The advent of social media has revolutionized the ways in which we connect and communicate with one another. The influencer economy and the fact that social media has become a lucrative platform for personal branding has created a new culture of digital identity. The picture perfect, idealized perception of self is now social currency. Every influencer attempts to embody a seemingly authentic persona typically creating intense parasocial relationships with their fans. Fans aspire to mimic the, rather unachievable, lifestyle of their online idols. As a result of these phenomena, influencer culture has pervaded everyone’s lives, and in its wake, left social media users adopting elements of the influencer on their personal social media accounts.
Personal branding is an aspect of every social media profile. We cultivate images, content, captions, and interactions that reflect the elements of our personalities we deem worthy of public opinion. The meticulous nature of social media denotes curation, and we perpetuate a specific image intentionally. By polishing and repolishing our social media, we blur the lines between reality and fantasy. Whether we are influenced to buy products or take up certain hobbies, everyone succumbs to the influence of personal branding.
We are wellaware of the instant gratification loops that social media provides. Getting likes, followers, and interactions with our content, especially those who spend time organizing feeds and perfecting photos, can be addictive. In simple terms, it is validating to know your posts are aesthetically pleasing, interpreted as cool or trendy, and that you have social capital. The positive feelings associated with good feedback reinforces the behaviour associated with being perceived as influencer, whether it be on a small or large scale.
In the end, it comes down to aspiration. What do each one of us aspire to be? Social media has become a great way to interrogate interests, find likeminded people, and explore trades and hobbies. It serves as a medium to emulate the lifestyle and aesthetic that you dream of coming in to. Yes, we can get lost in the mix effectively losing touch with reality, but the desire for power and influence is indicative of much broader ambitions of success and recognition.
Hannah Elatty 