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: Cosmetic Procedures: The surge in cosmetic surgeries in Kenya is undeniable. Facilities like The Karen Hospital report a significant increase in procedures like liposuction, Brazilian Butt Lifts, and breast augmentations. This trend is fuelled by social media, making these procedures aspirational for a wider audience. However, the risks are real, as tragically exemplified by the passing of Lucy Wambui, highlighting the need for stricter regulations in the aesthetic industry.
According to a Nakuru-based Psychologist Mrs. Thabita Juma, Kenyan women are embracing elaborate skincare routines, often mirroring those of their favourite influencers. While self-care is important, the focus on expensive products and multi-step routines can be financially draining and potentially unnecessary. And, unfortunately, lead to negative social interactions amongst peers since those who don’t have the capacity to afford the beauty products may end up purchasing counterfeit ones that have a colossal effect on the face.
In an interview with KNA, she noted that the allure of the “soft life” often leads women into exploitative situations. The “Kilimani Hustle,” as portrayed on platforms like Nairobi Gossip Club, highlights the dangers of seeking validation and financial gain through questionable means. And some girls from the rural areas, especially during the last Christmas holidays, ran to Nairobi and Mombasa to seek the glittering lives, only to end up in dangerous hands.
Additionally, she said Dubai has emerged as a symbol of success for many Kenyan influencers. The pursuit of this “dream” often involves conforming to specific beauty standards and adopting a lifestyle that may not be authentic or sustainable. She emphasized that the’Influenced Influencer” checklist involves owning the latest iPhone for high-quality visual content creation on TikTok and other social media.
Apart from that, the psychologist stated that the curated aesthetics and insincere motivational captions are common, often downplaying the role of sponsors and promoting a false sense of independence.
However, she argues that social media offers opportunities for creativity and self-expression; it’s crucial to question the authenticity of the portrayed lifestyles. Are these aspirations truly our own, or are we simply chasing an externally validated version of success?
The influencer economy has undeniable potential. However, it’s imperative to encourage genuine self-expression and discourage the pursuit of inauthentic trends. And, encourage mindful spending and discourage unnecessary consumerism. She appealed to the young women to try and shift their focus from external validation to personal growth and fulfilment for the sanity of their minds.
Mrs. Juma urged parents to encourage their children to celebrate Kenya’s unique cultures and values rather than blindly following Western trends, which unfortunately are too expensive. And, at times, may lead to serious psychological issues that are difficult to treat.
However, she petitioned the clergy to step in and mentor morally upright youngsters who not only respect their elders but believe in themselves, instead of copying total strangers whom they might never meet or get to know what they stand for.
She blamed the sponsors, who in most cases are rich men, for being insensitive to the weaknesses of the young women, due to poverty and poor parenting, that has led youngsters to glorify riches, looks, and other material things at the expense of morals and well-being.
She also censured the overindulgence of social media content, which has reduced the entire world into screenshots on smartphones, which most youngsters are wasting their time on instead of using the platforms to work and make money for more fulfilled livelihoods similar to what their counterparts are doing in Asian countries.
She urged the government to enhance the wi-fi hotspots in the country to the informal settlements and rural areas so that everyone can feel included in the current fourth industrial revolution, which is taking the world like wildfire. And advised the policymakers to start training all school-going children on how to access remote jobs in order to demystify the internet, leading to positive consumption of its contents.
The psychologist noted with concern that Africa missed out on the first three stages of the industrial revolutions, which included mechanisation, electrification, and the digital stages. And, it behoves on our governments to make the cyber-Physical Revolution a success for everyone living within their borders.
She observed that the “Influenced Influencer” phenomenon presents both challenges and opportunities. By fostering a more mindful and authentic approach to social media, the young women can harness its power for positive change and empower them to thrive on their own terms. Hence, creating a unique trend that might earn them respect and a huge following, leading to economic independence, instead of relying on the sponsor’s money.
By Veronica Bosibori & Patience Moraa
