Why The Backlash On Instagram Star Essena O'Neill Misses The Bigger Picture On Social Media
If we remove the filters from our pictures, do without the skin-smoothing apps, and untag the designers that dress our appearance up on Instagram, what would be left and who would we see?
For many of us, social media provides audiences with an illusion of what life is like. Throw on a smile and find a caption-worthy lyric to pizzazz the images and voila! We have what appears to be a happy, fulfilled individual, free of flaws and living a life of perfection–or so we think.
I’m sure for many of you reading, this movement of hearts and likes has brought about a new, unhealthy wave of validation, with many of us living dual lives, on and off the screen. But what happens when the same person who is looked at as the influencer feels insignificant because of a façade? Social media is the new makeup line on the market and some of us are trying to remove what you think you see.
Up until this week, Essena O’Neill was a 19-year-old Aussie with a colossal following of 500,000 on Instagram, 200,000 on YouTube and 60,000 on SnapChat. That's until she woke up one day and decided to unveil the facade she was selling her followers. Spilling the beans on the real behind her most liked photos, and even deleting a few that didn’t mirror who she was off the web, O’Neill stunned thousands when she decided it was time to live more authentically. Her messages have been one of building a dedicated following and yet finding yourself lost in the masses.
Want the story? It's simple. I spent 12-16 [hours a day] wishing I could receive validation from numbers on a screen. I spent majority of my teen years being self absorbed, trying desperately to please others and feel 'enough'. Spent 16-19[hours a day] editing myself and life to be that beautiful, fitspo, positive, bright girl online. I didn't talk about topics and interests of me, nor did I pursue my childhood talent for writing. I didn't find happiness in social approval, constantly edited and shooting my life. So I decided to quit [and left] educational captions meant to raise awareness, now I want to start something important.
Noted as an Insta-celeb, the teen gave new meaning to the term "behind-the-scenes" when she made the decision to rename her Instagram account, Social Media Is Not Real Life. Shedding light on popular pics–like the one where she amassed 30,000 likes for simply showing off her same frame and a white dress–Essena O’Neill did something courageous when she edited previous captions to reflect her honest thoughts on each photo. In the aforementioned post, O’Neill revealed that she didn’t even pay for the dress and unnecessarily took numerous photos to get the right shot, feeling empty in the end.
Other edited captions unveiled how much she got paid to promote items and called for followers to evaluate just what we consider #goals, when we don’t know the intentions of doing so.
“Took over 100 in similar poses trying to make my stomach look good. Would have hardly eaten that day. Would have yelled at my sister to keep taking them until I was somewhat proud of this. Yep so totally #goals.”“Edit: I put on makeup, curled my hair, tight dress, big uncomfortable jewelry...Took over 50 shots until I got one I thought you might like. Then I edited this one selfie for ages on several apps just so I could feel some social approval from you." THERE IS NOTHING REAL ABOUT THIS. #celebrityconstruct
One heartbreaking post delves into what many mainstream supermodels have to go through, like not eating in order to maintain a flawless look in shoots, and the pressures of trying to paint life as utopia. Essena also described her life as a photo shoot every day, to paint a perfect picture for her followers–Welcome to the life of some of your favorite IG models.
Without realizing, I've spent majority of my teenage life being addicted to social media, social approval, social status, and my physical appearance. Social media, especially how I use it, isn't real. It is a system based on social approval, likes, validation in views, success in followers. It's perfectly orchestrated, self-absorbed judgement.Standing there and looking pretty, is what I once aspired to do as a young girl. In our society, if you are pretty, people give you attention. So I made my appearance my worth.
It’s through the personal revelations and honesty in her revamped move that spawned a her new site, Let’s Be Game Changers. Her aim is powerful and to go from promoting major brands, to messages that need to be heard and heeded to, O’Neill is doing something bigger than what she did before.
“...Why aren't we seeing rapid positive changes? Why isn't our youth waking up each day with a sense of undeniable empowerment to help the world or even a slight interest in global issues? It's simple, it's because we are stuck living in distractions. A 2D world. An addiction to screen life. We believe and obsess over contrived ideas, images and personalities. We live in a celebrity obsessed culture. We walk out into a shopping mall, watch a movie, turn on the TV, search the most popular people on YouTube, and what do we see? We see luxurious living, genetically blessed people, we see new clothes, sexy workout wear, tight abs, toned thighs, perfectly styled hair, painted masks, spray painted bodies. We don't see real life. This celebrity culture based largely on aesthetics has taken over our own individual lives. We talk about these people like we know them, when in reality we know next to nothing about them, their fears, their dreams, their regrets. We put them on a pedestal and enjoy throwing rocks. We like watching them struggle, we mock them, humour ourselves... yet in the same breathe we complain about how we aren't up there with them.”
