In Influencers We Trust?

As a tween, there was no one cooler in my eyes than Britney Spears. I read her favorite color was baby blue, so my favorite color was baby blue. She wore low riding pants, I wanted some too. She drank Pepsi, so did I — even though I didn’t like the taste. 

Britney’s long, wild hair was the envy of every girl I knew. I spent countless hours in front of the mirror, crimping and curling, trying to replicate it. I had every Britney episode of MTV’s Making the Video recorded on VHS, and I watched them religiously.

And then there was her famous belly button ring — I really wanted one! Oddly enough, I could never convince my mom to let me get one. I remember the day my best friend proudly showed me her newly pierced (and infected) belly button, which she had done herself with a safety pin. That was when I realized our obsession with Britney had gone too far. 

I was heavily influenced by Britney for a time, until I wasn’t. The belly button incident was just the beginning. As her life began to unravel publicly, it became a valuable lesson for me: be careful who you allow to influence your life and choices. I still love and cheer for her (#FreeBritney forever), but I no longer aspire to be like her.

Today, kids still look up to celebrities and athletes whose influence stems from notable achievements. But they also have influencers as role models — seemingly ordinary people with massive online followings — who rose to prominence purely through their online presence. On social media, influencers command the spotlight. From fashion to fitness, travel to tech, these individuals have carved out a niche for themselves, amassing thousands, if not millions, of followers who hang on their every post, like, and recommendation.

This shift from celebrated experts to self-made online personalities reflects a broader change in how we perceive fame and influence. Once reserved for those with extraordinary success, influence now comes from everyday people crafting their own niches. 

What does this evolution, driven largely by social media, mean for us? What does it mean for our children?

The First Influencers

The first social media influencer I ever came upon was Naomi Davis (also known as Love Taza). She gained a following on her blog after sharing her newlywed life, and later life as a young mom. Naomi lived in NYC (and DC for a while) and she took her readers along with her adorable family exploring The Big Apple, or traveling the world. Her outfits were colorful and fun, and with every post she made there would be comments requesting links to her clothes — or really anything she photographed. 

Naomi’s life always seemed idyllic to me, and I was not alone in that thinking. My college friends and I talked about Naomi as though she was one of our friends. Anytime someone shares personal stories, whether authentic or not, we tend to become emotionally attached little by little. 

As Instagram gained popularity, Naomi and many other bloggers shifted to the platform, sharing daily content, including direct links to products and ads for brand collaborations. Brands were eager to partner with popular influencers like her to boost their brand’s awareness and sales.

The Evolution of Influencer Marketing

Long before social media influencers, celebrities and TV personalities set the trends. For me, Britney Spears wasn’t the only one. Reese Witherspoon’s Elle Woods made me want to be a lawyer — until I realized I didn’t actually enjoy reading legal documents. I even considered a career in the medical field, all thanks to Grey’s Anatomy. I quickly shifted my plans after changing someone’s colostomy bag during a CNA clinical and realizing I didn’t have the stomach for it.

Once social media became a thing, influencer marketing quickly followed suit. “Mommy bloggers,” bloggers who write about their families and children, became some of the first paid influencers.

As followers started to notice a shift in their content, many were upset, not knowing if the recommendations were honest or simply an ad. The Federal Trade Commission (FTC) got involved in 2009 by enacting the Mommy-Blogger law, which required any blogger to state in the first line of their post if they were being compensated by a company for their content. 

Brands would partner with these influencers to promote their products or services through sponsored content on blogs and social media platforms such as Facebook and Twitter (now X). This was seen as a more authentic way to reach consumers compared to traditional advertising. So while we may be skeptical of traditional advertising, when our online “friend” endorses something, we’re more inclined to trust them.

As social media platforms like Instagram and TikTok gained popularity, a new breed of influencers emerged — individuals who built large followings by creating engaging visual content. 

Brands quickly recognized the potential of partnering with these influencers to tap into their highly engaged audiences. This led to a surge in influencer marketing campaigns, with brands allocating significant budgets towards influencer collaborations.

Over time, influencer marketing became more sophisticated with the rise of influencer marketing platforms, analytics tools, and specialized agencies. Brands began to focus on finding the right influencers for their target audience, measuring the effectiveness of campaigns, and developing long-term influencer partnerships.

Today, influencer marketing is a multi-billion dollar industry, with brands across various sectors leveraging influencers to build brand awareness, drive sales, and foster “authentic” connections with consumers.

Why Do We Trust Influencers?

Why are people compelled to follow and emulate individuals whose primary talent is their own capacity to generate attention? Is the benefit of following such influencers merely a reflection of our own desire for social validation and connection, or is it something more profound?

