Are Virtual Connections the New Reality? Exploring Authenticity in the Online World in 2024

Introduction:

A decade ago, the term “personal brand” might have seemed as unfamiliar as “Femfresh.” Instagram was a platform filled with candid, poorly lit photos of friends, shared mainly for memories. Today, spontaneous snapshots are rare among the meticulously curated posts designed for self-promotion (my own included).

Billie Eilish’s Close Friends Experiment:

Recently, Billie Eilish added numerous followers to her Close Friends list on Instagram, sparking excitement. Could this signal a return to a more casual, old-school social media experience?

Celebrities Embrace Close Friends for Authenticity:

Many celebrities are using Close Friends lists to foster a sense of intimacy and authenticity with their followers. Unlike my sporadic use of the feature, these influencers regularly share exclusive content with a select audience.

A poll I conducted on Instagram (125 respondents) revealed that 41% use Close Friends regularly, and 18% do sometimes. Reasons ranged from sharing personal photos of children to venting about personal dramas.

Eilish’s Clever Marketing Stunt:

Despite initial excitement, it was revealed that Eilish’s move was a marketing stunt for her new album. She added all her followers to Close Friends, then removed them after the album launch, gaining 10 million new followers in the process.

The Professional and Confessional Era:

Eilish’s stunt highlights a growing trend where the professional and confessional co-exist. Celebrities now share personal details to maintain audience engagement, though it’s a delicate balance.

The Impact on Influencers:

This trend blurs the line between private and public life. Polyamory educator and influencer Leanne Yau experienced this firsthand. Offering personal content on Close Friends for Patreon subscribers led to audience entitlement and boundary issues. Yau now restricts personal content to long-form videos on Patreon.

The Risk of Close Friends Lists:

Using Close Friends lists can be risky. Influencers might share content that could damage their reputation if made public. Lois Pia, founder of Pia Publicity, notes that Close Friends could lead to overnight cancellations if misused.

Audience Expectations:

Instead of questioning celebrities’ use of Close Friends, we should examine our expectations. Why do we demand authenticity from influencers while knowing they lead vastly different lives?

Conclusion:

Celebrities face a no-win situation: they must balance relatability with maintaining their unique appeal. As social media evolves, so do celebrity strategies. If we dislike their approach, we always have the option to unfollow.