It is through the thousands of comments of women wanting to be like her that she felt the need to free herself of the suffocating and increasing demand to actively share on social media. The things we give light to and endorse on our pages is one we should check ourselves on from time to time. I, for one, have been swallowed by the need to always be on Twitter, averaging over 10 hours a day last year and forgetting about what matters most in reality. For me, it wasn’t a subconscious need for approval from others, but the desire to build a brand even at the cost of losing human connection. But for millions of men and women, retweets are endorsements, likes are signs of love, and faves are signifiers of validation. O’Neill opens a door where she lets it be known that these aren’t similar sentiments for those in the spotlight. She also highlights a major factor in her success–her skin color.
[Tweet "Retweets are not endorsements and faves are not signifiers of validation"]
“Before I made myself well-known, I studied it relentlessly. My parents argue I would have spent at least 50 hours a week at this so-called hobby...My success was largely in the hands of my white privilege and genetics. I was thin, tanned, toned, blonde, with a big smile and a push-up bra.”
We live in a world where people are catapulted to stardom for “doing nothing,” and Essena is on journey to be more than just a pretty face, citing some of her photos have no substance. What message are we portraying?
For others, Essena O'Neill's recent message isn't resonating and is coated in fraudulence. A family of YouTubers–Nina, Randa, and Willie–have vocalized their thoughts on the Aussie's revelation on Insta-celebs. In their videos, “Essena O'Neill Quitting Social Media Is A Hoax” and “Essena O'Neill Is Fake,” the pair and their brother paint a picture of O'Neill as a liar and says she's doing it all for publicity. And in true social media fashion, others have followed suit, weighing in on how they don't believe any of it, seeing that she's now asking for donations to help pay rent.
Essena's response to the recent and unfortunate backlash was, “I wish they would have come to me personally, not share intimate details of my life. But this is my exact point about social media. People say gossip and rumors to avoid the real problems.” Bingo.
She was also slammed by many who built their careers off of social media, including the CEO of a company called Rise9, which specializes in helping young people and businesses build their following. In a scathing Facebook post, he wrote:
Essena O’Neill is wrong; Social Media isn't a lie.Social Media can be whatever the user desires it to be. Allowing yourself to become pressured into a false life that you're uncomfortable with is the result of your own actions and intent. The inability to define yourself, your life, your own sense of confidence comes from a lack of trying to understand yourself.
Blaming Social Media, calling it a lie, further shows your lack of attempt to understand yourself. Yes, deleting your Social Media is a step in the right direction. Disowning personal responsibility for your own happiness and shifting the blame is a step backwards.
[...]You decide to take money for a dress? That's your choice. You decide to spend hours taking the right photo? That's your choice. You decide to live a life that you feel is a lie? That is absolutely your choice.
Deciding to use Social Media as a tool to tell people Social Media is a lie contradicts that very same notion. Social Media is there to be used for the truth or for the lies. Essena O'Neil needs to find real help instead of redirecting personal responsibility towards mankind's greatest communication tool. I truly hope you do, because Social Media isn't a lie, you were the lie.
Maybe we'll find out if this is all just come big scheme to get more followers as some are arguing (but I can't see how since she's deleted all of her social media accounts including Youtube, Instagram and Snapchat). Maybe others will fall in line and realize that what she said is what's actually important. She could be doing it for the Vine or doing it for numbers, but it won't take away from the validity behind her viral messages these last few days–social media is a craze that manipulates a lot of people's minds. But folks won't admit or double-tap that.
Her message echoes one that a lot of us preach–positivity and living in our truths. It’s easy to like fantasies, but are we loving our realities? “I want to create a site with a community sense of collaboration and desire to help action change; this heavily involves individuals submitting their own game-changing work and ideas, for all of us to share and learn.”
[Tweet "It’s easy to "like" fantasies, but are we loving our realities?"]
Be the change you want to see. There are enough beautiful lies being double-tapped.
Why I think social media sucks from Essena O'Neill on Vimeo.
Share your thoughts with me and the xoTeam in the comment section below! Was Instagram star, Essena O'Neill's social media makeover necessary?
This Black Woman-Owned Creative Agency Shows Us The Art Of Rebranding
Rebranding is an intricate process and very important to the success of businesses that want to change. However, before a business owner makes this decision, they should determine whether it's a rebrand or an evolution.
That's where people like Lola Adewuya come in. Lola is the founder and CEO of The Brand Doula, a brand development studio with a multidisciplinary approach to branding, social media, marketing, and design.
