How Social Media Contributes to Parasocial Relationships

By: Hedayat Oladunni, Seasonal PR Intern | Digital4Good 

In today’s digital age, we follow influencers, binge-watch YouTubers, and "like" our favorite Instagram posts. But what happens when that casual interaction turns into something more? 

The phenomenon of parasocial relationships has become increasingly common in the world of social media. As people become overly invested in influencers' personal lives, the line between reality and imagination starts to blur.

What Are Parasocial Relationships?

Parasocial relationships are one-sided connections often formed between fans and popular influencers. While a fan may invest significant time and emotional energy into this perceived relationship, the influencer, by contrast, may not even be aware of the fan at all.

Parasocial relationships are an inevitable byproduct of the media we consume, and social media has only deepened the perceived closeness people feel with influencers. As influencers’ photos and videos of day-to-day activities appear alongside posts from our real-life friends, we begin to relate to these public figures—even if we don’t truly know them as people. This perceived connection is further strengthened when influencers reply to our messages or acknowledge our comments.

Individual Impact

Seeing how others go about their daily lives, even from thousands of miles away, can create a sense of intimacy, but it can also lead to dissatisfaction with one’s own life. Emotional overinvestment in an influencer can lead to unhealthy comparisons, distorted self-image, and feelings of betrayal when the influencer behaves in ways contrary to fans’ expectations. 

Following your favorite influencer on Instagram is not dangerous in and of itself. Interacting with their posts and communicating with other fans can even provide entertainment and a sense of belonging. However, when a casual interest turns into an unhealthy fixation, fans may find themselves neglecting real-life relationships, responsibilities, and even their own health. 

Social Impact

Parasocial relationships affect more than just the individual. On a broader level, they influence how people interact with the world around them. Friends and family may notice their loved ones becoming overly absorbed in an influencer's world, neglecting personal relationships in favor of virtual connections. This can lead to isolation, as well as a warped understanding of what healthy relationships should look like.

Moreover, influencers often leverage these relationships for financial gain. With such strong emotional attachments, followers are more likely to purchase products endorsed by their favorite influencers. This dynamic raises ethical concerns about transparency and exploitation, as followers—especially younger, more impressionable fans like children and preteens—may not always be cognizant of the influencer's true intentions.

Avoiding Parasocial Relationships

Social media has altered the way we form connections with others. While fandom can provide comfort and entertainment, parasocial relationships carry risks of unhealthy emotional attachment and exploitation. To maintain a healthy balance, it's crucial to focus on real-world relationships and recognize the limitations of online connections.

As we continue to engage with influencers online, we must critically reflect on these relationships and maintain healthy boundaries, ensuring that admiration doesn’t turn into overattachment. 

Looking to unplug from influencer culture? Transform your relationship with social media with the 21-Day Digital Wellness Challenge.