Girls as young as nine are navigating a culture that tells them to be authentic while quietly punishing them for failing to look perfect, according to a new study from the University of Surrey. Researchers found that influencer culture pulls girls into a constant balancing act between fitting in and being themselves.

A new study, published in New Media & Society, found that girls aged 9 to 15 are far from passive consumers of online content – they question what they see, spot exaggeration and understand when influencers are performing. This awareness creates a more complicated struggle where girls feel responsible for resisting influence while still absorbing narrow ideas about beauty, popularity and success.

Researchers found that influencer culture works through everyday interactions rather than single viral moments. Likes, comments and follower counts act as social signals that reward certain looks and lifestyles. These signals spill into classrooms, friendships and playgrounds where girls judge themselves and each other against the same standards.

Dr Robyn Muir, co-author of the study and Lecturer in Media and Communication at the University of Surrey, said:

“Girls spoke openly about the emotional cost of this online world that we have all had a hand in creating. Many described feeling compared and evaluated even when they believed they were choosing content freely. Younger girls were more direct about copying influencers.

“Older girls framed their engagement as choice or fun but still felt pushed towards make up, dieting or curated self-presentation simply to avoid judgement. Recognising this pressure is the first step to changing the rules they are judged by.”

Dr Emily Setty, co-author of the study and Associate Professor in Criminology at the University of Surrey said:

“Girls told us they know these images are unrealistic and yet they still feel pulled towards them. That tension is exhausting. It demands constant self-control from girls while leaving the system that rewards perfection completely untouched. Real change means shifting attention away from individual girls and onto the culture that profits from their insecurity.”

The research used a series of school-based workshops with girls from primary and secondary schools in southeast England. Across three sessions, girls shared screenshots, discussed how influencer culture made them feel and explored how influence operates in daily life. This approach allowed researchers to capture how attitudes form through conversation, peer dynamics and reflection rather than surveys alone.

The findings highlight that influencer culture is sustained by collective behaviour. Girls recognised that followers help keep narrow norms alive by liking and sharing certain content. At the same time, they valued creators who were open about filters, editing and commercial deals. Transparency helped reduce feelings of personal failure when ideals could not be met.

Dr Muir continued:

“Schools, policymakers and parents need to move beyond telling girls to be more media savvy. Instead, they should be supporting post digital literacy that helps young people recognise how influence flows between online spaces, peer groups and everyday life. This means creating environments where authenticity is rewarded socially, not just talked about.”