In the digital age, social media network platforms have been able to transform the ways in which individuals communicate and consume information, ultimately altering individuals perception of themselves. A key part to this digital space are social media posters and influencers who set trends, share opinions and ideas and ultimately participate in sharing societal standards of beauty. With the new demand for meticulously curated feeds influencers promote an often-aspirational lifestyle. However, such feeds can often present an unrealistic idea full of content that is both filtered and staged. Although, these images are not necessarily perceived initially as harmless they often perpetuate an unattainable beauty standard that puts a large amount of psychological pressure on individuals who engage with such content. This paper will explore the critical role that such content plays in shaping body image amongst users, particularly young audiences. As well as examine the psychological consequences of constant exposure to digitally altered appearances. Furthermore, it argues that social media influencers contribute to distorted body perceptions, decreased self-esteem, and the internalisation of unrealistic beauty ideals, thereby necessitating greater media literacy and regulatory interventions.

The idea of the “influencer” has developed from the growth of social media and the ability to make money from personal branding. Primarily, platforms such as Instagram and TikTok have given a platform to these individuals who now capitalise on an aesthetic appeal to build a following. However, Influencer culture thrives on relatability and perceived authenticity, yet its content is often curated and digitally manipulated to present unattainable beauty ideals (Casale & Banchi, 2020). These curated feeds while appreciated by followers often are a carefully constructed illusion. Through influencers means to curate content such as access to professional photography and editing applications individuals such as influencers can present themselves in ways that exaggerate societal beauty ideals. The main issues stem from the fact that constant exposure to idealised influencer content fosters social comparison, which is strongly linked to increased body dissatisfaction (Fardouly et al., 2015).

According to research from Tiggemann and Zaccardo (2018), the more time an induvial spends viewing appearance related content, the more likely they are to experience body image issues. Young audiences often view influencers as peers, meaning they are susceptible to internalising these standards due to the para-social relationships formed online (Yamamiya et al., 2005). Influencers can continuously showcase the latest trends which often translate to body trends whether it’s a slender or muscular physique or clear skin and new on trend hair colour they are continuously able to reinforce narrow beauty standards. Unfortunately, the correlation between relatability, trends and perfection increases the persuasive power of influencers, making their beauty standards seem both achievable and desirable (Djafarova & Trofimenko, 2019). Such exposure enables an environment online where digitally perceived beauty becomes a benchmark where users compare themselves to others. Moreover, these platforms show the polished and perfect images which often overshadow the pressure and insecurities amongst users.

In today’s age influencer content is everywhere and greatly affects the self- image and mental health of social media users, specifically young adults. This specific demographic is particularly vulnerable to external comparison as social comparison theory explains how individuals assess their worth by comparing themselves to others, particularly in appearance-related contexts (Fardouly et al., 2015). Therefore, on social media platforms where influencer content is algorithmically preferred such comparison is detrimental and frequent. Furthermore, studies by Fardouly et al. (2015) have demonstrated that viewing these images on social media leads to immediate declines in body satisfaction. Such comparisons often result in negative self-evaluation, as users measure their real, unfiltered selves against the polished portrayals they see online (Perloff, 2014). Users of Instagram often view images of perfect bodies where these unrealistic standards make them perceive their natural appearance as less. Moreover, the interactive nature of social media can intensify these effects, as unlike traditional media users can participate through likes, comments and shares. Such deepens user engagement and emotional investment in these curated ideals.

Apps that allow for easy editing such as AirBrush and Instagram filters have blurred the lines between genuine appearance and digitally constructed aesthetics. Influencers and social media users can and often utilise these features to create flawlessly edited images. While such editing may seem to be harmless they can ultimately lead to unattainable standards for followers. Despite the appearance of transparency, most influencer posts undergo significant editing and filtering, blurring the line between reality and fabrication (Kleemans et al., 2018).

Furthermore, Kleemans et al. (2018) explains how adolescents also struggle to distinguish between edited and unedited images, especially when they trust the individual posting the content. This confusion leads to heightened appearance-related concerns, as individuals aim to mirror bodies that aren’t necessarily real. The illusion of authenticity makes these followers more likely to trust and emulate influencer beauty standards, increasing the psychological impact of their content (Djafarova & Trofimenko, 2019). Moreover, the use of filters normalises the pursuit of perfection and contributes to what is known as “Snapchat dysmorphia” a phenomenon where individuals seek cosmetic procedures to resemble their filtered images (Djafarova & Trofimenko, 2019). The normalisation of such digital alterations perpetuates a cycle of comparison and inadequacy. Therefore, such perceived authenticity intensifies feelings of inadequacy, as users wrongly believe they are failing to achieve what is portrayed as a natural and attainable appearance (Fardouly et al., 2015). Users who witness influencers enhancing their appearance feel compelled to do the same which significantly contributes to anxiety, low self-esteem, and disordered eating behaviours (Perloff, 2014). This behaviour then reinforces harmful beauty ideals across social media platforms, cultivating a digital environment prominent with insecurity.

