Influencer marketing blurs the line between genuine recommendations and sales tactics.
Buying into ads fuelled by overconsumption and unrealistic expectations subtly undermines our sense of self-worth, distorting our ability to distinguish between authenticity and illusion.
Think of the last time you were mindlessly scrolling TikTok or Instagram Reels at 3 a.m. and came across the perfect pair of pants. You searched for the link and saved it for later, only to forget about it entirely. This wasn’t just impulse—it’s the pull of social media advertising. We’re constantly exposed to what others have, convincing ourselves we need it, too. While product recommendations seem genuine, more of it is a crafted illusion than we think.
As both a consumer and a small-scale influencer who’s done brand deals, I’ve experienced the tension of marketing from both sides. I’ve witnessed how easy it is to get swept up in the marketing conducted by influencers, believing products are life-changing because an influencer in a 30-second clip told me so. But I’ve also been behind the camera, amplifying messages, reshooting takes, and curating content to make a brand deal look seamless.
While I’d never strive for outright deception, it’s something experienced influencers commonly do—and something we all need to get better at recognizing before wasting money or comparing ourselves to impossible standards.
Advertising has always shaped consumer behaviour, but social media takes its impact to a new level. Unlike traditional commercials, influencer marketing feels personal. Seeing your favourite influencer use a product in their everyday life feels more like a recommendation than an ad. And because of their relatability, it’s easy to believe they genuinely love what they promote.
An influencer’s excitement for a product can be genuine, but often, it’s just a polished sales pitch. Many promote items they barely use, creating unrealistic expectations—about what we buy, and how we live.
When sponsorships aren’t disclosed, marketing gets mistaken for reality, causing us to lean into impulse purchases or compare ourselves to lifestyles that don’t truly exist. I’ve fallen into this trap myself, only to realize that what seemed essential was part of the illusion.
We like to believe we’re good at spotting what’s real versus what’s fake, but it’s harder than it seems.
Yes, there are positives to social media—discovering new artists or finding great small businesses. But beyond that, we’re falling into a cycle of overconsumption.
Influencer marketing fuels this constant need for something new. We don’t always buy things because we need them—we buy into the idea that we’re off buying things others have. Hook lines like “THIS PRODUCT CHANGED MY LIFE” embed themselves into our subconscious, pushing us to abandon perfectly good routines and chase after the next trend. Once we buy the “life-changing product,” we’re onto the next trend in a never-ending chase for satisfaction.
Influencer marketing isn’t inherently bad, but the curated and sometimes misleading nature of it is consequential. It’s best we think twice before putting our self-worth on the line and mistaking curated illusions for authenticity.
Cassidy is a third-year Media and Performance Production student and The Journal’s Senior Video Editor.
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