This post is a deeper dive into a topic I’ve written about before. See February’s post for more!

Influencers Make it Up

I listened to a podcast on my way to work this morning. You know I love listening to podcasts in the car because I either learn something or laugh or both, and that makes the drive feel shorter. This particular podcast was new to me. I had added it to my library a while ago and finally gave the most recent episode a try, taking a break from my barstool bffs Bri and Grace. I really enjoyed what this host had to say about finding your true self. But at some point, I wondered how she came up with the how-to list. And that’s when it hit me: influencers make ideas up as they go.

Influencers make it up because we all make it up

That’s not to say that their ideas haven’t been tried and deemed successful by themselves. In fact, that’s exactly my point. Content creators take everyday things most of us do (makeup, organizing, cooking), record it in an easily-digestible form of media, and put it out to the world. Influencers have to be dedicated to what they do, to be fair. But what they put out to the world is their personal experience. It’s their makeup routine, their closet organization hack, their favorite easy breakfast. And if anyone is like me, my personal experience is all trial and error.

Influencers Profit off of trial & error

The use of social media to spread ideas for simple everyday tasks opens up a broader conversation. In order for trial and error to occur, each trial needs to vary. Do we as humans collect others’ experiences to incorporate into our own lives? Do we see a new way to wash strawberries on Tik Tok and save it to try the next time we buy strawberries? Alternatively, do we see someone’s poorly made dress from online and decide to avoid that brand?

psychology explains how influencers influence

A few psychology ideas come to mind for me. Which do you think is most applicable?

1. Observational learning refers to the way children learn to interact with and react to others by watching their caregivers. A part of us may always be watching others to see how we should behave. This may only be true for the content that we have never tried before. It may also be applicable for content created by people we look up to. I want to see what Alix Earle wears on a date, not because I don’t know how to dress myself, but because I want to emulate her, much like children want to emulate their caregivers.
2. The brain is attracted to learning new things. Neuroplasticity refers to the brain’s ability to expand neural pathways, or the connections among ideas in our head. If we are constantly searching for novelty, even subconsciously, someone else’s way of doing something we have never heard of will grab our attention.
3. In-group conformity is the idea that we all want to be a part of an exclusive, seemingly superior group. In-groups (and out-groups) can be divided by biological factors or social identities. If Alix Earle is part of the cool influencer in-group, I want to copy everything she does. She is part of this elevated group of people who get invited to the Tarte Dubai trip and the Barbie Movie Premiere. I’m part of the out-group, and I want in.
4. Subconscious social pressures push us to want and do what those with social acceptance have and do. In my opinion, this is the #1 reason why influencing works, and I briefly discussed it in my previous influencers post. Social media allows for social acceptance on a massively unprecedented scale, and if that acceptance is something we all subconsciously crave, we are going to want to be involved.

So, what do you think? Did I crack the code on influencing? With this insight, do you think I can finally achieve Tik Tok fame?

xoxo,

K.C.

More reading…

Social Influences on Decision-Making: Neuroscience Insights