled appearance (the result of an ever-present deadline on the horizon), an air of social awkwardness, and a worse for wear iPhone clutched tightly, its notes app full of frenzied points to remember for the morning's write-up.
READ MORE: The garden centre cafe receiving rave reviews from Scottish food bloggers
Influencers, on the other hand, sweep in on a perfectly groomed wave of glamour, poised for any photo op and armed with specialist recording equipment to illuminate even the moodiest of dining rooms in the name of content creation.
Before we go any further, I’d like to make it very clear that this is not a takedown of these social media-savvy internet starlets.
Actually, it's quite the opposite.
I’ll be the first to admit it’s all a little ‘Black Mirror’ when Instagram handles are shared before first names or bemused venue staff wait patiently for small plates and elaborate cocktails to be photographed from every possible angle before retreating to the kitchen.
But the proof, as they say, is in the pudding.
READ MORE: The 'hidden gem' restaurant serving authentic Chinese food in a Scots shopping centre
I’ve often searched for posts from the influencer type who was seated next to me the night before and served the exact same meal, only to be left well and truly flabbergasted by the glossy videos they’ve produced.
In comparison, you’d be forgiven for mistaking my editing skills for that of a well-meaning, but technically challenged toddler.
I am working on that, I swear.
And while it’s easy to bash content creators, or blame them for a follower-count-fuelled downward spiral of society, I’d ask you to consider the likes of the Mystery Diners, a duo who have created an entire career and business model from Instagram reviews.
Or perhaps the countless restaurateurs and café owners who are eternally grateful to have ‘blown up’ as a result of TikTok.
It would be naive to underestimate the impact that these social media influencers have on Scotland’s food and drink scene or dismiss what they do as easy work.
I’m much happier to earn my invite through writing, but in my eyes there’s space at the table for all in this multimedia age and hope we’ll continue to dine in harmony for many years to come.
Who knows? Maybe I'll even pick up a few much needed editing tips along the way.
You can find the full interview with the Mystery Diners here or read about the influence of social media on Scottish chefs like Salt & Chilli Oriental’s Jimmy Lee here.
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