Problematic content with influencers
When critically examining influencers , the focus is often on the hidden advertising in posts and videos. However, there is other problematic content and trends that children and young people should be made aware of. This is the only way they can classify their online idols in a competent and informed manner.
In addition to hidden advertising, influencers can attract attention due to various other problematic aspects, such as
- Distorted representations of reality: Influencers* often present idealized versions of their lives, which can raise unrealistic expectations among young people. In addition: virtual influencers are increasingly appearing, i.e. computer-generated people whose authenticity is barely recognizable.
- Inappropriate content: Sometimes content is shared that is not suitable for certain age groups or promotes negative behavior.
- Appeals to buy and consumer pressure: Influencers can exert subtle consumer pressure by promoting expensive products or services, giving the impression that such purchases are necessary in order to belong or gain recognition.
By educating children and young people about these problems, they can learn to deal critically and reflectively with the content of influencers and not allow themselves to be influenced by problematic tendencies. The following questions for children and young people can help
- Who is behind this influencer account? Is it a real person or possibly a virtual figure?
- Is advertising clearly marked as such or does the post look like private everyday life?
- What role models are portrayed? Which body ideals are sold as "normal"?
- What is the message behind a post: consumption, clicks, brand loyalty or genuine inspiration?
Political topics and extremism through influencers
Influencers are no longer just entertainment stars. They can also convey political information or influence social debates. A recent study shows: Young people are increasingly using influencers as a source for political topics and opinion-forming.
At the same time, extremist actors are specifically using social media to reach young target groups with ideologically charged content, for example through right-wing extremist accounts, generative AI bots or algorithmically enhanced videos.
It can be difficult for children and young people to distinguish which messages are verified facts and which are merely claims and lies. When dealing with social media, they need support to be able to critically scrutinize and correctly classify sources. Our information brochure for families "Do you still trust or are you already checking?" can help with this.
Problematic role models in everyday life as an influencer
Many successful influencers continue to serve classic role models: Female influencers are often active in the areas of food, fashion and beauty, while male influencers tend to focus on topics such as fitness, gaming and technology. According to a survey of around 1,000 young people in Germany conducted by Plan International, "Instagram, YouTube and the like often feature outdated role models ... stereotypes are not being broken down."
Especially in 2025 , these tendencies even seem to be intensifying again. Trends such as #tradwife ("traditional wife") or #stayathomegirlfriend are spread millions of times on platforms such as TikTok and Instagram . They embellish a life model in which women are domestic, submissive and dependent on their partner's income. At the same time, such content portrays men as successful, protective heads of families.
Such content subliminally conveys what "typically female" or "typically male" behavior should look like. Girls see influencers who talk about beauty, cooking or family life. Boys encounter role models from areas such as gaming, sport or entrepreneurship.
This reinforces existing role models, especially when young people have little contact with alternative lifestyles.
One-sided body images
The different role models that are intended for men and women also shape the body images that influencers propagate. In the area of fitness in particular, there is a strong focus on a standardized body. For men, a muscular body with little body fat is seen as desirable, while for women it is an extremely slim physique. What both body images have in common is that they can generally only be achieved through lengthy training and a highly regulated diet. A study by the University of Witten / Herdecke concludes that influencers regularly imply that the desired body shapes can be achieved more quickly with the help of advertised dietary supplements or special sportswear.
In addition, it is suggested that a standardized body shaped by control and willpower is desirable and beautiful. Achieving this ideal is the basis for a happy and healthy life and a positive self-image. Girls in particular, who are encouraged to pursue the ideal of a slim body, are at risk of developing an eating disorder. Researchers at the University of Witten / Herdecke also warn of the potential negative health consequences: "The intensive daily consumption of social media content significantly shapes young people's attitudes and opinions on health-related behavior. As influencers are not focused on promoting health but on generating revenue, there is a need to protect and support young people in their mental and physical development".
Since 2024/25, a trend called Looksmaxxinghas been spreading, especially among young people , i.e. the targeted optimization of one's own appearance with methods ranging from skin care and fitness to riskier interventions.
This trend shows that body image norms are not only shaped by traditional role models, but also by digital subcultures in which appearance becomes the central currency. This often creates strong pressure to achieve a certain ideal.
Children and young people should be taught that a good and successful life does not depend on a certain appearance. To do this, they need to know what effort goes into shaping such a body, what image editing tools are used to enhance posed images and what harmful side effects malnutrition or the use of dietary supplements can have.