In an age where social media sets trends and influencers influence perceptions, a new perspective reveals disturbing truths about how these dynamics affect our children. Recent findings shed light on the subtle but important ways in which social media is changing young people's perceptions and behaviours, and the unforeseen risks that many parents may not be aware of.
Imagine your child feeling the pressure to buy products or follow trends that seem innocent but can be harmful to their well-being, says Alžbeta Kovaľová from the team at global computer security software company ESET. What if the influencers they admire are subtly steering their choices in directions that are not only wrong but potentially dangerous?
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Trends, trends, trends!
You may have noticed that trends are a huge part of social media. These greatly influence the content shared online and inherently the way some people see themselves and live their lives. Trends are often created by influencers. However, the era of mega-influencers is coming to an end and many companies prefer to work with more specialized audiences. This is where micro-influencers come into play.
The rise of micro-influencers
Micro-influencers focus on a very niche audience and connect with them around a specific topic. It could be a genre of literature, a certain fashion trend, or perhaps protein-based recipes. Whatever the topic, thanks to the much smaller audience, these influencers can be much more persuasive because of the common interest.
Followers, especially younger members, may feel a sense of friendship with their favorite social media personality. They may therefore be more easily persuaded to follow their advice. This may not be a bad thing – the influencer may be promoting a healthy lifestyle or body positivity.
Some Instagram models, for example, now post their faces without filters or makeup to show their followers what they really look like with acne and other blemishes. But they may also have a different audience in mind when they create their content. For example, a beauty influencer in her 30s might promote anti-aging products. The child watching may feel that they need to use the same products.
There are also many accounts that focus on mental health and well-being in general. You can even find influencers who are open about their mental health and attention deficit hyperactivity disorder (ADHD), depression, etc. Not only do they share advice on how to deal with situations they find difficult, but they let people into their daily lives to show how fulfilling their lives are despite the difficulties.
Ah, very interesting! I might try it!
We've all come across a trend or something interesting on social media and feel the need to join in, rest assured this is happening to your kids too. A major reason trends are popular is people's fear of missing out, or as the term is in English, FoMO (Fear Of Missing Out). It is not a new phenomenon, it was first identified by marketing expert Dr. Dan Herman in 1996, long before the rise and popularity of social media and influencers.
If your child, or you, follow many influencers, and companies, you have definitely felt it. You see an influencer uploading content about a coffee shop and you feel like you have to visit it. A child sees influencers using a hair band for make-up and feels they have to have one too.
The role of parents
We can't stress this enough: talk to your kids! Explain to them what social media influencers do and how influence works. Explain to them what marketing is and that these people make money by following trends and clicking on company links. It's important to tell them this from a young age as they will grow up to be more responsible adults who understand how social media works and that what they see online is not necessarily what they need in their lives.
Have fun but stay safe!
As we have mentioned many times in the past, the online world, like the real world, offers a large number of opportunities, things and people from which children can learn and develop their own strengths. Discussion is essential, but so is explaining the weaknesses of the online world. There are dangers your child may face, such as cyberbullying, identity theft, and other potential problems.
"Talk to your children about the good and the bad," emphasizes Kovaľová from ESET. :Be sure to educate yourself and them and remind them every now and then to be careful and come to you for any problems. Creating an atmosphere of understanding is key to the necessary trust. Make sure your child understands that you are there first and foremost to help and guide them, not to judge them or 'ruin' their lives. Help create a safer online world for your children."
