Nairobi: The Kenyan landscape is witnessing a transformation, marked by the rise of the ‘Influenced Influencer’. While the term might seem contradictory, it aptly captures the phenomenon of young Kenyan women deeply impacted by social media trends and the pursuit of curated perfection. This pursuit manifests in various ways, including a significant increase in cosmetic procedures such as liposuction, Brazilian Butt Lifts, and breast augmentations. These procedures have become aspirational, fueled by social media, though they carry significant risks, as highlighted by the tragic passing of Lucy Wambui.
According to Kenya News Agency, Mrs. Thabita Juma, a Nakuru-based psychologist, explains that Kenyan women are embracing elaborate skincare routines similar to those of their favorite influencers. While self-care is important, the focus on expensive products and multi-step regimens can be financially draining and sometimes unnecessary. This pursuit can lead to negative social interactions, as those who cannot
afford genuine beauty products might resort to counterfeit ones, risking skin damage.
In an interview with KNA, Mrs. Juma noted that the allure of the ‘soft life’ often leads women into exploitative situations. The ‘Kilimani Hustle’, as highlighted by platforms like Nairobi Gossip Club, underscores the dangers of seeking validation and financial gain through questionable means. Some women from rural areas, especially during the last Christmas holidays, flocked to Nairobi and Mombasa in search of glamorous lives, only to find themselves in precarious situations.
Additionally, Dubai has become a symbol of success for many Kenyan influencers, leading them to conform to specific beauty standards and adopt a lifestyle that may not be authentic or sustainable. The ‘Influenced Influencer’ checklist includes owning the latest iPhone for high-quality visual content creation on platforms like TikTok. Curated aesthetics and insincere motivational captions are common, often downplaying the role of sponsors and promotin
g a false sense of independence.
Mrs. Juma emphasizes that while social media offers opportunities for creativity and self-expression, it’s crucial to question the authenticity of portrayed lifestyles. Are these aspirations genuinely personal, or are individuals simply chasing an externally validated version of success? The influencer economy has undeniable potential, but it is imperative to encourage genuine self-expression and discourage the pursuit of inauthentic trends, promoting mindful spending and discouraging unnecessary consumerism.
She urges parents to encourage children to celebrate Kenya’s unique cultures and values rather than blindly following expensive Western trends, which can lead to severe psychological issues. She calls on the clergy to mentor morally upright youngsters who respect their elders and believe in themselves, instead of emulating strangers with unclear values.
Criticizing the sponsors, often wealthy men, Mrs. Juma highlights their insensitivity to young women’s vulnerabilitie
s due to poverty and poor parenting. This has led the youth to glorify wealth and appearances over morals and well-being. She also critiques the excessive consumption of social media content, which has diminished global interactions to mere smartphone screenshots.
Mrs. Juma urges the government to enhance wi-fi hotspots, especially in informal settlements and rural areas, to include everyone in the current fourth industrial revolution. She advises policymakers to train school-going children on accessing remote jobs to demystify the internet and promote positive content consumption.
With concern, she notes that Africa missed out on the first three industrial revolutions, including mechanization, electrification, and digital stages. It is crucial for governments to ensure the success of the cyber-Physical Revolution for all citizens. The ‘Influenced Influencer’ phenomenon presents challenges and opportunities. By fostering a more mindful and authentic approach to social media, young women can harness its powe
r for positive change, achieving respect and economic independence on their own terms.