The end of perfection? What Facebook’s decline means for Instagram.
For the first time since its fateful creation in 2004, Facebook’s user base is shrinking. This comes as no surprise to those who have been heeding the writings on the wall, namely Facebook’s, decline among young people. The company itself shared the statistic that teenage users of the Facebook app in the US declined by 13 percent since 2019. As the cool kids of the internet, teenagers (and Gen Z broadly) have the power to set the trends. In this case, they’ve proven their power to determine which platforms grow and which are on the decline.
This influence is why we’re paying very close attention to the recent backlash (often on TikTok) to the stereotypical productive influencer aesthetic that has come to define Instagram.
How did we get here? Facebook’s sister company has launched countless influencers and businesses who have connected with audiences and customers via perfectly curated feeds of beautiful photos. But, as any good marketer knows, it’s not just about selling a product, it’s about selling a lifestyle. And Instagram, with its stories, filters, and posts nestled among both the lifestyles of the rich and famous and users’ best friends was the perfect platform to do so. But what happens when the cultural tastes change and the farce of a perfectly aspirational lifestyle is shattered?
As part of Gen Z’s reexamination of American hustle culture and the workplace in general, today’s Gen Z consumer is questioning the notion of productivity. After all, this generation is prioritizing their mental health and wellbeing and went through a global pandemic that put their lives on hold during a pivotal time in their lives [think graduating from college, joining the workforce, etc.]. As part of the shift, they are examining the ways in which pushing too much aspiration can have negative effects. Even when well-intentioned, Instagram—and the influencers whose content keeps the app running—tend to reward perfectionism, a highly curated aesthetic, and shoppabilty above all else. Unfortunately, this is at odds with where Gen Z’s aesthetic leanings are headed.
Quick sidebar: Why do we/should we care about what Gen Z is up to? Unfortunately for Gen X and Millennials, the next generation often dictates much of the cultural trends. Businesses and brands have long prioritized the large Millennial group – but they’re no longer the “it crowd,” [don’t shoot the messenger!] It’s worth keeping an eye on Gen Z as an indication of where our broader culture might be headed.
And to that point, Gen Z's preferences are moving away from Instagram which rewards perfectionism to TikTok which is seen as a more forgiving and authentic platform. On TikTok, users are encouraged to be their quirky, absurd, and most authentic selves and get this: they’re even going viral for it! Some of TikTok's most beloved influencers like Brittany Broski seamlessly go between looking super glam for influencer events and disheveled at home. Self-deprecation, “messy” stories, and generally daring to make mistakes and talk about them is in style on TikTok.
This is creating a new type of social media dynamic that’s not focused on making everything look “perfect” to show off a ”highlight reel.”
TikTok isn’t immune to the perfectionism ingrained in us all. In fact, the platform played a role in the “that girl” trend of last summer. This trend saw people, often women, attempting to achieve the “clean look” and lifestyle that went with it characterized by a smooth low Olaplexed bun, color-coordinating SET active athleisure, stacks of dainty gold Mejuri jewelry, and workout, farmers market, and meditation routines. Think Emily Mariko of viral microwaved salmon fame. However, the trend fell as quickly as it rose due to swift backlash to the toxic and aesthetically limiting requirements that often centered on a certain type of Gen Z woman: white, fit, and wealthy. In other words, this trend was technically aspirational based on today’s societal standards but highly unrelatable to most of the population. The “that girls” aesthetic’s failure on the platform is a testament to this new more authentic social media presence.
Why now, you ask? The advent of algorithms like the Instagram “Explore” Page, and TikTok’s “fyp” (For You Page) have trained audiences to expect personal relevance. Meaning, as “relevance” shifts, brands must take note if they’d like to organically and meaningfully connect with their audiences through social media. Instagram is still an incredibly popular app and is setting the standard for shopability and audience targeting. We’re not saying to leave the platform, but do start steering your strategy especially if you’re looking to resonate with the under 30 crowd.
3 Ways You Can Future-Proof your Digital Strategy:
Embrace, the Instagram photo dump: You may have seen or heard this phrase being used in combination with a carousel of images that alone aren’t very interesting but as a collage set a distinct vibe. Think about how you can create photo dumps where around 30% of the photos are product shots and the rest focus on vibes and artistic direction.
Celebrate “imperfections:” Imperfections are not seen as the failures they once were, instead, these are opportunities for relatability. Don’t be afraid to talk about the difficult times, the products that didn’t work out, or the tough days. These are opportunities to be vulnerable with your community, something that is increasingly expected and celebrated.
Diversify Platforms & Content: We always caution against putting all your eggs in one basket (and encourage you to prioritize your owned platforms). However, this advice is even more paramount in the rapidly changing social landscape. Make sure the community you’ve built on one platform knows where to find you on others. AND make sure they will be seeing varied content tailored to each platform to deepen their connection to and resonance with your brand.