Social Media Influencers Impact on Today's Youth

According to a Pew Research Center poll, “95% of teenagers have access to a smartphone.” And according to that same study, around 45% of teenagers say that they feel addicted to their cellphones. Perhaps one of the more encouraging statistics from this research study is that 52% of American teenagers expressed the need to cut back on using their smartphones. Sadly, according to research by Common Sense Media, from 2019-2021 during Covid, screen time increased by 17% among tweens and teenagers.

But what exactly are they doing on their phones? Or maybe more importantly, who are they interacting with? Social Media has become a gateway for kids to interact with their friends. But it has also opened a door for kids to find connections to people who are complete strangers, and one specific type of relational connection that kids love is to social media influencers. So what is the impact of social media influencers on our kids?

What Is A Social Media Influencer?

A social media influencer is a person who has built a fairly large following of people on one of the social media platforms–Instagram, YouTube, Facebook, Tiktok, Twitter, etc. They have usually built this following because they have specific knowledge or expertise in some area that their followers are interested in. Many teens follow these individuals because social media influencers put out videos on video games they like, or ideas about beauty products and clothing they are interested in, or even simply because they are charismatic personalities that kids and teens are drawn to.

Most social media influencers put out content (posts, videos, opinions) regularly–many of them put out content multiple times a day. These are individuals who end up creating a large following of people who are enthusiastic and engaged with the content that the social media influencer is delivering to them regularly.

The impact of social media influencers on teens is that many youths turn to these influencers for not only entertainment but also for advice about life. Many youths are involved in a one-way relational connection that feels safe and comfortable.

What Is Social Media Influencers' Impact On Youth?

Social media influencers aren’t celebrities because they have sold millions of records, won sports titles, or acted in blockbuster movies. These people are not traditional celebrities; they have simply put out content that people like and built a reputation that has attracted thousands (even millions) of people to want to follow them on social media platforms.

According to a review in the Journal of Marketing Management, people tend to trust social media influencers more than traditional celebrities because they appear to be more relatable–they can appear to be more similar in all facets of life than a celebrity. Many teens feel very close to the influencers they follow because the influencers are especially engaged in interacting with their followers frequently–they respond to messages, texts, and comments and engage their audience.

Another recent study published in Forbes done by Sideqik, reveals the impact of social media influencers on the original generation of social media users: “50% of millennials feel that they know the influencers they follow on social media better than their friends. As a result, 7 out of 10 consumers trust influencers’ recommendations just as much as the opinion of real-world friends.”

The Positive Effects of Social Media Influencers' Impact on Youth

Many social media influencers began their presence on social media for friends and family and are genuinely concerned about their followers and the content they are putting out. Some are incredibly positive and encouraging about body image, teaching kids how to have healthy friendships, discussing mental health issues and bullying, learning financial responsibility, conversing on ethics, and in general encouraging kids to simply be themselves.

There are a number of social media influencers who take their influence seriously and put out content that encourages healthy behaviors in kids and teens. In fact, some could be seen as role models, and a safe digital presence for your kids to engage with. For better, or for worse, many of these influencers are part of the formation of your child’s identity.

The Negative Effects of Social Media Influencers' Impact on Youth

But, because so many kids follow social media influencers so regularly, they are deeply impacted by what an influencer says and promotes. On the flip side of the positive social media influencers, there are just as many who expose kids to unsafe behaviors like drinking, smoking, risk-taking experiences that are unsafe, and in worst the case, criminal behaviors. Beyond that, many portray an unrealistic example of body expectations, promote products that are unhealthy for minors and encourage materialism.

The other concerning factor is that many social media influencers are actually minors themselves–it’s what makes kids feel so connected and influenced by them. The influencer feels like a friend, a part of their peer group. But, many kids aren’t prepared to really give life advice to a generation of kids.

Another concern is that some influencers create a fake reality depicting perfect lives. And their followers, our children, compare their lives to that of an influencer and begin to develop feelings of insecurity and low self-esteem leading to mental health issues like anxiety and depression. This is especially concerning as more kids are using more of their time watching content created to grab their attention.

Social Media Influencers Impact on Society

Because youth are one of the largest populations spending time on social media, influencers have more impact on this age group than most other age groups, and brands are taking notice. Businesses see this influence as a means to get their products supported by social media influencers who have a following of people who trust them. Many brands create a paid partnership with specific influencers, and in turn, these influencers promote their products to their loyal followers.

According to that same Sidekiq research, “in the past year, 72% say their trust in influencers has increased, while 66% say purchase decisions are often driven by influencers…”

While some influencers disclose this information, many do not. And brands have come to see social media influencers' impact on society because these influencers can encourage their followers to purchase products and create trends for those products. And those influencers who are young themselves, and are the same age as your kids, many times have parents who arousing their child’s influence to make money by engaging in paid partnerships. Many of these influencers are your kids' peers. While our kids might simply perceive what they are doing as interacting with peers, their parents understand the ability to make a profit from a large social media following. These are ethical questions that need answers because social media influencers' impact on society is on the rise, and it is one of the fastest-growing influences on the purchasing behaviors of kids and teens.

Bark Can Help You Manage Who Influences Your Child

If you find yourself just beginning to look into the influences your child is taking in on social media, Bark can help you navigate these digital communities that likely have a regular voice in your child’s daily life. Social media influencers' impact on society is growing, and it’s important to get engaged and know who is influencing your child. We are here to help guide you to teach your child about social media influencers because kids need to be aware of their influence in order to make an intentional decision about who they should follow.

Bark’s content monitoring app keeps kids safe. It sends alerts about potential issues, and the monitoring features shows parents and guardians information about their kids’ digital worlds. With Bark, you get key insights into your child’s online world in order to help them as they navigate the influence of social media stars.

Bark covers 30+ social media platforms and apps, and our software was built to alert you to unsafe environments, and it was also developed to help you support your child in developing healthy habits for interacting with social media. Every time our phone monitoring app sends an alert, Bark also sends information about what to do next — boundaries to set, conversation starters, and information about how to support your child. We’re here to help!