If your Instagram posts consistently fail to attract the likes you feel they deserve, the reason might surprise you. New academic research suggests your struggle could be a direct result of being too physically attractive.
The 'Beauty Backfire Effect' on Social Media
Researchers from the University of Dayton have identified a surprising digital phenomenon they've termed the 'beauty backfire effect'. The study, conducted by Andrew Edelblum and Abby Frank, set out to test whether the classic marketing mantra 'sex sells' holds true in the world of fitness influencers.
'As researchers who study consumer behaviour, we've seen plenty of evidence to support it: Attractive models and spokespeople have been shown to reliably grab attention, boost clicks and make products seem more desirable,' the researchers noted. However, their findings in the specific context of Instagram fitness content told a different story.
Striking Results from Mock Instagram Posts
The research team enlisted hundreds of participants and showed them mock Instagram posts from fictitious fitness influencer accounts. These accounts varied in the perceived attractiveness of the influencer. Participants were then asked which posts they would 'like' and which accounts they would choose to follow.
The results were striking and counterintuitive. The study revealed that extremely attractive fitness influencers received fewer likes and followers than their moderately attractive peers. According to the experts, this occurs because audiences find flawless perfection less relatable.
'Our new research suggests that in a digital world full of influencers – trusted tastemakers with large online followings – being too attractive can actually backfire, particularly in the fitness space,' the researchers explained in an article for The Conversation.
How Humility Can Reverse the Trend
The study also uncovered a crucial moderating factor: the influencer's tone. A highly attractive influencer's engagement wasn't doomed to be low. When these individuals demonstrated humility by sharing their struggles, challenges, and fitness plateaus, their like counts significantly increased.
Conversely, when highly attractive influencers boasted about their natural talent or exceptional dedication, their engagement plummeted. 'This suggests that humility can be a powerful communication tool for influencers who might otherwise seem "out of reach,"' the researchers concluded.
Unfortunately, the research also pointed to a gender disparity. In a follow-up study, highly attractive female fitness influencers were found to face a stronger backlash than equally attractive men. The researchers theorised this might reflect a 'broader social tendency to judge women’s looks more harshly.'
The team hopes their findings will inspire further investigation into how other factors, such as race and disability, might influence this digital beauty bias.
