Influencer Marketing: It Was Supposed to Be Authentic, But It Turned into Staged, Fake Content

Last week, news from the UK marketing market revealed that the agency Ogilvy UK is ceasing collaboration with influencers who use digital technology to alter their physical appearance, that is, retouch their faces and bodies. As one of Ogilvy’s directors, Rahul Titus, stated exclusively for The Drum magazine, 'influencer marketing should be authentic, but in the end, it has turned into staged, fake content that causes serious harm to users of social platforms'. The move taken by Ogilvy follows the initiative of members of the UK Government to introduce the law Digitally Altered Body Image Bill which mandates digital content creators to label edited photos and videos with a special mark.

The proposed law, inspired by Norwegian practice, is currently being discussed in Parliament, and Ogilvy hopes that its action will encourage government members to vote for it. Legal regulation in the world of influencers and social platforms is necessary as many studies worldwide have confirmed the toxic impact of influencer content on users, especially on the younger population. For instance, the UK has recorded a 41% increase in hospital treatment for anorexia, bulimia, and eating disorders among those under seventeen. There has also been a drastic rise in diagnosed body dysmorphic disorders (distorted self-image), anxiety, and depression, with even 77% of girls, according to a Dove study, hiding at least one part of their body in photos they post on platforms, and more than 80% of those under thirteen using apps for physical 'beautification'.

The only way to change that frightening, distorted self-image (of one’s physical appearance, and thus one’s self-worth) is to literally shut down social networks, but since that idea is, to put it mildly, utopian, Norwegian and British politicians, along with the Ogilvy agency, have decided to take steps to fix things in the future.

Photoshop Ban

As Titus explained to The Drum, the decision to stop working with influencers who Photoshop is based on research conducted with behavioral scientists, as well as discussions with influencers. One of Ogilvy’s clients, Dove, supported their decision as it also deals with the toxic relationship users have with social platforms in its marketing communication and aims to promote authentic, natural beauty in marketing campaigns. The support from such a large client has given Ogilvy a boost. They plan to implement this new policy in two phases. Next month, they plan to introduce brands and influencers to the new policy, and in May, they will implement it. By the end of this year, they intend to completely put an end to edited sponsored and paid content created by influencers. They also plan to increase the diversity of influencers they work with so that their portfolio of faces better reflects the real image of the world, that is, truly represents the general population.

– We should undo the last ten years on social media, and that is a process that will not happen overnight, nor in two months. What we are doing now will bring more concrete changes in about five years. It is a big project, and that is perfectly fine – said Titus, adding that he hopes his move will trigger a chain reaction in the industry and help other players implement this policy in their business.

– Clients want this, the industry wants this, influencers are generally satisfied with the idea, and I now ask myself: 'Why has no one done this before?' – Titus told The Drum reporters.

Envy Spiral

Comparing oneself to unrealistic beauty standards is nothing new: consumers (especially young people and women) have always felt bad because their bodies and faces did not resemble those on the covers of glossy magazines. However, social platforms have significantly worsened this problem as users are exposed to retouched images of the world (consuming digital media for several hours a day) and no longer compare themselves (only) to models and stars but also to their friends, acquaintances, peers, influencers, and even – themselves (the filtered self-image vs. the real reflection in the mirror).

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As Forbes recently wrote, at first glance, there seems to be nothing wrong with filtering a selfie occasionally, but in reality, the matter is much more dangerous as it promotes an irrational idea of how someone should look. Especially if other users, followers, start complimenting such a look, the person feels better, more popular, wants to do it again, and begins to feed their self-esteem with things that actually do not exist (or, better said, lies). Psychologists have recently coined the term 'envy spiral' which refers to the creation of a photoshopped online environment that has nothing to do with reality.

Educating Young People and Adults

As many as 55% of American plastic surgeons who participated in a study said that more and more clients want to change their faces to look better in – selfies. However, such interventions can only bring them closer to the appearance of a person after being filtered, not completely transform them into that person. Even 60% of young women feel symptoms of anxiety and distress because their real appearance does not match their online one. Young women who spend just ten minutes editing their photos feel more anxious, less confident, and less attractive than those who post raw versions. We cannot change technology, Forbes concludes, and if we agree that social platforms and programs are proof of technological advancement, we cannot turn back the clock either. Still, there is no reason not to start using it differently.

To begin with, not only should young people be educated about the toxicity of social platforms, convincing them that what they see on the feeds of their virtual friends simply does not exist, that it is not real – adults should also be educated. Besides preventing them from reaching for filters to smooth out wrinkles, they should be given tools and taught how to communicate with kids so that they are truly heard. Adults, brands, marketing agencies, and, of course, governments (Norway is a great example) should work together to create a better, more realistic image of the (online) world.