Has Social Media Made Us Slaves To Self-Promotion?
In this opinion piece, Daresay content editor Rose Schleicher asks the all-important question: has social media made us slaves to self-promotion?
In the age of blogging, social media, influencers and thought leaders, constant self-promotion has become a seemingly indispensable tool for everyone from the successful CEO to your regular Joe. Content is still king, after all.
As someone who has never published a LinkedIn article and tends to be more active on her dog’s Instagram than her own, this concept has always felt somewhat foreign to me. And yet, my millennial self constantly challenges me to embrace it.
So, why are we so drawn to self-promotion? And should we consider breaking the cycle?
Self-promotion vs. humility
Many of us were shaped by the ideals of our parents and grandparents, where humility was often labelled as a virtue. Today, however, not going above and beyond to make yourself heard could actually turn into a disadvantage in a professional environment.
Although not actively participating in the public race for attention is, of course, not a reflection of someone’s true abilities, it could indeed affect how your audiences and peers perceive you.
Sending signals
Slack, which are infamous for honing innovative company culture practices, attribute this to our natural instinct to gravitate to the loudest people in the room. That’s because we often subconsciously associate this kind of ‘noise’ with confidence, and thus, competence.
Reflecting on current trends in politics, social media, and even our workplaces or personal circles, it seems true that we tend to listen most to whoever is most verbally present. This is not an entirely new concept. In fact, it has long been anchored in our DNA and can be traced back all the way to evolutionary biology, where it’s known as signalling.
Signalling theory refers to behaviours we use to ‘signal’ certain information about ourselves to our peers, such as status or abilities. In the animal kingdom it’s the peacock prancing around with its colourful tail to attract a mate. In the workplace, it might be the colleague who always manages to somehow play themselves into the foreground. In marketing, it might be the influencer, who constantly has a new story on the go.
In the marketing context, this is called cost-signalling. Meaning, if a brand or individual appears to invest more time and money into marketing themselves or their product, chances are they’re perceived to be more competent than others – regardless of whether this is true or not.
As such, it fuels the perception that the ones with greatest public presence are also likely to add the most value.
Quantity over quality
The era of blogging and social media has made it very easy for people to cultivate and amplify this behaviour online. And so, thousands have turned it into actual careers, with many more aspiring to follow into their footsteps.
While this has turned influencer marketing into an immensely lucrative tool, it has also fostered an overcrowded, ‘quantity over quality’ marketplace, where the ones who practise the most amount of self-promotion appear to wear the crown.
Naturally, this makes it a lot more difficult for businesses to pick the best people to align their brand with. Instincts tempt us to concentrate on the most prominent people. The frequent posters with a big ‘reach’ (following) and/or ‘high engagement’ (lots of likes).
However, these things no longer seem to be a reliable indicator of ‘influence’ as underlined by Instagram’s much-debated move to hide the ‘likes’ from people’s posts, and the immediate influencer uproar following its implementation. But why is that such a big deal?
Breaking the cycle
According to modern psychology, our opinions and behaviours are shaped by our surroundings. This explains why we gravitate towards things other people in our circles like, also known as herd mentality.
Removing variables that encourage this sort of behaviour, such as seeing who and how many people have engaged with a piece of content, forces us to revaluate what we really ‘like’ and form more independent opinions.
For brands, it’s an opportunity to look at influencers with a fresh lens and pick brand ambassadors based on what matters: the quality of their content.
While I personally still won’t start shouting my name from the rooftops, I can only hope it might help other people cut through the clutter who actually have something to say.
Please login with linkedin to comment
Social MediaLatest News
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.
Entries For Five Decades Of Advertising Graduates Awards Close On Monday
Entries for the Five Decades of Advertising awards close Monday. And no extensions! Any bribery is open til Wednesday.
Cadbury Extends Commitment To Women’s Sport With Sweet New Wallaroos Deal
Rot your teeth, get fat and support women's sport all at the same time with this sweet new sponsorship arrangement.
