(Photo courtesy of the University of Colorado Boulder)
This piece is from the CU Independent’s opinion section. Any opinions or views do not represent the CU Independent.
From TikTok’s “Day in My Life” videos to Instagram-worthy trends, influencers are everywhere, and they are becoming the virtual roommates of college students around the country. As these seemingly perfect, curated lives consume our feeds, experts question the impact of influencers: Are we being genuinely inspired or drawn into a shiny, performance-based facade? The impact of social media, and specifically influencers, goes beyond lifestyle and shopping choices – it affects self-image, mental health and societal standards.
A Pew Research Center survey found that 76% of college students use Instagram and 59% use TikTok, platforms influencers dominate. Even though influencers provide entertainment and a sense of connection, there are negative trends such as the promotion of unrealistic lifestyles. This duality poses challenges, especially for college students in their formative years.
Influence on Campus Life
Influencers shape many aspects of student life, from what clothes to wear to what class to take. Madeline Caruso, a student at the University of Colorado Boulder, follows influencers such as Alix Earle and Hailey Bieber.
“I buy a lot of skincare, makeup, and clothing because I’ve seen it on an influencer, or they’ve done an ad for it,” she said.
Caruso signed up for Pilates classes after seeing a video from an influencer. According to MSS Media, 92% of TikTok users purchase products they see in videos. Even though influencers can promote wellness and productivity, Caruso mentioned that not all their impacts are positive. According to Desmond Holiday, a mental health professional, social media pressure can lead to feelings of inadequacy and stress.
“While social media has been a source of connection, it also serves as a hypersonic agent of division and isolation. It offers a polished, arguably false peek into the lives of others and can leave the onlooker feeling chronically less-than and forever left out or underachieving,” said Holiday.
Marketing Power and Mental Health Trade-offs
One of the greatest strengths of influencers is their ability to shape trends and connect with audiences, which traditional marketing lacks. LoriBeth Grennan, a marketing professional, explains how effective influencers can be in marketing.
“For Gen Z, influencers offer a trusted connection, making them feel like a buddy who is sharing news with them,” she said.
MSS Media highlights a supporting statistic, noting that Gen Z TikTok users are 1.8x more likely to make a purchase based on influencer recommendations rather than traditional marketplaces. This demonstrates the trust college students place in influencers.
This trust, however, can have a darker side.
“We all have seen the negative effects influencers can have on culture … Influencers can take advantage of their platform, misinforming and misguiding people,” said Grennan.
For students, it can be difficult to navigate and separate the lives of influencers from their own. It may seem like a supportive online community, but there are potential mental health pitfalls hidden in plain sight. Marketers have taken advantage of students’ trust in influencers and used it to promote unhealthy products or lifestyles.
A survey by ACE (American Council on Education) supports this argument. ACE found that depression in college students has increased from 21% in 2014 to 41% in 2023. These numbers align with the rise of social media usage and the rise of the influencer. Now, even though correlation does not equal causation, this link is worth noting as influencers gain more dominance.
Navigating the New Normal
Influencers are not going away anytime soon, as they have become strong marketing tools and have dominated feeds globally. They will continue to play a significant role in shaping college culture – the conversation must shift to create balance. Practicing mindfulness around consumption, highlighting authentic values over curated content and staying curious and critical about the world around us is key.
“Living in a world with social media takes a lot more personal fortitude and discipline; however, once it’s cultivated, social media can be a tool that works for you, rather than you becoming zombified by it,” said Holiday.
Contact CU Independent staff writer Emma James at emma.james@colorado.edu.