The rise of the influencer has stemmed from multiple economic incentives such as brand partnerships, paid posts and marketing strategies. Therefore, a number of influencers have to keep updated with the latest trends to stay profitable, meaning creating a desirable aesthetic is a must. Therefore, physical appearances transforms bodies into marketable assets, where influencers are rewarded for adhering to beauty norms that drive consumerism.

As adolescents and young adults are in critical stages of identity development, these external influences on body image are particularly damaging (Yamamiya et al., 2005). When influencers promote beauty products, fitness regimes and cosmetic procedures as the key to achieving their look, they are enabling the message that self-worth is reliable upon physical appearance. As brands partner with such influencers, users often follow them in admiration. Moreover, as adolescents frequently engage with influencer posts, there is increasing reports of high levels of body dissatisfaction and appearance-related anxiety (Hendrickse et al., 2017). According to a report by the Dove Self-Esteem Project (2020), 80% of girls compare themselves to images of others online, and over half report that influencer content makes them feel pressure to look a certain way. The constant focus on selling perfection turns social media into a marketplace, where influencers often hide flaws and people view themselves as less, as they do not match the image pushed on social media.

While body image concerns affect individuals across all genders, young women are particularly impacted by the pressures perpetuated through influencer culture. Influencer content frequently upholds the standard feminine beauty ideals like slim waistlines, clear skin, and voluminous hair which marginalise diverse body types and aesthetic expressions. For young female users, who already navigate societal expectations regarding appearance, the curated images of influencers present feelings of inadequacy. To tackle these negative effects, media literacy programs that educate users about the constructed nature of influencer content have proven beneficial in fostering a more critical understanding of social media portrayals (Fardouly et al., 2015). Encouraging critical engagement with platforms, particularly by helping users recognise filters and editing, can further reduce the internalisation of unrealistic beauty ideals that dominate influencer culture (Perloff, 2014).

Recognising the detrimental impact of comparison pressures, platforms like Instagram have introduced features designed to limit the visibility of likes and flag digitally altered content, aiming to alleviate user insecurities (Hendrickse et al., 2017). While these measures represent positive steps towards reducing harmful body image influences, long term and multifaceted changes are necessary to effectively take down the pervasive impact of influencer culture (Tiggemann & Slater, 2014). These interventions highlight a growing recognition of the harmful impact influencer culture has on body image perceptions. By equipping users with critical thinking tools and fostering a more inclusive portrayal of beauty, such initiatives work to challenge the dominance of unrealistic beauty standards. However, their effectiveness largely depends on consistent implementation and user engagement. Without widespread cultural shifts and platform accountability, the heavily filtered content that takes up social media continues to reinforce unattainable ideals, particularly among vulnerable demographics like young female adolescences. However, men are also not immune to these pressures. The rise of male influencers promoting hyper-muscular appearances has contributed to increasing body dissatisfaction among male users. Despite gender, the common influence is influencer content constructs a narrow lense of attractiveness that excludes a large percentage of diversity.

With the rise of influence from digitally altered content media literacy emerges as a crucial tool for navigating the negative impacts of social media on body image. Media literacy enables users to think critically which is necessary to deconstruct influencer content and recognise the artificiality of curated images, enabling them to navigate online spaces with greater awareness (Fardouly et al., 2015). Educational interventions that teach young people to identify edited photos, understand the motives behind influencer posts and appreciate body diversity can foster resilience against harmful comparisons. Research by McLean, Paxton, and Wertheim (2016) supports the efficacy of media literacy programs in improving body image outcomes, as participants exposed to such education demonstrated reduced internalisation of thin ideals and greater appreciation for diverse body types. Critical engagement with social media, including recognising photo editing, further reduces the internalisation of unrealistic beauty ideals (Perloff, 2014). Promoting diverse and unedited representations of beauty on social media platforms plays a vital role in challenging narrow beauty standards (Casale & Banchi, 2020). However, media literacy has not altered the affect of the influencer on body image. Broader systemic changes are necessary, including stricter regulations on influencer transparency. There has been a shift to amplifying voices that celebrate body positivity and inclusivity. However, this still remains an issue as social media influencers significantly shape young audiences perceptions of beauty (Casale & Banchi, 2020).

In conclusion, social media has long been a primary source of indirect pressure that significantly affects millions of consumers worldwide. The rise of popular social media influencers has often displayed superficial luxuries and beauty, inadvertently causing a physiological burden of consistent comparison, unrealistic expectations, and insecurities. Through the tool of fabricated reality and selective digitally manipulated appearances, influencers can significantly create unrealistic beauty ideals that fuels consumer mental health and self confidence issues. However, while there is no denying there has been a shift in content relating to the ‘normal’ seen beauty standards, influencers are still influencing adolescents with their glamourised reality. By addressing such challenges social media platforms and influencers who utilise them should aim to foster a more transparent, inclusive, and diverse digital space. By diminishing the harmful impact of influencer culture social media can empower users to embrace an authentic self. Moreover, this shift can lead to a digital space where genuine confection is valued higher to diminish invisible pressures.

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