Campfire X & Nando’s Partner To Acknowledge Traditional Land Owners Across Australia
Chicken chain unveils important First Nations initiative. The actual chickens more concerned with the Adani coal mine.
Lisa Ronson, Naysla Edwards & Ben Hill Join MFA Awards Signature Judging Panel
MFA Awards adds some serious clout to its judging panel. Still no confirmation Paulini will be performing on the night.
Connect Hearing ‘Sounds Good’ Platform Via Bread Agency
Every office has that one hard of hearing person that's oblivious to the fact. Ramp up their insecurities with this.
Ipsos Iris Data: Australians Prioritise Entertainment & Sports Over Serious News In March
Data shows Aussies prioritising light entertainment over hard news. And who can blame them if you've seen the hard news!
Fur Media Partners With Mad Paws To Support Advertisers
It's never good if your office smells like faeces & brine chunks in aspic. Not if you're pet-friendly agency Fur Media.
MAXIBON Drops Epic Flavour Collaboration Via SICKDOGWOLFMAN
There are few pluses to be had with global warming, except the extension of ice-cream eating season.
Sling & Stone Scrubs Up With Lush Account
Got friends at Sling & Stone? Expect the dreaded loofah and bath bomb for birthdays/Christmas this year.
SBS’s The Cook Up With Adam Liaw Produces ‘Fewer CO2 Emissions Than Industry Average’
SBS could go full vegan for Adam Liaw's seventh season and reduce its TV audience and emissions by 99 per cent.
GumGum & Playground xyz To Merge Media Portfolio, Creating “Powerhouse” Ad Suite
GumGum & Playground xyz tap into consumer mindset. B&T prefers tapping a keg, but whatever works.
All The Winners & Grinners From The TikTok Young Lions Awards Night!
Last week saw every part of the human experience: Exalted, devastated, exhausted & stuffing sausage rolls in the corner.
TV Ratings (21/4/24): Farmer Wants A Wife Wins Sunday Prime Time
Farmer Wants A Wife does make the country life seductive. Apart from the manure stench & the bleating roosters at 5am.
Australia’s Automotive Industry Shifts Gears With CTV
How much was CTV responsible for Australia's record car sales in 2023? Or those horrible oversized American utes?
Australia’s C7EVEN Communications Launches Services In Japan With New Tokyo Office
Aussie comms agency unveils its Tokyo plans. Confirms it's still getting the hang of the toilets over there.
Daniel Goldstein Promoted To Head Of PR At Example
Try as he may to surreptitiously blend in with the wall in his photo, this PR fellow still relatively easy to spot.
Marie Claire & Volvo Partner For The Planet: Nominees For The Inaugural Marie Claire Sustainability Awards Announced
Fashion bible Marie Claire unveils its Sustainability Awards. Yet still refusing to recycle 2023's maxi skirts trend.
Sefiani Unveils A Wave Of Promotions & Appointments
Life's good in PR/comms as Sefiani unveils new hires. Well, bad news for media sites obsessed with redundancy stories.
Yahoo Launches Identity Solutions For CTV
Connected TV just got a whole lot more exciting with this innovation. Bar the incessant Friends re-runs.
Infosum Launches Data Clean Room Solution With Samsung Ads Australia
Infosum & Samsung Ads launch a data clean room solution that's a lot more than a Wettex & squirt of Ajax.
Fast 10: Bread Agency’s Amaury Treguer On Its “Unrivalled” Social Commerce Focus
Bread Agency's Amaury Treguer takes B&T's Fast 10, as he reveals why he won't be sandwiched up against the opposition.
X And Elon Musk To Sue Australia’s eSafety Commissioner Over Sydney Stabbing Takedown Order
If this all wasn't traumatic enough, Elon weighs in to prove he's the world's richest man & world's biggest dickhead.
CRA Siren Award To Be Presented At B&T Awards 2024!
Often attend award nights & think "I wish this night would never end"? Well, B&T's just got that tiny bit longer.