Social media and Influence: Are we doomed to be "fake"?

Have you been flooded in the past years with cats pics, fantastic holiday pictures, selfies with people who look like the next supermodel with no wrinkles or proof they're 100% human, tons and tons of positivity and glamour washing over your social media feeds?

Too much white noise, too many loud voices.

It is easier to lie on social media platforms because you can inflate the truth to create a glamorous life, but one can also tend to do the same thing in real life when they talk Monday in the office of what great things we did during the weekend when we actually watched Netflix all day long.

Social networks can be fun, useful and emotionally positive if you know how to use them, just like any other technology tool. However, there is a very strong emotional component on social networks: it's all about the social acceptance and validation that we get from people we just do not have.

This can turn a social network into a showcase of falseness, that has no connection whatsoever to the life of the person behind the screen and we can invent avatars bordering on the imposture.

When influencer marketing goes wrong

Studies have blossomed in 2017 to measure the phenomenon that will undoubtedly be a growing trend in 2018. One of the latest, the study Psychology of Following, conducted by Olapic highlights a central theme: authenticity.

43% of respondents say this is the main reason for trusting an influencer. This observation is already noticeable on social networks. That of using more indirect ways, based on a solid and faithful community, to increase brand notoriety, to gain visibility or even to improve the ROI.

B2C influencer marketing is now well established especially in the fashion and beauty industry. The leading platforms for content producers are especially Instagram and Youtube. This phenomenon is evolving and growing. Many companies, including traditional ones, are now integrating the power of influencers on social networks to reach their targets. Brands and companies increasingly value the potential of influencers for younger generations who are tired of conventional communications and seek experiences.

In these times of "fake news", it would be a good idea to wonder collectively about our use of social networks. Even in the real world, everyone is trying to present their best profile. But when one begins to juggle the "fake influence" the alarm must go off. A large number of subscribers does not mean proven influence. Let's stop gauging influence only with metrics that are relatively easy to distort (buying fake fans, deploying bots, mass follow practice etc.).

Portraying yourself on social media

Few of us know the line that separates a nice image on social networks from a completely fake image of ourselves. If the desire to please is something logical and understandable, not knowing how to put limits on our online activity can generate emotional and identity problems.

The less you are sincere in your virtual interactions, the more you will be dependent on them. You can publish, you can comment, you can interact, but from the moment when the behavior on the social networks really reflects the closest what you are.

That being said, I do not want to be colorless or artificial. It is essential to be authentic and truly oneself. If everybody's fake and I'm authentic than the law of economics says I'm going to win because there's so much supply of fakeness and there's little supply of authenticity.

Authenticity on social networks

When the social-media noise clears out, it’s still about human relationships. The basis of all interaction, even on social networks, is the human interaction. Without humans, there is no relationship possible. The relationship works on a basis of authenticity. On a daily basis, you cannot constantly play a game or try to be someone else.

What does it mean to be yourself? Being yourself means knowing yourself so well that you dare to speak in any situation and to anyone. You capitalize on your strengths and know how to deal with your weaknesses. To be authentic is to know yourself and to dare to be yourself.

Look at your latest interactions, your latest publications, do they really match you? And does your profile really reflect who you are? Do you dare to express yourself as you would face to face in a natural way, even spontaneous?

If you are trying to build an image that does not represent you it is not sustainable because you'll be putting so much effort into something that could crumble very very easily.

If you have publications and interactions that match you and are truly authentic, people will feel close to you and a real connection will be created. This is how your audience will feel positive about you.

Also, showing vulnerability is truly 'not the worst thing' that can happen on social media. It is actually something that can make you more relatable to your audience. You are a well-rounded person, with good and bad days, with flaws and positive traits, you are not an empty vessel.

When I first started making YouTube videos I certainly did not have every aspect of it figured out but I received encouragement from people who I admired, there was a bit of hate and discouragement from the ones that whined about absolutely everything from the lighting, the setting, the tone of my voice etc. People who value authenticity appreciate making an effort especially if you are a beginner. Stop trying to impress and please the ones that don't matter and don't lose your focus!

Don't keep your eyes on the ka-ching, if you have the power to influence others younger than yourself use it in their favor and you will build a healthy and strong community of great people.