While an evolution is a natural progression that happens as businesses grow, a rebrand is a total change. Lola tells xoNecole, "A total rebrand is necessary when a business’s current reputation/what it’s known for is at odds with the business’s vision or direction.
"For example, if you’ve fundamentally changed what your product is and does, it’s likely that your brand is out of alignment with the business. Or, if you find your company is developing a reputation that doesn’t serve it, it might be time to pump the brakes and figure out what needs to change.
She continues, "Sometimes you’ll see companies (especially startups) announce a name change that comes with updated messaging, visuals, etc. That usually means their vision has changed or expanded, and their previous branding was too narrow/couldn’t encompass everything they planned to do."
Feature image courtesy
The Brand Doula was born in 2019, and its focus is on putting "the experiences, goals, and needs of women of color founders first," as well as brands with "culture-shifting missions."
According to Lola, culture-shifting is "the act of influencing dominant behavior, beliefs, or experiences in a community or group (ideally, for the better)."
"At The Brand Doula, we work with companies and leaders that set out to challenge the status quo in their industries and communities. They’re here to make an impact that sends ripples across the market," she says.
"We help the problem solvers of the world — the ones who aren't satisfied with 'this is how it's always been' and instead ask 'how could this be better?' Our clients build for impact, reimagining tools, systems, and ways of living to move cultures forward."
The Brand Doula has worked with many brands, including Too Collective, to assist with their collaboration with Selena Gomez's Rare Beauty and Balanced Black Girl for a "refresh," aka rebrand. For businesses looking to rebrand, Lola shares four essential steps.
1. Do an audit of your current brand experience — what’s still relevant and what needs to change? Reflect on why you’re doing the rebrand in the first place and what success would look like after relaunching.
2. Tackle the overall strategy first — before you start redesigning logos and websites, align on a new vision for your brand. How do you want your company to be positioned moving forward? Has your audience changed at all? Will your company have a fresh personality and voice?
3. Bring your audience along the journey — there’s no need to move in secret. Inviting your current audience into the journey can actually help them feel more connected to and invested in your story, enough to stick around as changes are being made.
4. Keep business moving — one of my biggest pet peeves is when companies take down their websites as soon as they have the idea to rebrand, then have a Coming Soon page up for months! You lose a lot of momentum and interest by doing that. If you’re still in business and generating income, continue to operate while you work on your rebrand behind the scenes. You don’t want to cut existing customers off out of the blue, and you also don’t want so much downtime that folks forget your business exists or start looking for other solutions.
While determining whether the rebrand was successful may take a few months, Lola says a clear sign that it is unsuccessful is negative feedback from your target audience. "Customers are typically more vocal about what they don’t like more than what they do like," she says.
But some good signs to look out for are improvements in engagement with your marketing, positive reviews, press and increase in retention, and overall feeling aligned with the new branding.
For more information about Lola and The Brand Doula, visit her website, thebranddoula.com.
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Feature image courtesy
The Black Girl's Guide To St. Maarten, An Island-Hopping Paradise
Having explored the Caribbean extensively, choosing a favorite island is hard. Each island has its own unique charm, but St. Maarten stands out for a few reasons. Travelers can explore two countries on one trip: the southern side, St. Maarten, is part of the Netherlands, while the northern side, St. Martin, is French.
With 37 beaches, charming French bakeries, and Dutch wine and cheese shops, the island is great for those craving variety. It also serves as a perfect base for exploring the neighboring islands of Saba, Anguilla, and St. Barths - all just a ferry ride away.
If you’re looking for a destination for an upcoming solo or girls’ trip that combines adventure, beachfront relaxation, and great dining, here’s why St. Maarten should be at the top of your list.
Sonesta Ocean Point Resort
Sonesta Ocean Point
Where To Stay
To get to St. Maarten, I booked a flight to Princess Juliana International Airport, which is on the Dutch side of the island. After landing, I checked into Sonesta Ocean Point Resort, an adults-only, all-inclusive property about 10 minutes from the airport. The property has 24-hour room service, four bars, and three restaurants. My favorite restaurant was the cliffside Azul, where some menu standouts included mushroom ravioli, grilled swordfish, and braised lamb shank.
If you want to party, you’ve come to the right place. The resort also offers poolside DJs, nightly live entertainers, and the largest casino on the island, Casino Royale. You can also spend some quiet time at the Serenity Spa getting a bamboo massage in the Japanese Zen garden or enjoying an Island Flow massage in the outdoor gazebo.
The hotel is also located on Maho Bay, just steps from the famous Maho Beach. Nicknamed “airport beach,” the beach is a popular place to snap pictures of the planes landing or departing just a few feet above you. If you want to know the best time to hit the beach, check out the Sunset Beach Bar, which has a chalkboard with a schedule of landings and departures.
