Episode 85: Dinner with a Side of Strategy

In this episode of Marketing Moves, we sat down with Emily Pentecost, the creator behind @thingsivebeeneating, built a social media following of over 170,000 across Instagram and TikTok—all while working full-time in legal marketing. In this episode, she shares how a personal food journal evolved into a viral content platform, thanks to consistent visual style, genuine voice, and a Cleveland-first mindset. From her haunted house restaurant video that hit 11.9 million views to partnerships rooted in personal values, Emily talks about the challenges of creating content in public, the power of community over competition, and what it takes to stay inspired without selling out. Plus, her must-visit spots for anyone hungry in Cleveland.

Over the past few years, food content creators have transformed the way we discover, experience, and engage with restaurants. Platforms like TikTok and Instagram are now the go-to sources for everything from hidden gem recommendations to viral pasta hacks. What once was the domain of food critics and Yelp reviews is now driven by creators with iPhones, authentic perspectives, and a knack for storytelling. These digital tastemakers aren't just showcasing meals—they’re shaping dining trends, influencing consumer decisions, and even supporting the success of small businesses.

In this ever-growing space, Cleveland’s own Emily Pentecost has carved out a loyal following as one of the city’s standout food content creators. Known for her brand @thingsivebeeneating, Emily has built an audience of over 170,000 across TikTok and Instagram—all while working full-time in legal marketing. Her journey from casual food journaling to viral success is proof that with consistency, creativity, and a community-first mindset, creators can build powerful personal brands that genuinely connect.

Like many food content creators, Emily’s story began with a genuine love of food and storytelling. A Cleveland native with a background in hospitality and marketing, she started snapping pictures of her meals as a creative outlet. But the turning point came during the COVID-19 pandemic, when social media platforms became a vital source of entertainment, information—and yes, food inspiration.

“I always say social media became the new search engine,” Emily explained. As she leaned into short-form video, experimenting with voiceovers, restaurant reviews, and a signature filming style, one particular post changed everything: a haunted house-themed restaurant video that hit 11.9 million views on TikTok. That moment helped her transition from personal content creator to professional brand builder.

The world of food content creators is increasingly competitive, especially on platforms like Instagram and TikTok. So how did Emily find her niche? By showing—not just telling—what the dining experience is like.

Her content blends point-of-view filming with a highly consistent visual style, including her recognizable “twirl” at the start of each video and bright red bubble headers that tell viewers what to expect. She’s not aiming for a polished, production-heavy look. Instead, she captures content on her iPhone to keep things natural and relatable—something that resonates with her audience and sets her apart.

“There are a lot of great food content creators in Cleveland,” Emily shared. “We all show similar dishes sometimes, but it’s about how you tell the story and connect with people.”

One of the most impressive aspects of Emily’s success is that it all happens outside of traditional work hours. By day, she works in event marketing at a law firm. By night and weekend, she’s out discovering Cleveland’s hidden gems, shooting content during dinner outings, and editing videos with whatever spare time she can find.

“It’s a fluid balance,” she admitted. “There’s no magic trick, but I do try to batch content when possible and keep editing simple by using in-app tools.”

Despite the demanding schedule, she stays grounded by only partnering with brands and restaurants she genuinely enjoys. That authenticity has helped her earn the trust of her audience, making her one of the most respected food content creators in the region.

As Emily’s follower count grew—currently approaching 80,000 on Instagram and 90,000 on TikTok—so did the responsibility. Recommending a restaurant can significantly impact a small business, and Emily doesn’t take that lightly.

“We thoroughly vet every restaurant we feature,” she said. “If we don’t love the food or the experience, we won’t post about it.”

It’s this integrity that sets her apart from creators chasing quick sponsorships or trendy viral moments. Her audience knows that if @thingsivebeeneating recommends a spot, it’s worth checking out. And that trust carries over to her brand partnerships, too. One of her most memorable collaborations? Partnering with Clear Choice Vision to receive—and document—her LASIK eye surgery, an opportunity she says changed her life.

Unlike some digital spaces, Emily says the Cleveland creator economy is more collaborative than competitive. She often connects with other food content creators at local events, pop-ups, and grand openings. While creators typically post their own content separately, there’s a shared understanding that everyone brings a different perspective—even when covering the same dish or location.

“We’re all working toward the same goal—amplifying Cleveland,” Emily said. “And we cheer each other on while doing it.”

That sense of camaraderie is especially valuable in an industry where creators are often left to figure things out alone. Emily notes that a lot of what she’s learned—especially on the video editing side—came from trial and error. Her best advice for new food content creators? Use social media itself as a resource. “Search within TikTok or Instagram for editing tips, trends, or best practices. Social media really is the new search engine.”

Emily Pentecost’s rise as a food content creator is more than a story about going viral—it’s a case study in how authenticity, community, and strategic creativity can elevate a side passion into a platform with real influence. In a world where anyone can publish content, it’s the creators who stay true to their voice and values that break through the noise.

For brands, her journey is a reminder that working with food content creators isn’t just about clicks—it’s about connection. And for aspiring creators, Emily proves that you don’t need fancy equipment or a full-time production team to build something meaningful. You just need a point of view, a little grit, and the willingness to keep showing up—even when you’re filming in a crowded restaurant.

As the creator economy continues to evolve, voices like Emily’s are leading the way—one delicious post at a time.