Nikita Varma On Building Her Career As A Successful Food Blogger

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Nikita Varma

In this Digital world, your profile speaks volumes of the outstanding work you have done. What inspired you to become a blogger/ influencer?

Well, blogging was never on my cards, I always wanted to be a journalist. I have done my graduation & masters in Mass Communication and Journalism. I was working for the TOI app & one fine day I came across a few food bloggers while searching for some content for my story. It was drooling! After that somehow it became a daily routine for me to check on Instagram for just food pictures and then I also started following a lot of food bloggers. And this inspired me to create my page.

The name of your page ‘iamdatingfood’ sounds interesting to me. Why did you give this name to your page?

Well, I have always been around good food and foodies since my childhood! My mom is a great cook and all of us in our family are big-time foodies, which made food an essential part of my life. I wanted to keep some fancy name & this was the best name I could relate to.

What challenges do you face every day being an influencer in a country like India where people still think twice before taking up such unconventional career options?

Yes, even today it is very difficult to take up such unconventional career options in India, but my parents have been very supportive. But it’s little difficult to make everyone understand what my work is all about and how I earn money. It is generally assumed that I just click pictures of food and post it, which is just 10% of my work. The most challenging part is creating something unique for different kind of audiences & trust me it’s the most challenging part of my work. As many people in India are still unaware of this profession hence it becomes a little difficult to work at times.

In these times when every other person claims himself to be an influencer/ blogger, how do you keep up with the growing competition on the platform especially when you have difficult algorithms to beat?

Yeah, so every other person is trying to become an ‘influencer’ or ‘Blogger’. But the fact is people aren’t clear with the definitions. It isn’t just about posting on Instagram, one should know how to write and should be well versed about the trends and the cuisines. No doubt there is a lot of competition in the market but I believe in my content. I try to bring variations, according to the requirement of my followers and trends. I also travel to bring something unique to my followers. I have recently come up with my YouTube Channel too, where I am planning to create content not just around food but also about my life.

Is large following the only factor you need to be considered as an Influencer?

No, content is more important than the number of followers you have. The content should be informative and creative.

Is influencer marketing appropriate for every brand?

In today’s world everyone is moving to social media, most of the information we get is from these platforms. So, yes if a brand thinks that the type of audience they are targeting is there on social media, then they must go for it.

In this journey of blogging who all motivated you the most to fight against the everyday challenges?

There is a long list of people I would like to thank for being there to help me & especially support me mentally because sometimes it’s not at all easy. My Mom & sister always had my back, they have helped me from cooking to shooting videos or to accompany me to the events. My dad had always been very supportive too in terms of me taking up this unconventional career. I also have my team, which has played a major part in my journey. So, yeah these are the people who motivated me to work hard.

What advice would you like to give to the coming of age bloggers/ influencers?

I just want to suggest them to be creative, be natural, keep patience and work hard.

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