Although few believe that influencers' vacation photos represent reality, some still feel less satisfied with their own vacation after seeing the published photos. However, it is not only comparisons with influencers that make Swedes dissatisfied with their vacation, friends' publications on social media also make some people upset.
The new survey shows that few Swedes believe that influencers' vacation photos represent reality. Only 1 percent believe that the photos show reality very well, while 29 percent feel that they give a partially fair picture. However, a full 70 percent of Swedes believe that influencers' published vacation photos do not represent reality at all.
”It is clear that many Swedes take the dreamy environments published by influencers on social media with a pinch of salt, although new technology such as AI may make it even more difficult in the future to distinguish the authentic from the fake,” says Anna Övergaard, Marketing Manager at Countryside Hotels.
Both inspiring and discouraging
Although few believe that the images represent reality, 12 percent of Swedes still say that they are inspired by influencers' social media posts when planning their own summer vacations. But it is also clear that they can be influenced in other ways. 7 percent of Swedes also feel that their own vacation actually becomes worse when they compare their own vacation experience with influencers' vacation photos.
Friends influence
But it's not just influencers' vacation photos that affect Swedes. Friends' posting of vacation photos on social media also makes 13 percent of Swedes feel less satisfied with their own vacation.
”The algorithms on social media can really do it for us, where we constantly imagine that one of our friends is in New York or at a nice mansion in Sörmland enjoying the weekend, and it is clear that these comparisons make us less satisfied with our own vacation,” says Anna Övergaard.
The survey was conducted in spring 2024 on behalf of Countryside Hotels and was answered by 831 Swedes over the age of 18.
According to the press release.
