How Social Media's Image-Based Evolution Made Users Imitate Brands

Author Kathryn Jezer-Morton argues that as social media evolved into more image-based platforms, people began to imitate brands to fit in. In an interview with PBS News' Geoff Bennett, she explained that the shift led to an influx of advertising and branded content mixed with personal posts from friends and family. This blurring of lines between authentic social interactions and commercial messaging created a new visual context that users felt compelled to navigate. Jezer-Morton noted that brands gained significant visibility on these platforms, and individuals started mimicking brand aesthetics and behaviors to gain similar attention and acceptance. This phenomenon has reshaped online identity, with users curating their feeds to align with commercial ideals. The pressure to conform to these visual standards has had profound effects on self-presentation and social dynamics. The discussion also touched on the broader implications for mental health, consumer culture, and the authenticity of online connections. Jezer-Morton's insights shed light on how the architecture of social media platforms influences user behavior, often in ways that prioritize commercial interests over genuine human interaction. Her analysis offers a critical perspective on the evolution of digital spaces.