Behind the filter - Are Influencers Shaping Who We Are?
By Alice Au Yeung
Social media influencers have become new celebrities according to this generation, shaping not only new trends but also the identities of their followers.
Influencers shape not only perceptions of ourselves but also our purchasing decisions. The question is: how do their curated lives affect us, and why do we trust them so much?
Consider this: you are scrolling through Instagram, and you come across a popular influencer flaunting the latest fashion trends. It goes beyond simply appreciating their notoriety or fashion sense. According to studies, teenagers and younger people are more likely to be influenced by the lifestyle choices and attitudes of social media influencers. An American Psychological Association study mentioned that "exposure to idealized images can lead to negative self-perception and body image issues." When we see influencers showing their flawless skin, luxurious lifestyles, or perfect relationships, it’s easy to feel like we simply aren’t good or successful enough. This ongoing comparison can create a cycle of negative mentality and self-perception, where followers constantly have urges to change themselves so that they can fit into the unrealistic standard.
Furthermore, followers' identities are greatly influenced by the emotional connection they have with influencers. Influencers are seen as trustworthy and relatable since they enjoy sharing personal stories and experiences. They may embrace similar ideals or lifestyles as a result of this relationship, which will further affect how followers see themselves.
49% of consumers buy products at least once a month because of influencers.
Influencer marketing has become a new tool for brands looking to reach younger audiences. Statistics show that nearly half of consumers make purchasing decisions based on influencer recommendations. This is mostly due to the trust that influencers have built with their followers; people are more likely to believe in a product when it’s endorsed by someone they admire. The strategies used by influencers are designed to create an emotional connection with their audience. For example, as mentioned before, many influencers showcase products by storytelling in real-life scenarios, making them seem more appealing. When an influencer shares their experience with a skincare product while discussing their own skin struggles, it feels genuine and relatable. This kind of content encourages followers to make impulsive purchases driven by emotions like FOMO (fear of missing out) or the desire for social acceptance.
How authentic are these curated lives? Many influencers present an idealized version of their lives, making them seem perfect by using filters or editing tools to enhance their images/ videos. While some influencers strive for transparency or being relatable, others are misleading their followers into believing that their lives are flawless, or as they might say, being the “it girl”. A study published in the Journal of Consumer Research found that consumers are more likely to trust influencers who share both successes and struggles. However, the constant pressure that influencers feel in order to maintain a flawless online presence forces them to ignore/ not mention their challenges and difficulties online. This creates unrealistic expectations towards young people. Followers may feel insecure and dissatisfied with their own situation when they see influencers living glamorous lives. As someone who is constantly on social media, I know how simple it is to start comparing yourself with famous influencers. I believe that it is important to remind yourself that what we see online is sometimes only a highlight reel instead of the whole story.
Influencers now determine trends, impacting everything from political beliefs to fashion choices. For example, many influencers used their platforms to inspire their followers and raise awareness in social movements like Black Lives Matter and climate change activism. This raises concerns about the level of participation, even if it might be viewed as a constructive use of influence. Are followers only taking part because their favourite influencer also did, or are they actually aware of these issues? This societal shift towards influencer-driven narratives causes significant implications for public discourse. It makes it difficult to differentiate between actual activism and performative involvement since people may feel pressured to show their support before fully understanding the problems.
Many influencers promote sustainable products or raise awareness of mental health issues using their platforms for good. Although there are some advantages, they don’t take away from the overall impact of meticulously organized lifestyles that influencers have on how people develop themselves personality-wise or behave as consumers. Social media influencers have a big impact on how we define ourselves and how we make purchasing decisions. This is why, without a doubt, I believe that social media influencers shape modern-day identities and behaviour of consumers.