Social Media Dynamics: The Battle Between Content Creators and Dermatologists
My social media feed is carefully curated, but TikTok seems to have a mind of its own when it comes to what it shows me. Lately, I’ve been unfollowing and muting accounts more frequently due to the overwhelming presence of dermatologists criticizing beauty content creators.
While I support debunking misinformation, the relentless criticism from experts towards creators, often in a condescending tone, is becoming too much. As a result, creators have started pushing back, sparking a digital battle that leaves me feeling like a bystander caught in the middle of influencer clashes.
If you want to understand the current social media landscape and the tensions arising between experts and content creators, stay tuned for a closer look at this ongoing battle for influence.
Different Categories of ‘Skinfluencers’
There are actually four main types of ‘skinfluencers,’ according to Cigdem Yilmaz Kemal, a cosmetic chemist and the founder of Skin Masterclass.
The first group includes skin health educators, such as dermatologists and aestheticians, who approach skincare with a strong scientific background. The second category consists of cosmetic scientists like Yilmaz Kemal, who possess in-depth knowledge of ingredients and formulations due to their involvement in creating them.
Another essential group is toxicologists, whose role is becoming increasingly critical in addressing and dispelling misinformation about skincare products, such as unwarranted cancer concerns related to substances like parabens and chemical sunscreens, as noted by Yilmaz Kemal. Lastly, influencers and celebrities also play a role by sharing their experiential knowledge and personal viewpoints.
These diverse voices collectively contribute to educating and engaging audiences in the beauty industry, each within their specialized area of expertise. However, there may be instances where boundaries are blurred, leading to potential issues.
The Struggle for Attention
Attention is the most valuable commodity on social platforms, with creators constantly vying for it.
Esthetician and skincare educator Katie Onyejekwe finds it to be a complex situation. She acknowledges the positive aspect of increased accessibility to skincare advice from reputable sources.
Yet, this abundance of information has led to a pressure to “go viral,” according to Onyejekwe. She points out that some brands, creators, dermatologists, and estheticians may prioritize views over accuracy, resulting in a confusing and potentially harmful skincare landscape.
Experts have to rely on their expertise to navigate this environment, but even that may not be enough to stand out in an algorithm that seems to prioritize clickbait.
The Value of Authenticity over Expertise
According to psychotherapist Tasha Bailey, expertise alone does not guarantee authenticity. In today’s world, authenticity and connection are often valued more than just professional advice.
Bailey emphasizes that trust is not solely based on knowledge and expertise but also on reliability. Delivering advice with both credibility and a relatable personality can build trust with individuals seeking guidance.
Sharing personal stories and struggles can create a strong connection with audiences, which may be lacking with more general experts. Content creators who cater to specific niches are often perceived as understanding their audience better than broad experts.
Influencers excel in leveraging online word-of-mouth marketing by connecting with their followers through shared interests and aspirational content. Many successful content creators are skilled marketers in addition to being influencers.
Engaging with skincare influencers by criticizing their lack of expertise is not an effective strategy as it does not add value to the conversation. Instead of debunking misinformation, experts can attract more followers by creating engaging content supported by facts.
Experts Concerned About Spread of Misinformation Online
Experts in various fields express their frustration with the prevalence of dangerous and inaccurate information being portrayed as truth on the internet. The fear-mongering related to ‘chemicals’ is widespread in the industry and has influenced people’s beliefs beyond just beauty products. One particularly concerning trend is the dissemination of false narratives about sunscreen by online creators.
Creators Pushing Back
There has been a noticeable trend of creators pushing back against experts who criticize and debunk their content, asserting their value in the industry. One common tactic is to call out the industry’s practices that they find questionable.
It is contradictory to dismiss skincare as a marketing tactic and a waste of money while simultaneously making money from selling skincare products. The oversimplified nature of these critiques is concerning, as these videos often serve as another clever marketing strategy.
This is not to say that creators do not play a valuable role, but using sensational language to criticize one thing while promoting another in a simplistic manner may not be beneficial for the industry overall.
Insights into Current Social Dynamics
The ongoing clashes between influencers and experts in the beauty industry offer a glimpse into broader societal trends. At the core of it all lies a crisis of trust affecting us all.
According to Bailey, the influx of often conflicting expert opinions over the years has eroded public trust in traditional authorities. Pre-pandemic, expertise was largely unquestioned, but now skepticism prevails.
Our inclination towards seeking out information that validates our preconceived beliefs is more prevalent than we realize. Content creators who tailor their messages to specific audiences often resonate more than traditional experts.
Moreover, the issue of paid advertisements further complicates matters, especially concerning medical professionals. Some professionals advocate against all forms of paid content, emphasizing a higher standard of care for patients.
The Evolution of Skin Influencing
When it comes to addressing the issues in the skincare industry, finding a solution is not a straightforward task. Educating the audience through expert advice and personal stories shared by influencers is crucial for media literacy. However, it is essential to establish boundaries and show respect.
While it is important to debunk misinformation, it should be done in a manner that does not belittle or bully individuals. The key to breaking through the clutter is by presenting information in a way that resonates with the audience. Providing factual content to attract and retain viewers without succumbing to sensationalism is crucial. While some experts adhere to these principles, many do not.
Yilmaz Kemal is among the few professionals who prioritize ethical boundaries and validate their claims. However, not everyone upholds these standards.
For Onyejekwe, the emphasis is on education and integrity. She believes in anticipating the audience’s inquiries and offering necessary information in a transparent manner. Upholding integrity is paramount, as the main goal should be aiding others with accurate information, even if it means sacrificing popularity.
The issue of skincare influencing is complex, and there is no definitive solution. Engaging in conflicts will not benefit the beauty community in any way.
