Instagram stars and online influencers who know how to work the camera tend to have large devoted followings of both fans and brands — the latter of which shower IG starlets with free gifts to gain exposure. It’s a win-win situation for all parties involved.

In an age where SM numbers carry weight and equate to personal success, what are the non-photogenic and technologically challenged to do? “If you simply can’t manage to rally the troops and build a convincing online following, are you at a disadvantage?” inquires i-D. Does social media shyness truly impede prosperity?  

In search of an answer, i-D spoke to Dr. Peggy Kern, a senior lecturer in Positive Psychology. Kern agreed “that as a generation prone to making snap judgements, approvals and dismissals based on nothing more than a cursory glance at an IG page, it makes sense that those with a strong online presence and a tonne of friends will be better placed in some instances.” A modern-day (unfortunate) reality is that a majority of creative agencies in search of prospective hires will select based off follower count alone.

However, it appears that this inauthentic approach is on its way out. i-D divulges that there is a sense of fatigue setting in around the perceived importance of social media following. Jon Duval of Duval Agency shares his skepticism: “I’ll go to events with a secret room where Instagram influencers are being served a three course dinner and I just know that most of them have paid one hundred dollars to purchase 10,000 followers. It does bother me and it really demonstrates that it’s not what’s important.” It is also becoming increasingly obvious to the industry that an IG account is not always an accurate reflection of the person manning it.

So while having a strong social media presence can work to a person’s advantage, there are also plenty of inspired figures succeeding without social media. “In a universe of Kendalls, Bellas, and Gigis, where Instagram can be seen as a fundamental part of the personality, abstaining from the platform speaks volumes.” Retaining an air of mystery is appealing.

To read more about the perceived importance of social media following and influence, go to i-D.