Following Black influencers

At 6 feet, 6 inches, Dominic Brown could be mistaken for a professional basketball player. While the native Virginian did play college ball, these days he gets recognized around his Richmond hometown for his food-focused Instagram account. 

Brown’s Instagram account and blog, @talltraveleats and Talltraveleats.com, spotlight his favorite restaurants in Richmond and beyond, an endeavor he started after college. After moving to California and then Nebraska for college, he explored the surrounding areas, sparking his interest in travel. Since then, Brown has traveled to 40 states and more than a dozen countries, documenting his favorite dishes along the way. 

“I wanted to use my story of exploring and trying
intriguing cuisine to inspire others to chase their dreams,” Brown said. “The best part about my job as a travel and food blogger is experiencing new things, eating unique cuisine and creating unforgettable memories when I travel both domestically and abroad.” 

Las Vegas-based content creator Sierra Redmond also gravitated toward social media to document her food and travel experiences, both at home and afar. She goes by @iamsierrared on Instagram, and she also runs the family travel and lifestyle blog Thedailyimpressions.com.

Redmond started her journey in Miami eight years ago. She’d planned to use her degree to pursue a career in
traditional journalism, but with a husband in the military and an unpredictable schedule, she turned to freelance content creation to spotlight Miami’s vibrant culture. 

“Miami has so much food, culture and endless things to do, and I put it all on my blog and Instagram every week,” she said. “I started pitching local tour companies and hotels, and the rest was history. I found my own way to continue my work in media, keep my creative control and make money while being a stay-at-home mom.” 

In one of the country’s top cities for food, New Yorker Mitzie Louis regularly posts engaging content under the handle @frencht0asty to over 91,000 Instagram followers. Louis said she’s had an Instagram account since the platform launched but realized in 2019 that she could earn income from sharing her favorite restaurants. 

As more travelers turn to social media apps when planning their trips, Black influencers have become essential local guides to the often less-publicized restaurants and cultural sites in Black communities. 

The influencers featured in this story, all of whom prefer to be called content creators, are often on the pulse of the latest openings, new menus and underrated restaurants that may not get exposure from traditional media.

Brown said content creators like him helped keep many Black-owned restaurants operating after the pandemic shutdowns. He made it his mission then to highlight local, Black-owned restaurants, efforts that got him featured on a local news channel for his work to boost tourism. 

“I filmed food vlogs, wrote blogs and made ‘top lists’ to help bring in customers,” he said. “In addition to increasing engagement, my marketing and content creation helped numerous restaurants in Richmond and the neighboring counties attract new customers.” 

Louis said that in December 2023, she and a friend visited a Haitian-owned restaurant in Brooklyn, Kravings Kafe, where “the hospitality was amazing. 

“I posted a video, and it blew up,” she said. “The business got a lot of support and customers from that. And honestly, that made me so happy. Even though I posted the video a year ago, it’s still blowing up as we speak.” 

Redmond’s content is also inspiring people to explore a side of Las Vegas they might not be as familiar with. 

Last year, during Black History Month, she created a series highlighting Black-owned restaurants in the city. Those videos also generated a lot of views, which Redmond attributes to people not usually associating Las Vegas with soul food or Black-owned establishments. 

“The restaurants all saw a boost in customers and followers,” she said of the places she featured. “My job is just to make sure that people are aware that these small businesses exist. It was something that I am proud of and hope to continue this year.”

Finding and sharing welcoming destinations

Though likes and followers are important metrics, Redmond said that content creators like herself are also essential in informing Black tourists if they are welcome in a travel destination.

Black travelers often turn to social media to research a destination before booking a trip, scheduling a tour or visiting a restaurant. A report titled “Black Travel Today,” released by Tripadvisor and Group Black, a media company committed to connecting brands to diverse audiences, found that 70% of the 2,033 Black respondents were inclined to choose destinations that openly promote inclusivity, and 40% responded that they are more likely than the general population to consider safety. 

“Some destinations where we are not always represented in the marketing materials, people wonder if they will be safe or accepted once they get there,” Redmond said. “It isn’t until they see other black creators at a ski lodge, exploring the outdoors or having a luxury experience that it feels attainable for them, as well. Creators are essential for not only showing consumers what destinations are out there but also helping travelers realize how they can feel comfortable spending their dollars.”

