Behind the filter: Unintended social and psychological impacts of influencer marketing

While influencers often aim to promote positive behavior among their followers, growing concerns emerged about unintended negative consequences of their content, both on an individual level (social media users and influencers) as well as a societal level. This chapter examines three key areas of concern: (1) the harmful effects of influencers on followers’ physical and mental well-being, (2) influencers’ roles in shaping public discourse, and (3) the adverse impacts on influencers themselves. First, we examine how influencer content can harm followers’ physical and mental health, particularly through unrealistic body standards, promotion of unhealthy food, and upward social comparison—especially among young women. Mental health risks include increased anxiety, depression, and addictive behaviors linked to parasocial relationships and compulsive platform use. Second, the chapter addresses influencers’ impact in the public sphere, highlighting how they contribute to the spread of misinformation, political cynicism, and drive activism. Misinformation is often amplified by the perceived authenticity and trustworthiness of influencers, complicating efforts to distinguish fact from fiction. Finally, we briefly consider the well-being of influencers themselves, who face cyberbullying, antisocial behavior from followers, and the psychological pressure to maintain relevance and visibility. The rise of generative AI further complicates these issues by amplifying unrealistic ideals and misinformation. Taken together, the chapter underscores the need for greater awareness and regulation of the complex and far-reaching effects of influencer culture, both for followers and the influencers themselves.