I am a new user of Instagram - only since lockdown last year but my use has reduced again as life gets back to some degree of normality. For me Instagram was just a form of entertainment and a bit of escapism. Although I find that both are lacking now anyway - there is very little escapism/entertainment in making beds or hearing about a Spotlight toothbrush. However, I noted something a bit more insidious about the accounts I once followed and that I didn’t like. Let me explain....
I occasionally watch Real Housewives (New York, Beverley Hills, etc) - easy, efffortless trash TV. The women in it are very privileged and curate an image, a lifestyle, with the glamour and travel to amazing destinations. They use their position to then promote their own existing businesses or set up new ones, they collaborate, advertise, partner with brands covering fashion, beauty products, wine, and so on. Now I know I will never live in Orange County or marry an older rich entrepreneur and I’m good with that. I’m a realist and I understand that what I am seeing is often scripted, contrived and not something to aspire to. We all understand that in watching those shows what we are seeing is a world away from our real lives.
You see where I am going with this...
There are parallels with the Real Housewives and the digital creators/influencers on Instagram, albeit on a local/parochial/county/provincial level
However, while you are unlikely to compare yourself to Bethenny in NYC, you may be more susceptible to comparing yourself with Sarah down the road in Ballina (or any of the others who go down a similar path or are hoping to follow suit). After all they are just like us in some ways - local women, mams, some with careers outside the home. So you begin to feel inadequate as you perceive that they are all winning at life on the basis of what you see on screen - a nice home, everything tidy, make-up applied, different outfits every day, plenty of disposable income (to spend on frivolous tablescaping accessories - can’t get my head around that one lol), self-care/me time, all while juggling the family demands of sleepless nights/breastfeeding/homework/after school activities. You may buy what they are trying to flog through their brand ambassador roles because on some subconscious level you feel that you need that item so that you too can win at life. That’s the basis of marketing but when the marketing is delivered by ordinary mams/housewives rather than celebrities it is a little more sneaky in its methods. But....
Just like the Real Housewives, the facade must be hard to maintain - behind the scenes there may be money troubles (spending beyond means to keep up appearances), the stress of being on screen (presentable, make up on when you feel like just wearing PJs and have your hair in a scrunchie), sacrificing of your family’s privacy (strangers knowing details about kids, where you live), the use of personal family events as content (weddings, bereavements), and so on.
Everything in life has its time and eventually Instagram will be replaced by something else. But what then for the Insta Mams? I wonder if they will look back and think it was all worth it to give up their families’ privacy for a quick buck? Was it worth it to maybe ruin their credibility should they try to go back into normal employment? Was it worth it to maybe have local people gossip about you and the notions you appear to have?
SweatyBettyT lol I was just doing a full blown essay comparing to Real Housewives, posted it and then saw your post - our minds think alike!!!