Are We Being Influenced Beyond Reason?
'When a ring light becomes a qualification'
There was a time when an influencer was somebody who had earned the right to influence you. He or she knew a subject well enough to make their opinion worth hearing. Their standing came from what they knew, not from how many people happened to follow them.
Now all you need is a smartphone, a ring light, a confident voice and the ability to look seriously into a camera while saying something that sounds vaguely profound.
And there are so many of them. They have sprung up like blades of grass after rain. Open Instagram, TikTok, YouTube or whichever platform we acquired this month, and somebody is ready to tell you what to eat, how to sleep, how to lose weight, make money, live longer and look younger. You begin to wonder whether you are living your life or following instructions from people living theirs on a screen.
Travel influencers have some of the most extraordinary jobs on earth. They fly First and Business Class around the world and describe it in minute detail: the seat that becomes a bed, the champagne, the caviar, the pyjamas, a verdict on the scrambled eggs at 38,000 feet. And every one of them, without fail, shows us the toilet: how big it is, how lavish it is and, apparently, whether the flush deserves a five-star rating.
And this is a career.
Meanwhile, many of us are at home debating whether turning the air-conditioning down by one degree will make enough difference to the electricity bill. I am not jealous; I am simply wondering whether I made a few questionable career choices.
The trouble begins when popularity is mistaken for expertise. Now everybody seems to be an authority on health, money and happiness. Someone will announce, with great gravity, “Seven things you must stop doing immediately if you want to live longer.”
Seven? Why seven? Why not six or eight?
And what qualifies this person to advise me on longevity?
Apparently, 427,000 followers is enough.
A million followers cannot turn an opinion into a fact, and a ring light is not a qualification.
It is easy to laugh at the airline toilets. It is much harder to laugh when the advice concerns somebody’s body, because that is where this stops being funny.
Body image already troubles many young people. A survey of more than 21,000 of them across six countries found that only 45 per cent were satisfied with their body size. Into that anxiety step health influencers, promising a “quick way” to lose weight.
The advice can be alarming: skip meals, live on liquids, exercise for hours. None of it comes from a doctor or dietitian, yet a teenager who watches the same face every day can begin to treat it as gospel. Several former pupils, now parents of teenagers, have told me they worry about what their children eat and where they learned it. Young people can sometimes trust a stranger online before a parent or teacher.
Then there are those selling the dream itself. A car at nineteen, a mansion at twenty-two, a millionaire at twenty-six. The lifestyle may be exaggerated, but a teenager may not know that. Recent research from the US and Norway found that social media is now a major influence on how young people think about their future careers.
Some months ago, a former pupil asked me for advice. His teenage son had been admitted to a college in Canada but wanted to become a holiday influencer because he loved travelling. Eventually, he listened to a counsellor and decided to go to college.
Influencing is a career, and some people do it well. But behind the successful ones there is usually knowledge, experience, talent or years of learning. For a teenager, walking away from education because an online career looks glamorous can be a costly gamble. The years spent learning cannot simply be recovered later.
Social media has also made it possible for people with little or no training to give health, financial and lifestyle advice to millions within minutes. In professions where bad advice can cause serious harm, we expect people to have qualifications and to be clear about their expertise. It seems reasonable to expect the same transparency online. If you are giving specialist advice, people should be able to see what qualifies you to give it.
There are genuine experts who use social media well. Doctors, scientists, educators, chefs and athletes can share useful knowledge with millions who might never otherwise encounter it. That is influence in the proper sense: knowledge reaching people who can benefit from it.
The problem is not influence. It is unearned influence.
But we have a part to play too. Every view, like, share and follow tells the algorithm that we want more. We can become a little harder to influence. Put the phone down. Have a conversation without filming it. Eat a meal without photographing it. And perhaps listen to people who have spent years learning something rather than simply to the person with the biggest following.
And perhaps we can bring back one small phrase that has almost disappeared from social media:
“I don’t know.”
There is something reassuring about someone who can say it. Real knowledge does not need a ring light, a discount code or a million followers. Sometimes the person worth listening to is simply the one who knows what they are talking about.