The history books will have a lot to say about America during 2020-21. But making sense of these extraordinary times doesn’t just have to be left for history’s lens. Social media empowers us each to record firsthand accounts. And although lifestyle influencers and politics usually don’t mix, many creators have felt newly compelled to share their views.
It can be challenging to navigate social commentary as an influencer. You may wonder if you’re sharing too much or too little. On one hand, it feels good to speak out on issues you care about. You can advocate for change and connect with like-minded people. On the other hand, you may be criticized for straying from your usual lane, particularly in female-dominated spheres like fashion, food, and lifestyle. Female influencers and those from marginalized communities already face heightened harassment and scrutiny, according to academic research. Some report that this harassment has escalated during the COVID-19 pandemic. In addition, some influencers can risk doing more harm than good by spreading misinformation.
On the topic of influencers and politics, there is no one-size-fits-all approach. Instead, consider this: how can you stay true to yourself? What unique expertise can you share with the world? How can you help educate your followers and inspire action?
Authentic Advocacy Shines Through
Full-time blogger Alicia Tenise Chew knows about weaving social issues into a lifestyle brand. Amid travel guides and skincare recommendations, she has denounced anti-immigration legislation and urged her more than 30,000 Instagram followers to register to vote. She felt particularly called to action in the past year.
“After the Black Lives Matter movement, I realized that I could mobilize my audience to donate to organizations, teach them things, and educate themselves,” she said in an interview. “We can all get riled up over something, but if you don’t use that energy to create positive change, then what’s the point?”
Chew wasn’t always comfortable sharing her views. Despite politics not being taboo while growing up in the Washington, D.C. metro area, entering the influencer world was different. She often found herself as the only Black blogger at events. She initially followed the old adage that influencers and politics don’t mix.
“When you first start blogging, you want everyone to like you. And when you don’t meet Eurocentric beauty standards, well, you try even harder,” Chew wrote in a November 2020 post. She added that the 2016 presidential election was a turning point. She felt threatened by a politician like never before. Chew wanted to encourage people to think critically about tough issues.
Overall, discussing politics has helped forge connections with her audience. “I’m pretty surprised at the amount of engagement any activism and advocacy posts get. It’s about 10 times the amount of engagement I receive from ‘normal’ posts,” she said. Although not everyone likes this content, many readers share positive feedback. “They’re tired of influencers who ignore issues and appreciate it when influencers use their platform for good.”
Knowing When You Don’t Add To The Conversation
Followers often expect influencers to react instantly to news. That could be a restaurant opening, a trending recipe, or a global event. But when it comes to influencers and politics, not everyone has an informed perspective. (Is every donut photographer well versed in fiscal policy and geopolitics?)
Dara Pollack of The Skinny Pig NYC dislikes the pressure for influencers to quickly weigh in on topics when they lack expertise. She thinks people should speak up when they feel strongly; Pollack has shared sensitive firsthand experiences with her nearly 90,000 Instagram followers, including losing a loved one to COVID-19 complications. But she avoids explicit political commentary, lamenting that social media favors simplistic takes over nuanced discussions.
“We’ve regressed from social media connecting people to each other—its original intent—to social media that bullies each other. It’s like high school all over again, just in the digital form,” she said in an interview. “I think it’s ‘easier’ to jump on the bandwagon and start reposting stuff from other people as opposed to thinking for yourself. It’s a bad mentality around important and sensitive topics.”
Pollack notes that peer pressure plus inadequate research can spread misinformation. “Influencers aren’t news publications. They’re not required to fact check anything they say before sharing it,” she wrote in an October 2020 post. “One thing can go viral and it could, in essence, be completely inaccurate.”
This misinformation risk is real. For example, the mommy blogosphere catapulted #SaveTheChildren to trend with more than 800,000 Twitter mentions in mid-2020. It sounds like an innocuous call against human trafficking. It was actually a QAnon-linked misinformation campaign cloaked in pretty aesthetics. Influencers who shared the hashtag, even with good intentions, distracted from legitimate child welfare groups.
Inspire Action And Education—And Set Boundaries
Although Pollack avoids politics, she—like Chew—encourages her audience to take action and get educated on important issues. For example, shortly after the death of George Floyd in May 2020, Pollack offered free photography and social media marketing services for BIPOC restaurateurs. She recommends reading a range of non-sensational news sites (she likes NPR) and diversifying information sources to get many viewpoints. And when a follower demands that you speak up on a breaking political topic? Acknowledge if you’re still gathering knowledge. “My advice would be to say something like, ‘thank you for the message—I’m not ignorant or unaware of what’s going on in the world, I’m just not ready to talk about it yet.'”
Chew is proud of how she has led her followers to take action. “In the past year, my community has donated more than $2500 to charitable organizations due to me featuring nonprofits that work for change,” she said. She encourages other influencers to use their platforms for good. But Chew also notes that it’s necessary to periodically unplug from social media. She can’t do the most good if she can’t rest. “Self-care is super important when you’re doing activism work. I have at least one day a week where I’m completely offline, and it’s super refreshing,” she said. “No doomscrolling, no social media, just time to relax or work on myself. As a result, I might not be able to answer every direct message I receive, but I think my audience understands that I need time to decompress and log off.”