A virtually imperfect life

"Finstas", second Instagram accounts where users share private photos to a smaller circle, have been around for quite some time. In the early days, TikTok was essentially a Gen Z app and often seen as an escape from the easy gloss of other sites. It seems younger consumers have long been aware of the constraints they feel when posting, but the pandemic has hardened this sentiment.

According to our GWI USA dataset, Gen Zs are less interested in influencers and celebrity news compared to last year. They're also less likely to want their lifestyle to impress others, and more think it's ok for people to say when they're struggling. Gen Zs are not only a key consumer segment, they’re powerful trendsetters in the world of social media. If this group is a sign of where global consumer sentiment is headed, it's likely the “polished” curated self we've come to know won't have the same impact it once did; this would clear a path for more diversity and self-expression in the influencer sector.

Across every age and gender bracket, there’s a group seeking further conversation about personal and societal challenges, and this is echoed throughout our research. The portion of American Gen Zs and millennials saying they always try to speak their mind has climbed since the end of 2020, which has enhanced general receptiveness to pages that seem to accomplish this. Right now, around a third of consumers are more willing to trust people if they know about their difficulties, rising to 44% among those who are increasingly open about how they feel online.

Recent media examples validate the existence of this mindset. Traditionally speaking, an athlete's success depends on their ability to master perfection, which is why the world was shocked when decorated gymnast Simone Biles withdrew from the Olympics in the interest of her mental health. While the move sparked some criticism, AI platform HypeAuditor found that the overall reaction on social media was favorable; and between July 26-August 2, Biles gained more than 1.8 million Instagram followers.

Every influencer or athlete will have struggled, emotionally or physically, at some point. Sharing this aspect of their life doesn’t leave a blemish on an otherwise picture-perfect profile, but often brings it down to earth in the eyes of viewers.

Online personalities who don’t feel comfortable digging this deep can peel back layers by speaking more freely about other issues. For example, social media users who gravitate toward people that acknowledge their flaws are also more likely to say they mainly use platforms as a space for sharing opinions. The apparent rising class of influencers who exist to spread ideas rather than products – known as “genuinfluencers” – therefore stands to have a positive impact on their perception of influencer culture.

2020 was dubbed the year of the “photo-dump”. And there’s a reason why many relished bundling a group of random photos together at a time when societies were undergoing real hardships: they wanted a break from their carefully curated online self which didn’t chime with reality.

As we cover in our “More than skin deep” article, ditching the glam is a trend in itself. It’s wrong to assume that those no longer chasing the old idea of “perfection” have grown less fashion-conscious. Consumers who say they’re less interested in using filters demonstrate above-average concern for their online image and are considerably more likely to cite posting about their life as a top reason for using social media. The “in” aesthetic may have changed, but many continue to pursue it.

In the present day, a tightly controlled, shiny version of ourselves doesn’t boost likeability in the same way it used to. Past research has demonstrated the advantages of candid (rather than posed) pictures as a way of making people seem more genuine, and it’s likely photo-dumps achieve something similar.

While there’s still demand for inspirational images that look good, some consumers want content to better reflect the reality of post-lockdown life and support people. Luxury or fashion brands that traditionally rely on glamour shots might drive growth by adding some eccentricity to their marketing mix. Whether that’s in the form of raw, messy images or self-deprecating memes, the up-and-coming vibe is characterized by light-heartedness and impulsive creativity.

When trying to tap into this mood, the question should always be: what best captures me or my brand? Followers often see through attempts to seem relatable, hence the term “curated imperfection” and the sour taste it’s left in some people’s mouths. Ultimately, authenticity isn’t an aesthetic that can be mimicked, but something brands need to get across – in whatever way they can.

Businesses stand to benefit from tapping into the casual posting trend, which offers an easy way to capture what happens behind the curtain. Though the current formats and hashtags designed to counteract curated perfection might not be around in a few years’ time, the spontaneity and realness they’ve unleashed is set to stick around.

Investing in these qualities, both from a brand and influencer marketing perspective, will help players adapt in an online social climate where many want to see the world in all its tainted glory.