Conformist bias and prestige bias — two well-established psychological concepts — may offer possible answers to this question. Conformity is valuable because following the majority is typically the safest strategy to feel included, which we all innately want. In real-life social settings, it can take weeks to discern common behaviors, but on social media, we can scroll through thousands of examples in minutes and determine what is acceptable.

Beyond copying the majority, however, humans have also been drawn to prestigious figures — those we perceive as having excelled at something. Historically, this dynamic can be traced back to hunter-gatherer societies where the best hunter gained prestige, and others followed to gain survival skills.

People often trust influencers because they offer a sense of authenticity and relatability that traditional celebrities might lack. For instance, influencers like Lisa Allen, who openly shares her personal struggles — such as dealing with an abusive ex-husband, health challenges, and navigating life as a single mom — resonate deeply with their followers. 

Lisa’s willingness to be transparent about her challenges makes her seem more human and approachable, and allows her to foster a genuine connection with her audience. This authenticity can build trust and loyalty as followers feel they are supporting someone who is not only successful but also real and relatable in their vulnerabilities and triumphs.

But as the influencer industry has grown, many have begun to question the transparency and authenticity that made influencers so appealing in the first place.

What is Real?

One major controversy around influencers is the unrealistic standards that we may come to expect by following along. From the thousands spent on materialistic items that are labeled “a must,” to a perfectly styled home, to extravagant trips, many of us — particularly kids — see this online and believe it’s the norm. Experts call this “money dysmorphia,” a distorted perception that people are doing better financially than they actually are, leading to overspending and risky investments.

As children become accustomed to a lavish lifestyle seen promoted on social media, they may struggle to adjust to a more modest standard of living in the real world, where minimum wage rates range from $7.25 to $16 per hour. This can have long-lasting psychological effects and make it difficult for them to develop a healthy sense of self-worth and life satisfaction.

Many influencers become popular because of their physical attractiveness, which is then enhanced through editing, filters, and even plastic or cosmetic surgery. The constant exposure to these idealized images on social media can negatively impact a child’s body image and self-perception, especially during the formative years when they are still developing their sense of identity.

This idealized image of beauty can put immense pressure on young viewers to conform.

I remember a high school photography class where our teacher showed us a video from a photoshoot. The model at the center of it all seemed forgettable at first — just an ordinary woman with a plain look. But as the video sped up, her transformation began. Layers of makeup were applied, hiding blemishes and smoothing out her skin. Her hair was styled meticulously, and her features took on a striking new form. By the time she stepped in front of the camera, she was a completely different person.

The real magic happened later. After various pictures were taken, we watched as the photographer sat down at the computer, editing the best shot in Photoshop. Each click and adjustment was mesmerizing: blemishes vanished, lighting was perfected, her neck was elongated, her eyes were made larger, her lips were made plumper, and her shoulders were slimmed down. The final image was flawless, and she was almost unrecognizable from her original look.

This eye-opening lesson revealed how, with the right tools, perfection is just a momentary snapshot away. Today’s apps and AI can reshape appearances instantly, making it clear that what we see online often masks reality.

Who Can We Trust?

Ruby Franke is a mom of six who shared parenting advice on her YouTube channel “8 Passengers.” Her appeal and following was based largely on the way she portrayed herself as an expert in managing a large family and being a devoted and knowledgeable parent. In August of 2023, Franke was arrested after one of her children knocked on the door of a neighbor asking for food and water. The neighbor noticed duct tape on the child’s ankles and wrists and took action, leading police to investigate. Franke pleaded guilty and admitted to torturing her kids. She was sentenced to four to 30 years in prison. Many of her followers were shocked by the events, while others had long felt something was off with Franke.

Other shocking examples do exist but most questions of influencer credibility are far less dramatic. Like Dr. Eric Berg, a prominent figure in the health and nutrition space. He is widely known for promoting ketogenic diets and various health protocols through his popular YouTube channel and online presence. Despite his substantial following and the persuasive presentation of his content, Dr. Berg faces criticism from medical professionals due to his lack of formal qualifications in nutrition or medicine. He holds a degree in Chiropractic Medicine, which allows him to use the title “Doctor” in the context of chiropractic care, but he doesn’t have a medical degree (MD) or a formal qualification in nutrition.

Berg’s expertise is primarily based on his background in chiropractic medicine, and his personal research and experiences rather than traditional medical or nutritional science. Critics argue that Berg’s claims often lack scientific backing and can sometimes promote unverified health practices. This criticism highlights the risks of taking health advice from influencers who lack formal medical training, stressing the need to consult qualified healthcare professionals for reliable, evidence-based guidance.

Many social media influencers position themselves as experts in their niches, offering advice and guidance to large audiences despite lacking the relevant certifications or skills they claim to have. This discrepancy can lead to the dissemination of unverified or potentially harmful information. 

It’s important to remember that what’s shared online represents only a fraction of reality.

