Influencers pay the price for fame
The world of influencer marketing ushered in unimaginable benefits for independent creators across the globe who make up the creator economy. With some effort and a lot of consistency, content creators now have the ability to attain celebrity status by building a large social media presence. Much like being a celebrity, the fame associated with being a digital creator often comes at a hefty price tag. Suddenly, you’re being put on a pedestal, and you start to feel compelled to maintain a near-perfect image so your audience can keep coming back for more.
Body alterations and the question of accountability
For some influencers, modifying their bodies or faces on social media is merely about selling an inspirational lifestyle to their followers. For others, it’s about covering up deep-rooted insecurities to lessen the intense scrutiny from individuals often classified as ‘haters’. While the motive might be justifiable, distorting reality (by creating a thinner waistline or blemish-free skin) through photo editing software could have a detrimental effect on the mental health of other social media app users. Countless studies have shown how social media apps and the idealization of influencers significantly impact mental health.
In a lot of ways, being in a position of power automatically means taking responsibility for those who are led by you. However, when it comes to the influencer ecosystem, accountability is sort of a grey area. Creators often view their platforms as their very own corner of the internet; a space where they have the freedom to share the things they love with anyone willing to listen. The more personal nature of social media influence makes it slightly different from other forms of influence.
Celebrities who gained fame through traditional media channels feel somewhat distant, so it is a lot easier for fans to rationalise and justify the perfection they exude. Whereas, with creators, the ‘person next door’ appeal leaves more room for comparison from their followers. To combat this persuasive issue, brands and agencies are beginning to put stricter measures in place. In April 2022, leading advertising agency Ogilvy UK stated that they would no longer work with influencers who edit their bodies or faces for ads. Their goal is to lessen the harmful effects of such content on the younger generation.
While this might be laudable, the polarizing effect it had when it was announced indicated that some people consider this to be a double standard. Ad agencies and brands have been instrumental in selling false beauty standards in some of the most iconic television, magazine and social media ads. So the thought of making digital creators pay the ultimate price for a problem which is arguably much bigger than them could in fact seem like a drastic approach.
Brands like Dove have chosen to take a more subtle approach by creating a self-esteem project with the goal of helping a quarter billion people build a positive body image by 2030. Whether or not influencers or the brands that pay them should be held accountable for the body image of their audience is a question that might remain unanswered for quite some time.
One could argue that the decision to not utilise filters or body altering software should be a personal one that varies from influencer to influencer based on their own values, moral compass or propensity for transparency. On the other hand, clamping down on this long-standing problem could go a long way to revolutionise the influencer marketing industry. The path agencies such as Ogilvy are taking could be a long and hazy one, but if there’s any chance that it will have a positive effect on the mental health of people around the world, then it surely is worth every effort.
The Alternative
Imagine how exciting it would be to live in a new social media world built on realness and vulnerability – one where your favourite creator encourages you to embrace your own body and identity. We’re slowly starting to see more influencers embrace their imperfections by giving their audience a peek into life behind the curated content. Similarly apps such as BeReal are gaining popularity for being a more authentic social media platform.
What’s interesting is that more authentic content tends to resonate better with audiences. When it comes down to it, human beings tend to gravitate towards people who seem more relatable and who are willing to share their struggles. Hopefully, as more influencers begin to come to this realisation, there will be a tearing down of distorted realities which some of them have regrettably spent a lot of sweat and tears building.
Written by: Elizabeth Ole
Edited by: Nnenna Hemeson
