Popular food contest cements social media influence
This week, social media influencers proved a powerful point: their collective voice speaks volumes. In a trending food contest, they rallied behind a single contestant, demonstrating their ability to influence narratives, direct outcomes, and ultimately, win.
The second week of the challenge, however, turned into a full-fledged social media battle. The competition was fierce between contestants Kemelo Morupisi, who initially took the lead, and Ethel Olebetse.
It was a coordinated effort that led to a massive comeback. Morupisi, who had garnered 29,000 “wow” reactions, was eventually overtaken by Olebetse, who won with 33,000 “like” reactions.
The Hisense Ultimate Cook-Off Challenge, a “game night inspired” competition, became a fascinating case study in the power of digital influence. The rules were simple: contestants had to create a game night dish, snap a selfie with it, and post it online with specific hashtags to win a share of P60,000 in prizes and a spot in the live cook-off finale.
A host of well-known influencers, including Hey Nyenah, LebGee, and Ryan Ramonyepele, threw their support behind Olebetse. They treated the contest like an organized sports tournament, with one influencer even saying they were “attacking and middle fielding with the best.”
The outcome sparked a heated debate online. Critics argued that Olebetse’s win was not based on merit but on popularity and her connections with influencers. “Votes do not make a perfect chef,” one social media user commented. “Skills, passion and consistency do.”
They praised Morupisi as a “brand” whose name carries weight due to her hard work and unique culinary touch. Others, however, defended the win, stating that the contest was a popularity contest from the start and that it was simply a matter of who could mobilize the most support.
Regardless of the controversy, the strategy worked. Ethel Olebetse won an 8.6-liter Hisense Airfryer and, more importantly, secured her ticket to the live cook-off finale. The event raised a bigger question about the nature of modern competitions: are they about genuine skill or the ability to leverage a social media following?
The diverse opinions online show that in the world of digital influence, everyone has their favorite, and the lines between skill, popularity, and genuine support have become hilariously blurred.