Take Nikki and Dan Phillippi, for example. Once known for their wholesome YouTube channel and seemingly perfect marriage, many followers were shocked when the couple quietly divorced in 2023. Their carefully curated content, filled with heartwarming family moments, portrayed an idyllic relationship that fans admired and even compared to their own. But behind the scenes, tensions may exist, and when relationships crumble, it exposes the gap between the polished image influencers present and the truth, leaving followers disillusioned.

Influencers like Taylor Frankie Paul, a prominent figure in the MomTok community, wield significant power in shaping public perceptions of their communities, for better or worse. 

Paul’s new Hulu show, The Secret Lives of Mormon Wives, features herself and other moms who identify as Mormon (members of The Church of Jesus Christ of Latter-day Saints), but this portrayal has sparked controversy within the Mormon community. Critics argue that the show’s depiction is at odds with their values and fails to accurately represent their faith. Meanwhile, those outside the Mormon community may take the show at face value, potentially reinforcing stereotypes and skewed impressions of what it means to be Mormon. 

This situation illustrates the double edged nature of influencer representation: while it can offer visibility and a platform for diverse voices, it also risks perpetuating misconceptions if not approached with nuance and authenticity.

Influencers wield significant power in shaping public perceptions of their communities, for better or worse. 

I once had dinner with a group of neighborhood moms at a new restaurant just down the street. It was exciting to have a spot so close to home. As we settled in, one of the women asked if we could get free samples. The waitress seemed a bit taken aback and said she’d need to check with her manager. When the manager arrived, she informed us that the restaurant didn’t offer free samples.

The woman then revealed she was an influencer with thousands of local followers and threatened to leave a negative review if we didn’t get some freebies. I was mortified and even more so when the manager quickly changed her stance and brought us a selection of free food. The whole situation felt incredibly uncomfortable and came across as a form of blackmail.

While this woman was pleased with the free food she secured for our table, most of us felt uneasy about the way it was obtained. It made me question how often influencers use their online influence to pressure businesses into giving them perks under the threat of negative reviews.

There’s an Influencer for That

There are influencers dedicated to just about every niche you can imagine. In a recent Gabb Now survey, we asked parents what topics they most trust influencers on and “Health & Wellness” led the pack. But responses included a wide range: from beauty tips to politics to Texas BBQ.

I appreciate when an influencer shares recipes, tips, hacks, ideas for fun, and reviews products I’m actually interested in — it saves me time and money. However, it’s hard to fully trust someone who profits from their recommendations. How do I know if they’re being honest or just trying to make a buck?

Through some trial and error, I have found influencers whose recommendations have never led me astray, and others who are guilty of “shilling” product after product. I’ve learned never to trust the latter.

Social media can be a loud place, with countless ads and people telling us what we “need.” It can feel overwhelming.

Years ago, just before I had my first baby, social media ads bombarded me with products I “absolutely needed.” As a first-time mom, I believed them. A wipe warmer? A must. A bottle sterilizer? A need. I added every item to my list, and it became lengthy and overwhelming.

My husband was just finishing grad school, and we were getting ready to move out of state, so we decided to get the bare minimum for those first few months — a crib, diapers, wipes, a handful of outfits (because we could always do laundry), and a carseat. Those were the essentials, and we survived just fine. An added bonus was that our move was quick and easy because we didn’t have much stuff. When we finally settled into our new place, I realized many of those “must-have” items weren’t necessary. Some were nice to have, but mostly, they were just junk.

I learned a valuable lesson about making do with what you have and being content with less. This lesson has led to a minimalist approach when it comes to material things.

There are also influencers out there who share their personal views and opinions. I enjoy learning about opposite views than my own, it helps me be more empathetic and loving towards others. And it’s a good reminder that we don’t have to agree to get along. However, it’s crucial to remember to be well rounded. Listening too much to one side of an opinion can make us biased and distort the truth. 

Influencers can positively impact our decisions and habits, but we have to be careful not to be overly influenced, especially if it leads to unwise financial or health choices. The influence of online personalities, especially on children, carries significant risks. Constant exposure to unattainable standards can push children to engage in unhealthy behaviors in an attempt to emulate these influencers.

Influencers often set trends that children feel pressured to follow, which can lead to a loss of individuality and critical thinking. Instead of forming their own opinions and preferences, children may begin to mimic the influencers they admire, compromising their ability to think independently and make informed decisions.

Influencers have a profound impact on young minds, so it’s crucial for parents to guide their children in navigating the online world with care and critical thinking. Teaching them to unfollow or block individuals who trigger feelings of sadness or comparison can promote a healthier digital experience.

While influencers can offer valuable insights and entertainment, it’s important to remember that not everything they portray is realistic or worth emulating. Encouraging kids to value their individuality and make informed choices will help them develop a healthier relationship with social media and the influencers they follow.