Is There Anything Wrong with the Aspirational Blogger?

If you didn’t see the blogger drama of late, where have you been? Social media lit up with people more than happy attack the lovely Scarlett London over a seemingly harmless Instagram post depicting her not so typical morning routine. A ridiculous amount of people got involved in such a small amount of time and we started debating whether the ‘aspirational blogger’ was something to be frowned upon. There were quite a few opinions flying around, so I thought I’d throw my hat into the ring and share with you my opinion.

What's wrong with the aspirational blogger? Blogosphere magazine. No makeup

Aspirational: Having or characterised by aspirations to achieve social prestige and material success.

Oxford Dictionary Online 

If you’ve seen my Instagram feed at all, it’s unlikely you would categorise me as an aspirational blogger. I don’t go on holidays to create mind blowing content every few weeks. I don’t have ANY designer clothes or bags. And I don’t tend to have my shit together, (not very often at least.) However, if you’ve seen the likes of Lydia Millen or perhaps Em Sheldon, you might be lead to believe they do. They are they type of blogger I would class as ‘aspirational’ – they showcase a well put together life with material goods and a few very luxurious looking trips abroad. And for me that’s okay!

I think all the drama stemmed from the fact that no one likes the idea of bloggers/influencers being able to advertise to you in such staged ways. Okay, a girl sat on a bed with pancakes and a bottle of Listerine mouthwash in the background isn’t a likely everyday routine, I for one am barely able to function until a few hours after I wake up. But, it’s an advert and who says they always have to be true to reality? The people who find themselves offended by such marketing must also be annoyed with TV advertising: the meerkats who go to the movies: obvs not real, the cartoon koala who loves loo roll: well duh and the constant shaving of hair free legs: hardly realistic at all! You rarely see anyone bat an eyelid about these things because they’re on TV, and everyone seems to understand TV advertising.

Times are changing people of the internet. You might not like the idea that you can be advertised to while browsing Instagram but it’s happening. And if someone is being paid to advertise something, as long as they declare the ad, why shouldn’t they create a fictitious image? Are you more likely to pay attention to someone spitting out mouthwash in a sink, or of a pretty blonde girl’s ‘morning routine’ which as the caption stated: was not her real morning routine – I know which my money is on. I spend more time looking at images that are beautifully curated than those that aren’t, that’s just personal preference. Advertising agencies know what works best, in fact congratulations for everyone who created controversy; Listerine got more coverage from this image than they ever could have anticipated.

Anyway, back to the ‘aspirational blogger’. I often find myself perplexed by such a description, as for some, these so called ‘aspirational bloggers’ lives must be relatable. If you are in a position to spend as they do, and own material goods in a similar way, then these bloggers have a pretty similar reality. To others, like myself, they are aspirational; I would love to travel the world, and in a way, these bloggers make me want to work as hard as I can to achieve these things myself. If anything, the aspirational side to their content is helpful for me as it enables me to set myself goals.

Of course, I am able to see when this trend becomes harmful. A lot of people say seeing such perfection on social media makes them feel down, and it’s true: social media usually shows the best bits of people’s lives, (except perhaps Twitter, there’s a lot of raw emotion going on there, oh and tweet copying.) The rose tinted goggles we all put on when we access social media don’t necessarily need extra recognition, we just need to use it differently. It’s your account, you ARE allowed to mute and unfollow accounts that make you feel bad, you are also allowed to follow accounts that aren’t perfectly curated and show the good, the bad and the ugly. You are free to use social media however you want. You should never feel obliged to look at things that affect your mindset in a less than positive way.

Our likes and dislikes are what define us, so while I like the ‘aspirational blogger’, you may hate them, but as I said above; that’s absolutely fine, you don’t have to follow them. It’s quite a divided topic I believe, but I’m glad the conversation has opened up. I’ll say it again, I’m by no means your typical aspirational blogger – just look at the photo I’m using above, no makeup on my face and an empty variety pack box of CocoPops behind me #notspon – but perhaps to some I could be. I own a MacBook and I can afford the occasional treat for myself (Spectrum Brushes I’m talking to you.) The classification of ‘aspirational’ is totally subjective and one person’s aspirations are another’s reality.

I’m aware this post is likely to be a long stream of consciousness, hopefully I’ve managed to edit it down into a more structured piece. But I am intrigued, what are your thoughts on the subject? Be that the Instagram drama or the notion of ‘aspirational bloggers’.

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Is there anything wrong with the aspirational blogger


  1. September 24, 2018 / 6:41 pm

    Great post! I said some similar things a few days ago, in a post about how social media affects our mental health…The thing is, you have to know it`s staged. And you`re a smart consumer, so nobody will force you into buying anything. I personally admire the efforts these girls put into their pictures. It`s a lot of hard work, and sometimes the result is better than a commercial.

    Beauty Nerd

    • Beth
      September 24, 2018 / 7:16 pm

      I’ll have to go find your post, this kind of thing really interests me at the moment!xx

  2. September 24, 2018 / 7:49 pm

    This is an amazing post and I loved reading it! I agree with you!

    Ayse x

    • Beth
      October 1, 2018 / 2:06 pm

      Thank you so much!xx

  3. September 25, 2018 / 12:56 pm

    Great post! And you’re totally right.
    I did see the original photo, and IMHO it was pretty ridiculous. I don’t know, I think there is a fine line between being an aspirational blogger/instagrammer and sharing polished images of life for ads, but you can go too far into the ludicrous. That being said I in no way feel that she deserved the level of abuse she received for the photo! (OR any abuse!). But then I have nowhere near the following she does, and she got paid. So who am I to criticise?! It’s a matter of preference at the end of the day.

    • Beth
      October 1, 2018 / 2:07 pm

      It’s definitely a matter of preference, but regardless of the viewpoint the hate was awful x

  4. September 26, 2018 / 11:07 pm

    I loved this post and it really got me thinking! I think like with anything these days, it’s mostly about finding a balance with what you share, and to what point your content blurs the line between reality and purely ‘for the gram’!

    • Beth
      October 1, 2018 / 2:07 pm

      Finding a balance is key I think!x

  5. September 27, 2018 / 5:55 pm

    It’s so important to aspire to something xx

    • Beth
      October 1, 2018 / 2:08 pm

      I think so!xx

  6. October 1, 2018 / 9:55 am

    Oh gosh the hate Scarlett got was appalling. It also proves that unfortunately the blogging world is still very much misunderstood and not taken seriously.

    • Beth
      October 1, 2018 / 2:09 pm

      I do hope the blogging world begins to be understood, most people use the internet so surely it will come further to the forefront soon!xx

  7. October 1, 2018 / 10:51 pm

    Social media is great but it is also really damaging, too. I think you have to be careful and know where that line is of dreamlike and reality otherwise it really eats away at you and overtime it’s not good. Really good post though with some interesting and important points on your behalf!

    Carly xx //

    • Beth
      October 4, 2018 / 7:23 pm

      I think it’s very necessary nowadays to make the distinction between real and fake or it can harm your outlook on the world xx

      • October 4, 2018 / 10:25 pm

        That’s very true. Finding that line can be hard but it’s important that you do. Thanks for reading xx

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