Unattainably Perfect

FILTERS, ADOBE PHOTOSHOP, and other digital tools are commonly used by social media influencers. These celebrities or individuals hold great sway over online audiences.

Instagram has come under growing scrutiny by the media in recent years for promoting and popularizing unattainably perfect, unrealistic representations of influencers. What’s less understood is the appeal and the actual effect that these digitally enhanced images have on followers–particularly in terms of people’s feelings of self-worth and mental wellbeing.

A study by Goizueta Business School’s David Schweidel and Morgan Ward sheds light on the real-world impact of digital enhancement.

Across five studies with a broad sample of participants and using AIpowered deep learning data analysis to parse individuals’ responses, Schweidel and Ward unearthed insights around the lure of idealized images and the negative “downstream consequences” they have on other users’ self-esteem.

“Going into the research, we hypothesized that micro-influencers who digitally manipulate their images, offering unrealistic versions of themselves, would be more successful at engaging with other users, getting more follows, likes, and comments. We do find this to be the case, but that’s not all,” says Schweidel. He and Ward also discovered that when users are exposed to these kinds of images, they make comparisons between themselves and the enhanced influencers; comparisons that leave them feeling lacking, envious, and inadequate.

In terms of mental health and wellbeing, this is alarming, says Ward.

“Our research shows unequivocally that when followers consume idealized versions of popular figures on social media there is a social comparison process that results in these users experiencing negative feelings and a substantial decline in their state of selfesteem.”

Based on these insights, is Meta–the owner of Facebook and Instagram–likely to take action to limit the use of digital enhancement on its platforms and apps? Unlikely, say Schweidel and Ward.

“Meta seems to be fully aware of the deleterious effects that Instagram has on its users. However, the success of Instagram–and that of the brands and influencers that appear on the app–is fueled by increased consumer engagement: the very engagement this kind of digital enhancing of images drives. So, there is incentive to maintain practices that keep users engaged, even if there’s a trade-off in terms of their emotional and mental health.”