Is it authentic, or just a manufactured influencer? Be wary of ads contrived via social media
This post originally appeared April 29, 2019.
If you are engaged in social media, and especially Instagram, you are probably familiar with the power of influencers. These are ordinary people, just like you and me, who lovingly curate their feeds with inspirational photos of their meals, exercise routines, glorious sunrises, and breathtaking sunsets. They tag their posts with #blessed, #fitspo, and #empowered — and offer us all a slice of a more perfect life. It can be fun to thumb through the feeds of people of all shapes and sizes living their best lives and offering us that push that we can do it too.
Influencers can be found in all corners of the online fitness social communities. From trainers to fit-at-any-size marathoners to mothers entering their first weightlifting competitions, social media has given voice to those who might not fit the stereotype of a typical fitness devotee.
Recently, high levels of Instagram user engagement have given companies an opportunity to capitalize on users with thousands of followers.These Instagram ads, for which influencers can be paid an estimated $1,000 per 100,000 followers, are selling not just a product but an entire lifestyle. They also might be selling bad fitness and diet-related advice.
9 out of 10 patients look to influencers and online communities when making health and wellness decisions. 94% of people share influencer-driven health information with others.
But let’s think about the reality of these influencers. Are they qualified to provide wellness advice? Or are they motivated by a desire to promote certain products or simply to further their personal brands? Because sponcon (sponsored content) can be positioned alongside other posts, it can be difficult to separate the paid ads from the personal stories.
As you scroll through different feeds, keep an eye out for these paid promotions masquerading as solid lifestyle advice. Because influencers are more likely to be ordinary people and not celebrities, they are more valuable to sponsors and appear more trustworthy. Having 100,000 followers does not make you a fitness expert. It does not make you a qualified trainer or a nutritionist. What it makes you is a person with beautiful photos and a performance of authenticity that appeals to your followers.
Before you take advice from anyone you follow on social media, take a moment to evaluate this advice. Is there a prominent brand name dominating the caption? Could these before and after photos be altered in any way? Are you taking advice from influencers you would never even consider if it came from your best friend, a neighbour, or a casual acquaintance?
If you said answered “yes” to any of these questions, maybe it’s time to click “unfollow”.