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Influencer

Influencers on Social Media – Opportunities, Risks, and Responsible Use

What Are Influencers?

Influencers are people who reach a large number of people through social media platforms such as Instagram, TikTok, YouTube, Snapchat, or Twitch. They regularly publish content about topics such as fashion, gaming, sports, travel, nutrition, or lifestyle and share their opinions, experiences, and recommendations.

The term “influencer” comes from the English word “influence.” Influencers can affect the attitudes, opinions, and purchasing decisions of their followers. That is why many companies work with influencers to promote products or services.

Why Do Teenagers Follow Influencers?

Many influencers appear approachable and authentic. They communicate directly with their followers, respond to comments, and share personal experiences from their everyday lives. This often creates the feeling that followers know the person well.

Scientists describe this phenomenon as a parasocial relationship. This is when viewers develop an emotional connection with a person from the media even though there is no real personal relationship.

Influencers can also:

  • entertain,
  • inspire,
  • provide information,
  • introduce new trends,
  • create a sense of community.

What Opportunities Do Influencers Offer?

Influencers can have positive effects:

Sharing Knowledge

Many influencers provide information about topics such as environmental protection, politics, health, education, or technology and make complex topics easier to understand.

Motivation and Inspiration

Sports, art, or study influencers can motivate teenagers to try new hobbies or pursue their own goals.

Community and Interaction

Social media allows people to connect with others who have similar interests. This can help teenagers make new connections and feel like they belong.

What Risks and Dangers Are There?

1. Unrealistic Beauty and Lifestyle Ideals

Many pictures and videos are edited, filtered, or carefully staged. As a result, they often create a perfect image of an influencer’s life.

This can cause teenagers to:

  • compare themselves with others,
  • become dissatisfied with their appearance,
  • develop unrealistic expectations about their own lives.

2. Hidden Advertising

Influencers often earn money through partnerships with companies. Teenagers do not always immediately recognize that they are looking at advertising.

As a result, purchasing decisions can be influenced without people being fully aware of it.

3. Spread of Misinformation

Not all influencers are experts on the topics they talk about. Nevertheless, their statements can be adopted and repeated by many people.

Especially when it comes to topics such as health, nutrition, politics, or finance, information should always be checked.

4. Time Pressure and Dependence

Many social media platforms are designed to keep users online for as long as possible. Constant scrolling and following influencers can lead teenagers to spend more time online than they originally planned.

Tips for Using Influencer Content Safely

Be Critical of Content

Ask yourself:

  • Is this information credible?
  • Is there any evidence to support it?
  • Does the information come from reliable sources?

Do Not Constantly Compare Yourself to Influencers

Remember:

  • Influencers usually only show selected parts of their lives.
  • Photos and videos can be edited.
  • Nobody’s life is perfect all the time.

Recognize Advertising

Look for labels such as:

  • “Advertisement”
  • “Ad”
  • “Sponsored”
  • “Paid partnership”

Consider whether a recommendation may be influenced by financial interests.

Use Different Sources of Information

Do not rely exclusively on social media for information. Also use:

  • news websites,
  • books,
  • school materials,
  • scientific sources.

Limit Your Screen Time

Taking regular breaks from social media can help reduce stress and leave more time for other activities.

Talk About Your Experiences

Talk to friends, parents, or teachers about content that concerns or confuses you.

Scientific Sources

  1. American Psychological Association (2023). Research on social media, mental health, and the effects of digital content on adolescents.
  2. Donald Horton & Richard Wohl (1956). Foundational research on the concept of parasocial relationships between media figures and audiences.
  3. Organisation for Economic Co-operation and Development (2024). Report on the influence of influencers on children and adolescents.
  4. World Health Organization. Research on media use, mental health, and the well-being of young people.
  5. Federal Agency for Civic Education (Bundeszentrale für politische Bildung). Materials on influencers, media literacy, and digital opinion formation.
  6. UNICEF. Studies and reports on the safe use of digital media by children and adolescents.

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