The South African Social Media Awards (Sasmas) are at the center of a heated debate, as the nomination of Nara Smith for the coveted Food Influencer of the Year category has sparked widespread controversy and conversation within the digital community.
Nara Smith, a social media phenomenon with a staggering 9.2 million followers and 417.2 million likes on TikTok, has found herself at the heart of this storm. Despite her undeniable online presence, Smith’s nomination has raised eyebrows because she lives in Germany and has spent most of her life outside of South Africa. Born in Bloemfontein but relocated to Germany at just three months old, Smith’s connection to South Africa is primarily through her heritage, with a mother from Lesotho and a German father.
Critics argue that Smith’s international status makes her an unfit choice for an award meant to celebrate South African talent. Among the voices expressing discontent is influencer Khethokuhle “Kay Yarms” Ngonyama, who questioned the legitimacy of Smith’s nomination in a highly competitive local industry.
“We have so many food influencers in South Africa, and Nara is at the top of the nomination list?” Ngonyama voiced, echoing the sentiments of many who feel that the nomination overlooks deserving local talent.
Fueling the debate, social media user Dintle Dunn accused the Sasmas of leveraging Smith’s nomination for publicity rather than merit. “It looks like you guys added Nara for controversy so you can trend. I hate this part of social media marketing. There are so many local food influencers you could have chosen,” Dunn remarked.
Adding to the controversy is the absence of Onezwa Mbola, a celebrated South African food influencer who has amassed 839,300 followers and 7.5 million likes on TikTok. Mbola, known for her heartwarming meal videos and her rise to fame on MasterChef South Africa in 2022, was notably snubbed in this year’s nominations, despite her significant contributions to the food influencer scene.
Mbola herself has not remained silent on the issue, previously accusing Smith of copying her content. “Recently, I made a boba tea, and I was proud of that video. The next day, she made a boba tea video. You might say it’s a coincidence, except it happens often. People comment on my videos, saying I am the South African Nara Smith. How am I the South African Nara Smith when she’s stealing my content?” Mbola lamented, further intensifying the discussion around authenticity and originality in the influencer space.
As the Sasmas prepare for their fourth annual ceremony, themed “My World, My Story,” set for November 23 at the Focus Rooms in Sandton, Johannesburg, the debate around Smith’s nomination underscores a broader conversation about representation, authenticity, and the fine line between global influence and local recognition.
With over 700 nominations in just the first week, the Sasmas aim to honour the digital creators, influencers, and brands shaping the social media landscape. However, the controversy surrounding Smith’s nomination has spotlighted the challenges of balancing international acclaim with the need to celebrate homegrown talent, a debate that is likely to echo long after the awards ceremony concludes.
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