The rise of social media has also seen the rise of social media influencers, a job that didn’t exist years ago. Many members of older generations are yet to understand the concept of being an influencer, yet so many of their younger family members aspire to become one. Although this is a job prospect that intrigues many, what damage has influencer culture done to today’s society?
“Social media was such a positive and pure place in comparison to the negative space it has since become.”
In 2017, Ofcom revealed that 28% of 10-year-olds, 46% of 11-year-olds and 51% of 12-year-olds had a social media profile. Ironically, one of the main pitfalls of influencer culture is their ability to influence what young people do. Whether it’s a product, behaviour or way of thinking, the passive minds of today’s youth will believe anything that their favourite influencer tells them. Influencers cultivate their audience members to trust them and make them feel as though they’re forming a friendship. Although you’d hope it is less common nowadays, there are still people online who endorse products they do not believe in to earn money. Deciding who to trust online can be a very difficult task.
The beginning of influencer culture was a very innocent affair, with the likes of Zoella and Alfie Deyes springing to mind when you think back to what it used to be. Their quick jump to success saw light bulbs flicker in the minds of others about their ability to do the same. This saw the rise of similar YouTube channels and social media profiles, all hoping to be the next big success stories. Social media was such a positive and pure place in comparison to the negative space it has since become. The anonymity of social media has resulted in hate comments, cyber bullying and trolling being the new norm. Users cannot put something on the internet without the fear of being ridiculed for it.
“Influencer culture will undoubtedly continue to shape the way we live.”
Despite this, some influencers use their platforms to incite change and raise awareness of important issues. Love Island contestants are almost guaranteed to obtain influencer status after they leave the villa, with a tendency to promote makeup and clothing brands. However, Camilla Thurlow broke the mould. Her job in explosive ordnance disposal prior to going on the show left us wondering what she’d do with her large following after she left. Since her series of Love Island in 2017, she has promoted The Halo Trust, WWF and has advertised her role as board member of Indigo Volunteers, which connects people with projects and charities.
Similarly, influencers frequently promote brands who donate money to charity. A brand which is currently being promoted by a wide selection of female influencers is Estrid, who sell razors. Purchasing their products using the influencers’ codes results in £1 being donated to the Fawcett Society, which campaigns for gender equality and women’s rights. They are shaping the gender debate and driving change and it’s great to see influencers promoting a brand that supports this movement.
Influencer culture will undoubtedly continue to shape the way we live. As social media continues to evolve, who knows what new opportunities and job prospects will arise. It is impossible to avoid influencers, but it is possible to be self aware and think before you believe what you see online.
Katie Wheatley
Featured image courtesy of @georgiadelotz via Unsplash.
Katie Wheatley
Fashion Editor at Liberty Belle Magazine. Co-host of the Just Us Three Podcast. Trainee Journalist at the University of Sheffield. Twitter: @_KatieWheatley