Vancouver-based influencer Laura Ullock documents an all-you-can-eat pizza experience in a video that would soon garner more than a million views. Creators like Ullock help drive traffic to local businesses as viewers trust their recommendations.

It was a 22-second video that changed the fortunes of a Hong Kong bakery in British Columbia.

Laura Ullock, a prominent food and lifestyle social-media influencer based in Vancouver, had heard about Unique Slow Rise Bakery, a small, family-run business tucked away next to a campground in the shadow of Shannon Falls, in Squamish.

Arriving unannounced one day this past spring, Ms. Ullock and her partner took a seat outdoors at a faded wooden picnic table. In a video later posted to TikTok and Instagram, she displays a small feast that includes he

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