As Black influencers’ role in the travel industry increases, Redmond said, travel advisors and tourism boards should look to partner with those content creators, especially when building personalized itineraries to reach more Black travelers. She currently works with tourism boards, including Visit Jacksonville, Visit Oklahoma City and Travel Nevada, and with hotels and restaurants, on their marketing and social media.

“There’s a huge opportunity for travel agents, tourism boards and content creators to work together,” she said. “On several occasions, I’ve had people reach out and tell me that they traveled to a destination they hadn’t considered before or tried something new because I mentioned it on my platform and inspired them to do it. Who is a better spokesperson for a city than a local creator who knows the ins and outs?” 

And as more travelers seek authentic experiences, Black content creators can be valuable partners in spotlighting underrepresented restaurants and destinations. 

“We need content creators, period,” Louis said. “While there are things like Google and Yelp, I want to see the videos, the pictures and the experiences of what there is to do in said places. Content creators know how to provide compelling media to make someone want to visit a restaurant or destination. They also help us see the world through a different lens.”

Redmond said she likes seeing other content creators flourish, and having more Black culinary content creators is better for audiences. Since Black food traditions and restaurants vary by region, increasing the number of Black content creators helps showcase the diversity of Black cuisine. 

“Like other cultures, food is a cornerstone for Black families,” Redmond said. “But Black cuisine isn’t a monolith. You can learn so much from what a person eats and how they prepare it. Being Black in New Orleans completely differs from being Black in Southern California. We can learn to appreciate and celebrate the similarities and differences within our food cultures.”

The hard work of a content creator

As passionate as these Black culinary influencers are, they say the content creation, like other careers, has its highs and lows, especially given the uphill battle they face in terms of representation. 

“The best part of my job is having fun at work, bringing
my friends and loved ones along the journey and creating memories,” Louis said. “But I’ve also faced many challenges as a Black content creator, like feeling like I’m not good enough and places not wanting to take a chance on me because they felt I didn’t have much to offer for them.” 

Brown agreed, saying that when he first started, it was difficult to get any kind of partnerships or collaborations. Black content creators, he said, “get the least number of paid partnerships.” 

They are also paid less than their white counterparts. A 2021 study by the public relations agency MSL and The Influencer League found Black creators overall make 35% less than white influencers, primarily due to the industry’s lack of pay transparency. After publishing the study, MSL pledged to partner with The Influencer League to create initiatives for Black content creators, including a scholarship fund and a curriculum for setting rates and negotiation. Though steps are being made to close the gap, an industrywide correction may take some time. 

Influencers also face the misconception that content creation is “easy work” or that anyone can do it. Most people only see the finished product, Brown said, but there are hours spent filming, editing and keeping up with the demands of a competitive industry. 

Redmond agreed, saying that from the outside, it may look like influencers are just “posting online,” but they are utilizing a diverse set of skills. 

“Content creators are creative directing, project managing, shooting and producing content to hopefully inspire even one person or change the trajectory of one business,” she said. “Every day, I use my undergraduate degree in multimedia journalism and my masters in travel and tourism to bring my audience and industry partners content.”

Their favorite places to eat

Despite the challenges, Black culinary content
creators have found an audience and play an essential role in spotlighting Black-owned restaurants. 

The National Restaurant Association reported that in 2022 roughly 9% of restaurants in the U.S. were Black-owned. Black content creators are often the bridge that diners need to discover these restaurants. 

For people looking to discover some of New York’s Black-owned restaurants, Louis recommends Puff’s Patties for Jamaican fare like beef patties and coco bread. For brunch, she said to head to Savoi Latin Bistro for red velvet waffles and fried chicken and waffles. For
elevated dining, Louis recommends checking out
Native Restaurant & Lounge for its jollof spaghetti or making reservations at S’Aimer NYC for curry chicken. One of the best aspects of creating content, Louis said, is helping local restaurants attract new customers. 

In Las Vegas, one of Redmond’s favorite places to eat is Court Cafe, which serves soul food like shrimp and grits and catfish po’boy sandwiches. She also recommends Philly Freeze Me, where you can get nondairy frozen treats in flavors including strawberry shortcake, peach Bellini and spicy, sweet mango. 

Brown said the Richmond area is one of the country’s top areas for Black-owned restaurants, with more than 80 such eateries. Brown’s favorites include soul food spots like Lillie Pearl and Mama J’s Kitchen, which serve staples like mac and cheese and fried chicken. If you want to satisfy your sweet tooth, Brown said, head to Ruby Scoops Ice Cream & Sweets, where his favorite ice cream flavor is hot honey cornbread.

—M.W.