What does it take to make a career as a food influencer?
With food blogging becoming a lucrative career choice, Vogue asked some experts to give their insights on how to break into the industry
There are over 333 million photos on Instagram tagged under the hashtag #food, and it’s no secret that millennials love to take pictures of their plates they eat before they actually stick a fork in it. One might think that only chefs and food critics shape their lives around a fondness for food, but social media has provided access to everyone else who does the same—proving that the culture of food may be one of the most inclusive ones ever.
Trying to understand the different aspects of the food industry, Vogue spoke to four popular food personalities about their passion for food and cooking and the different media platforms they’re using to showcase it. Ahead, they give us a low-down on how to be part of the ever-growing industry.
Learning to click the perfect Instagram picture
Shivesh Bhatia is a self-taught baker and the man behind the popular food portal, Bake with Shivesh. While he started sharing pictures on Instagram thinking it’s a photo editing application, he now has 175 thousand followers on the social media platform. Here, he tells you how to click that perfect food photo.
Favourite dessert: A freshly baked batch of chocolate chip cookies
What got you interested in food?
I have grown up in a family that is obsessed with food. There was always something baking at home, as my Nani was an avid baker. Nothing fancy, just simple chocolate and vanilla cakes. While growing up, I used to sit at the kitchen counter not really doing much, but just sitting there and watch everyone bake. That’s what got me interested in food and baking.
How can one learn how to click good Instagram food pictures?
This is something that takes a lot of practice, but I would suggest you keep at it. If you’re just starting out, don’t get caught up with props or fancy equipment, and use what you have at hand instead. Also, try and be more experimental; push yourself to do different compositions. Start observing and looking around—you’ll find so many backgrounds and props. Even something as basic as old photographs can add so much to your frame.
What tips would you give someone who want to start a food blog?
My first tip would be to not start with the aim of becoming famous or rich. The objective that you should have while starting your blog is to do something you are passionate about, that you feel you can share with everyone. Your aim should be to share something that is of value to people.
Finding the perfect balance
Ayesha Tanya of Goya Journal shares her insights on the importance of exploring different aspects of writing and food to find the balance between your passion for food and your work.
Favourite food trend: The growing number of women in food and how India is also getting excited about it.
How would you describe your website? How did it all begin?
I would describe Goya Journal as a platform where food meets culture. My partner Anisha Oommen was writing for a food magazine where I was a freelancer, and that’s how we met. We spoke about how we want to try new things and go beyond writings just reviews, but didn’t see any platform that spoke about home cooking or the different culinary traditions in the country. Goya is that platform.
What do you think is the best strategy to get more traffic to your website?
Be interested in what you’re doing, as it really makes a difference. At the same time, have your eye on what people are talking about, because those things matter too. Try and find the perfect balance between the two.
What advice would you give a beginner about taking the big leap?
It’s still a small industry, so take advantage of Instagram and other social media platforms. Use it as an aid for your blog. Write things that matter, but at the same time enjoy and explore more, because nobody needs to commission pages for you to actually write. It’s quite simple actually—if you put out good content, people will recognise it and appreciate it.
Being honest and true to yourself
Roxanne Bamboat began writing her blog, The Tiny Taster, as a hobby and now it’s her career. She tells us how important it is to stay true to your readers, bringing light to the fact that there aren’t any restrictions or formalities—which is what worked for her.
Favourite food trend: The whole movement with eating local, sustainable and healthy foods.
How much time should a beginner in the food industry spend on their blog on a daily basis?
I think in the beginning, don’t quit your job and don’t lie. It’s a free industry, so you can go with the flow and see where you end up. Talking about the amount of time, I feel like it depends from person to person, how much time it takes for you to write. It’s very personal and I don’t think there’s a strategy. I would recommend you have a content calendar or some sort of plan. It might be overwhelming initially because you’re not sure about many things, but once you get into the groove, it will come naturally to you.
Do you have any tips for someone who wants to start their own blog?
By all means, go for it. Don’t analyse and wait for the perfect moment. One very important advice would be to always be honest and true to yourself, because that’s when the readers will resonate to you.
If you had to point one common misconception about food bloggers, what would you think it is?
That we make a lot of money. The second would be is that we eat out every day. I wish we did, but we don’t.
Building your niche
Nonchalant Gourmand aka Nikhil Merchant started blogging at 20 and used it as a medium of expressing his art and craft. After being in the industry for almost 12 years, his insights are simple: build your strengths and make sure you continue to learn and network as you go along.
Favourite Indian dish: All Indian breads
What do you think is the best service a blogger can provide to their followers?
While it’s important to be original, I feel that building a niche is more important than anything else if you want to stand out. And that’s only going to happen once you recognise your strengths and build on them. Once you get that consistency on your platforms, it’s a sure deal that Instagram and other platforms will push it. But at the same time, try and explore new things.
Do you recommend new-age bloggers take courses or masterclasses to master their skills? Why?
Yes, I do. When I started out, social media was just coming up, so I really didn’t take any courses or learn about it. Also, there weren’t many experts on it at the time as well—we were all starting out together. I feel one is never too old to learn new things and skills. So I would suggest taking a masterclass to improve your craft; there are so many people willing to share their expertise.
What advice would you give to a beginner?
Firstly, get your own portal and have a unique name. Most importantly, be patient and make sure to network. That really helps.
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