To post, or not to post—that is the question

Social media posts need to be planned carefully, thoughtfully and transparently, as, if not, they could negatively influence impressionable viewers

It is estimated that there are now 48 million active users of social media in the UK today, which accounts for 67% of the UK population (Zivkovic, 2021). Of this 48 million, 39 million scroll through social media on their mobile devices, accessing apps from anywhere at any time for an estimated 110 minutes per day. Of these estimated 110 minutes, Avocado Social (2021) approximates that over half of social media users will research a brand or business on social platforms first, as what they see influences their purchasing decisions. Last year, social media usage grew at the fastest rate in over 3 years as a direct result of the pandemic and countrywide lockdowns (Avocado Social, 2021). Therefore, for those who are not advertising on social media yet, these statistics suggest that now is as good a time as any to start. However, along with this substantial growth in use, so, too, have cases of mental health conditions relating to appearance and body image thanks to posed photos, skin-perfecting filters and airbrushing, as well as the prevalence of online ‘trolls’ and where likes and followers equate to feelings of acceptance and popularity.