COMMUNICATION STRATEGIES AND PERSONAL BRANDING FOR FOOD REVIEWERS ON INSTAGRAM

Abstract

This research aims to explore the methods of content communication and personal branding employed by food reviewers on the Instagram platform. It is a qualitative study that uses content analysis of short video posts from three prominent food reviewer accounts: Ginmaiyood, Kinraideeva, and Bon_Appetitbkk. These accounts were selected based on having over 500,000 followers. The study covers a two - year period from January 2023 to January 2025, analyzing a total of 2,272 posts. The findings reveal that the communication strategies used by food reviewers can be categorized into five main areas. First, the reviewer - related aspect includes their personal style, appearance, and health maintenance. Second, the food - related content ranges from street food and hidden local spots to fine dining, shopping mall eateries, and dessert cafés. Third, the location aspect focuses on travel to the restaurant, its setting, atmosphere, and behind - the - scenes preparation. Fourth, the use of language and storytelling involves informal speech, engaging with restaurant owners, and consistent narration throughout the videos. Lastly, presentation techniques include specific camera angles, facial expressions, food sounds, on - screen text, and expressive voiceovers. In terms of personal branding, reviewers create memorable identities by offering exciting yet relatable experiences for viewers. They emphasize authenticity, showcase culinary knowledge, and present compelling narratives. These strategies help establish a strong and recognizable personal brand as food reviewers on Instagram.This study contributes to a deeper understanding of how food reviewers can effectively communicate and develop their personal brands on social media platforms.