The Dilemma of the Nigerian Food Content Creator

Food content creation in Nigeria is a booming niche that blends creativity, the cultural diversity in the country, and a global food culture. The scene is however marred by ethnic prejudices and online bullying. 

Among the numerous discourses that populate social media in Nigeria, food is no stranger. From the beauty that resides in the diversity of Nigerian cuisine, to the culinary messiahship of street food, the flavours and textures that warm one’s heart till it melts, the food combinations that are argued to be top tier, and the needlessness of the experimental recipes in controversial cooking content, one will always find opinions and think pieces on food littered on social media. Despite the looming food scarcity in Nigeria, Nigerians are undeterred to talk about their foods and foodways.

Since the 2020 Covid-19 pandemic, there has been an upswing in social media usage across the world. While people were in their homes observing the lockdown, they turned to social media to connect with the world outside. It also doubled as a tool for entertainment and distraction from the grimness of the situation. Consequently, content creation began to grow. Culinary and other food-centric content creation was among the niches that began to burgeon. This content niche also finds fecundity in Nigeria, particularly, as a country filled with chronically online people to whom food is significant. While the niche mostly shows food bloggers pioneering kitchen trends, experimenting with ingredients, making alternative meals, and introducing hacks that their audiences are inspired to try out, the Nigerian broad online audience base creates room for other uncharted paths like food photography, critiquing, tourism, storytelling, and art.

Unfortunately, this dwelling of culinary creativity would be flawless barring some excrescences. Content creators find themselves being bullied by content consumers for using techniques they consider non-standard when making local Nigerian dishes. It is becoming increasingly common for situations like these to heighten into tribalistic frenzies thanks to the wave of ethnic prejudice that came with the 2023 elections. Many creators’ comment sections have become fairs where chauvinistic social media users trade expletives. Adding the distasteful comments about other people’s local cuisines and food preferences, including the occasional failure of food content creators to put their best ethical feet forward in terms of research and effective communication to the mix, one sees toxicity brimming in this space...