The Problem With Policing What Others Post Online

From micro beauty bloggers with 10,000 followers to A-list celebrities, nowadays, it doesn’t matter what size your platform is, but if you have one, be warned, it comes with increasing exception. Since the pandemic began, we’re seeing influencers come under fire for having a stance – or lack thereof, on issues that their fanbase demand them to speak up on. Regardless of their niche and reason for such audience, followers now demand influencers of all stripes to speak up, but in a ‘certain’ way.

It’s clear that fans – or so they believe – are in control of an influencer’s destiny. Post ‘off-topic’, insufficiently, or overkill, and cue swift backlash. Cue apology posts, cue panic, cue potential cancellation? But the question still lies with why we believe our favourite beauty and fashion influencers should have an educated and fresh stance on every topical issue and movement that’s happening in the world right now? Is it our fault for blurring the lines between celebrity worship and online conduct that we expect those on our screens to give us everything or piss off out of sight?

With the devastating ongoing war in Ukraine, many Irish influencers have recently come under fire for not posting enough about what’s going on and acknowledging the political climate. Celebrity stylist Courtney Smith took to her Instagram Stories in March to note that she had received messages saying it was “tasteless” to post fashion content during the current circumstances, to which she had to address that she has been doing her part, donating and sharing information. ‘I am also aware that there are accounts much more equipt and educated on the subject which I prefer to promote by resharing their content,’ Courtney noted. Explaining that fashion is not just her job, but her outlet when times are tough both personally and when she wants to switch off from the world.

But Courtney’s just one example. Chatters of people keeping ‘spreadsheets’ of influencers who don’t post or speak up on certain issues have also been reported, with fans keeping a watchful eye on those they follow, almost seeming charged to attack if statements and posts aren’t speedy and insightful. And this isn’t just an issue here in Ireland, Australian influencer Olivia Rodgers is another name among many that had to highlight that she does care about what’s going on in the world but doesn’t feel qualified to add to what’s already an oversaturated market of same-ole statements. ‘People should not be relying on social media to stay updated on what is going on,’ she noted and she’s right in a sense. Why are people looking at former Miss Australia for an opinion on Putin’s aggressions towards Ukraine?

 

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Meghan Markle used her platform to speak up about the ongoing situation in Ukraine and got called out by Piers Morgan. When sharing her sympathy, Piers cheeky chimed in to add that her comment would really ‘rattle Putin’ in classic snarky style from the TV presenter. So tell me, where is the winning? You are dammed if you do, and you’re absolutely dammed if you don’t.

In a world where fake news is rife, and everyone has the ability to give their two cents on every topic, even when unwarranted, why are we looking for more? Especially from those who – let’s face it, are probably unqualified to talk on the subject. Or even worse, could be extremely triggered or dealing with their own personal issues, especially in regards to topics around violence against women. We saw this at the beginning of the year with the horrific and heartbreaking murder of 23-year-old Ashling Murphy in County Offaly. Sometimes situations can provoke very personal issues for people and thus, it’s their right to speak out on a situation when and how they please. You really never know what’s going on in someone’s life off screen and thus, I will reiterate a phrase that I’m sure you’re familiar with by now, be kind.

 

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Young influencers tend to especially bear the brunt of these new expectations given their highly engaged Gen Z audiences. ‘The younger demographics, especially Gen Zs are using social networks as their news source, and so, they’re looking and expecting from the people that they follow in any industry to speak up on various issues, which can be unfair when the influencers aren’t experts in any of these fields,’ says Sarah Kiernan, managing director at Icon Management.

As it is Sarah’s job to work closely with influencers developing premium campaigns and expert professional marketing, Sarah knows first hand how challenging it can be for influencers to navigate the current climate. ‘I think people also forget that influencers are normal people like any of us, who just have a larger following because of a niche that people want to follow them for. I think people sometimes believe that by sending a mean message they won’t see it or it won’t affect them, but it really does,’ adds Icon Management’s talent manager, Karen Gaffney.

For many young followers, they expect to see their views reflected in those that they follow, especially the ones who consider themselves ‘stans’ of certain celebrities, with their own identities so wrapped up in the people they admire, that it almost feels like they’re being letdown when stars don’t mirror exactly what they think and how they feel.

 

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‘If people want to be educated on certain issues, they need to find and follow reputable sources,’ adds Sarah. ‘It’s unfair to presume or expect someone that they follow in different industries to just overnight become experts in a field that they’re not.’

Continuing Sarah notes that maybe influencers too need to speak up more about not being comfortable to share information on certain topics because they’re not the ones people should be listening to and instead, point their fanbase in the right direction. But in contrast, if an influencer does feel like this is an issue they want to speak up on, Sarah has some pointers to note here too. ‘Make sure that the information is reputable and that research has been done. And most importantly, speak up because it’s important to you and not because you feel like you have to because you’re feeling pressure from your following.’

And personally, I can totally understand how frustrating it can sometimes be to see someone you admire not using their platform for reasons you believe are necessary, but it’s also important to take a step back and factor in why that might be? Or why you’re allowing it to upset you. The internet is full of resources, and accurately giving your time and energy to the pages that inspire, educate and nourish you is so important, just remember that not everyone can give everything, period.