Influencers

Influencers are individuals or organisations with large social media followings who can shape public opinions and consumer behaviour. Found on platforms like Instagram, YouTube, and TikTok, they engage in influencer marketing, promoting brands and products. The industry has grown from $1.7 billion in 2016 to an expected $24 billion, with TikTok rapidly expanding its influence.
The majority (60%) of influencers are aged 18-34, with Gen Z (18-24) being the most influenced demographic. About 79% of Gen Z trust influencers more than traditional celebrities and 61% of consumers have made a purchase based on influencer recommendations.

While influencers can have a positive impact by sharing helpful content or promoting brands and causes, there are several dangers and negative consequences that can arise from the influencer culture, both for the influencers themselves and for their audiences. Some of these include:

While influencers can have a positive impact by sharing useful content, their influence comes with risks:

1. Unrealistic Expectations – Idealized lifestyles can contribute to body image issues and low self-esteem.
2. Misleading Advertising – Some influencers promote products they do not genuinely support.
3. Lack of Transparency – Not all influencers disclose paid promotions, reducing trust.
4. Mental Health Impact – The pressure to maintain an image can lead to burnout, anxiety, and depression.
5. Exploitation & Inauthenticity – Some influencers promote products misaligned with their values.
6. Privacy Concerns – Sharing personal details can lead to harassment or safety threats.
7. Influencer Scams – Some endorse fraudulent schemes, leading to financial losses for followers.
8. Materialism – Excessive promotion of consumerism can create financial pressures.
9. False Reality – Curated posts can make followers feel inadequate in comparison.
10. Echo Chambers – Followers may develop biased viewpoints due to one-sided perspective.

 
Children (6-12) are particularly vulnerable, spending significant time on platforms like YouTube. They may develop materialistic tendencies, body image concerns, and FOMO (fear of missing out). Many influencers blur the lines between entertainment and advertising, making it harder for children to differentiate promotional content. "Family influencers" also raise privacy concerns, with children’s lives being shared online without clear consent.
What can parents do?
Parents can play an important role in managing their children’s exposure to influencers by using parental control features on platforms like YouTube, Instagram, and TikTok can limit what children see.
Helping children understand the difference between genuine content and promotional content is crucial. Encouraging them to question influencers’ messages can prevent them from blindly following trends or advertising.
Limiting the time spent on social media helps reduce the exposure children have to influencers, which can prevent them from becoming overly influenced.
 
Despite the concerns, there are positive aspects of influencer culture for children. Many influencers focus on educational content, such as science experiments, maths tutorials, or coding lessons. These can help children learn engagingly and interactively. Some influencers use their platforms to promote awareness of social issues and charity work, encouraging younger audiences to participate in charitable activity.
 
In short, being mindful of the content consumed and its impact is important for promoting a healthier, more balanced relationship with social media.