You are the one who has the power to decide the content direction on TikTok, removing harmful elements as soon as possible.
Besides the silly trends that users condemn, TikTok has recently made young people weary as everywhere they scroll, they see controversies related to TikTokers “evaluating” and reviewing restaurants and dishes.
Accordingly, many TikTokers build their channel content around reviewing and sharing experiences when visiting a restaurant or eatery. Initially, this was a job supported by many as it provided useful information, and it was even considered a promising new profession.
However, as more reviewers appear on TikTok, the content has become chaotic and difficult to control. Many reviews have distorted the truth due to receiving advertising money or intentionally trying to shock to gain views. Business owners and customers alike have to suffer unfortunate consequences from the irresponsible comments of TikTokers.
From the viewers’ side, how will they react when more and more review content appears on TikTok, which they cannot verify for accuracy?
Users Choose to “Block” Powerful TikTokers
Acknowledging herself as a TikTok viewer for over 180 minutes a day, Ngoc Lien is well aware of the recent controversies surrounding restaurant reviews.
From her personal perspective, she stated: “Depending on the controversial issue, I usually choose to side with TikTokers. Because I think TikTokers are also regular customers, they have the right to experience and express opinions. However, if I see this content appearing too much and rambling, I will scroll past or block it altogether.”
As for Quynh Quynh, she is quite harsh when TikTokers increasingly become “powerful illusions” and review poorly about a restaurant: “Opening a restaurant already costs quite a bit, and they invest a lot in their place. However, suddenly receiving negative feedback just because of the meaningless reviews from TikTokers is unacceptable. Whether the food is good or bad depends on each person’s taste, but the way you come to review negatively indirectly affects the restaurant’s business, which I do not agree with.”.
Being a content creator on TikTok, Viet Lam mentioned that he “keeps an eye” on the social media noise but is not very interested because it seems quite negative and does not provide any value for viewers. Viet Lam frankly expressed: “If I see videos about TikTokers reviewing restaurants that cause controversy, I will block, report, and not care at all.”
Sister Huyen expressed that since the “verbal battle” between TikTokers and a famous dessert shop started, she has continuously had to unfollow or press “not interested” due to too many “follow-up” contents. “TikTokers have the right to praise or criticize, but that is just personal feelings and does not carry the “power” that many people still think it does,” Sister Huyen said.
You Should Only Trust TikToker Reviews About 50%
After many incidents, everyone agrees that one should not trust 100% of the reviews and shares from TikTokers.
Food reviews have become popular because they are easy to make and easy to earn money. Their starting point is just regular customers, going to restaurants to enjoy and sharing their feelings with everyone. Over time, when videos appear in TikTok trends, many people tag friends to go eat, inadvertently turning those accounts into TikTokers specializing in food reviews. Of course, once they become famous, their authenticity must decrease as they will accept advertising for various brands and restaurants.
Because of this, more and more young people feel disappointed and waste money when following TikTokers to a certain location. According to Ngoc Lien, she has a habit of checking reviews shared by popular TikTokers before going anywhere. However, when she arrives, the experience is completely different, making Ngoc Lien extremely frustrated and losing trust.
“Most of the restaurants that many people review are often not as good as I expected. Of course, it is not bad to the extent that I can’t eat, but if I were to say to trust TikTok reviews, I think it should only be about 50%. My experience shows that anyone who praises a place too much or videos with the caption “must try” should be avoided,” Ngoc Lien said.
Having similar unfortunate experiences, Viet Lam shared: “I have eaten based on TikTokers’ recommendations, and many times encountered unpleasant situations, even wondering why this dish or restaurant received such positive reviews. But I am simple, if I don’t like it, I won’t eat there anymore, just that. Whether I will follow TikTokers in the future or not is up to luck. I think people should read comments to verify; strangers will give more objective opinions.”.
Being someone who enjoys watching TikTok and loves following the recommendations of content creators on this social media, Sister Huyen admits to having encountered many unpleasant experiences as reviewed.
“I hope you all can share new, better places, delicious restaurants,… but when I go directly, I am utterly disappointed. Not discussing food because it depends on taste, but some restaurants do not provide 5-star service as rated, and the prices do not match the quality. Or sometimes reviews make many places become unusually crowded, making it hard to have a good experience. From now on, my trust in those videos is only about 50% – 60%,” Sister Huyen said.
Stay Alert and Selective with Content
There are many comments suggesting that disputes related to food reviews could very well be a form of “dirty” marketing. Because, to some extent, the impact of the incidents builds the reputation for both TikTokers and restaurants, the ones who suffer the most are the viewers.
Viet Lam believes this hypothesis could occur; however, it would have a reverse effect on both sides: “Too much of anything is not good. Users today are also pretty critical and selective; if it goes in a negative direction like that, many people will feel annoyed and uncomfortable and will block right away. Historically, ‘dirty’ marketing has never been a good way to advertise.”
“I think so too; if using ‘dirty’ marketing, users will eventually boycott. I have noticed that issues that arise due to drama often end very quickly and leave no impression,” Quynh Quynh also strongly opposes such marketing tricks.
The reality is that although viewers have become more “vigilant” with TikToker reviews, being cautious when following noisy incidents to not be misled, there are still many people pursuing this profession. Besides, famous restaurants continue to invite TikTokers to advertise, placing their business fate in their reviews.
Discussing this, young people all agree that it is due to the herd effect. Although TikTok is a relatively new platform, it attracts a large audience. Moreover, controversial incidents always receive more attention than polished, quality content.
“In this digital age, there are many TikTok users. I may not be interested, but there will be other viewers who love it. Therefore, it is hard to avoid tricks because it brings some influence. I also think this job is easy to do; anyone can do it, and if they are lucky, they will become famous and earn well, so many people pursue it. But I hope TikTokers will share more fairly, clearly praise and criticize, and be truthful so that viewers can confidently experience it,” Ngoc Lien expressed.
Photo: Provided by the author