Downtown St. Maarten
Credit: St. Maarten Tourism
What To Do
While you could easily spend your whole vacation at the resort, there’s so much to do in St. Maarten. One of the best ways to discover the island is by ATV through Xplore SXM, which offers daily rentals and the option of a tour guide. The rental office is just steps from the resort, and I opted for a guided tour of the island.
The island is only nine miles long and eight miles wide, and it takes just a few hours to drive around the entire island. There’s no border control (just a sign to mark each side of the island), and you can easily travel between the two sides. As part of my tour, I stopped by St. Martin’s Orient Bay, one of the island’s best beaches. I also spent the afternoon strolling through Phillipsburg, the Dutch capital, and browsing around The Amsterdam Cheese and Liquor Store, which offers gourmet cheese, wines, and even wooden clogs imported from the Netherlands.
Orient Beach
Credit: Mariette Williams
Another popular activity in St. Maarten includes ziplining. If you’re brave enough, book a trip to The Flying Dutchman, the steepest zipline in the world. The ride is over 2,800 ft long and includes a drop in elevation over 1,000 ft. At the top of the ride, you can see neighboring Saba, St. Barths, St. Eustatius, and Anguilla.
During my stay, I also booked a visit to the recently opened We Culture Museum in St. Maarten—one of the highlights of my stay. A visit to the 8,000-square-foot museum includes complimentary drinks and a history lesson on Carnival across the Caribbean. There were instruments and handmade costumes on display, and I tried on some of the Carnival wings and headpieces.
The We Culture Museum
Credit: Mariette Williams
Where To Eat
Of all the islands I’ve traveled to, St. Maarten/St. Martin has some of the most diverse food offerings. On my first night, I took a taxi to Bamboo House, an Asian restaurant overlooking the city. The restaurant offers a variety of dishes like braised duck nachos and a special West Indies Espresso Martini made with Venezuelan rum.
During my ATV tour, I stopped for breakfast at Chez Fernand, an authentic French bakery in St. Martin, where I practiced my French by ordering the pain au chocolat. I also ate eggplant lasagna at Irie Gardens, a local vegetarian restaurant in Phillipsburg. St. Martin also has a big Haitian population, and Villa Royale serves traditional Haitian dishes like djon djon rice, pikliz, and grilled conch.
St. Martin is also home to several beach clubs, perfect for day drinking and lounging in breezy cabanas. Rainbow Cafe has a laid-back, boho vibe, perfect for slow brunches, and Ocean’s 82 is a beachside French restaurant specializing in seafood like roasted sea scallops and lobster fettuccine.
Aerial view of Saba
Credit: Kai Wulf
Where To Island Hop
St. Maarten is one of the easiest places to island hop, and you can collect passport stamps in three nearby countries. Start with a trip to Saba, a Dutch island about a 90-minute ferry from St. Maarten that departs at 9 a.m. twice a week. You could also opt for a quick 15-minute flight and experience landing on the shortest commercial runway in the world. I opted for the plane ride and held my breath as we touched down the 1,300-foot-long runway.
If you’re just in Saba for the day, plan a hike to Mount Scenery. Guided hikes are offered through the Saba Conservation Foundation, and my hike was led by Crocodile James, an expert hiker and local Saban, who took my group on a 90-minute hike to the top of Mount Scenery, the highest point in the Kingdom of the Netherlands.
Mount Scenery Trail
Credit: Mariette Williams
Views of Saba from Mount Scenery
Credit: Mariette Williams
Mariette pictured taking in the views of Saba
Credit: Mariette Williams
After your hike, stop by Tropics Cafe for a refreshing lobster salad or curry coconut shrimp.
I also recommend a day trip to Anguilla. The daily ferry ride is about 25 minutes long, and rides start at 10:30 a.m. In Anguilla, the best beaches are Mead’s Bay and Shoal Bay, and my favorite restaurants on the island are SALT at the Four Seasons Anguilla, Straw Hat at Frangipani Resort, and 20 Knots at Zemi Beach House, which has tables right on the beach. Anguilla is made for beachgoing, but you can also go horseback riding on the beach or enjoy a rum tasting at Zemi Beach House’s Rhum Room, the island’s only rum bar.
St. Barths is another option for a day trip, and the 45-minute ferry from St. Maarten to St. Barths leaves three times a day starting at 7:15 a.m. The island has a reputation for being a hideaway for celebrities and socialites, and like St. Martin, it’s lined with swanky beach clubs and restaurants. Check out Nikki Beach or Ocean Club St. Barths and head to the island’s capital, Gustavia, to check out French boutiques like Louis Vuitton and Cartier.
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Featured image by Kai Wulf