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Social media has become an integral part of our daily lives, providing instant access to information, entertainment, and connections with others. Despite its advantages, social media’s role in increasing poverty among individuals and communities is a growing concern.

According to a report by Visual Capitalist, in Africa, Kenya leads the pack for the amount of time spent on social media. Kenyans spend an average of three hours and 43 minutes on social media daily.

The high usage rate is due to the increasing popularity of mobile internet, a tech-proficient young population, and a strong digital culture. Platforms like X and Facebook are widely utilised in Kenya for discussions on politics, news, and social issues.

The rise of digital businesses and influencers in the country has transformed social media into a crucial space for commerce and personal branding. In this glory lies a dark side engulfing the masses in poverty.

Social media platforms play a significant role in shaping perceptions of success and happiness through materialism. Influencers on platforms like Facebook and Instagram frequently showcase wealth, luxury items, extravagant lifestyles, and global travel experiences.

This continuous exposure to images and content that prioritise material possessions can lead individuals to believe that such items are essential for personal fulfilment.

Many people overspend to attain these perceived ideals, resulting in financial strain and potential debt.

By encouraging a culture of competitiveness and comparison, social media contributes to the development of irrational expectations for living. People frequently feel under pressure to maintain a picture-perfect online persona or keep up with their friends, even if doing so means living above their means or straining their budgets.

People’s attempts to project an image of success and happiness, regardless of the financial risks, often trap them in a destructive cycle of debt and consumerism.

The compulsive purchasing that social media promotes exacerbates our poverty. Social media platforms’ constant barrage of advertisements, sponsored content, and shopping suggestions can persuade users to make impulsive purchases. A few clicks might lead to customers buying goods and services they do not need or cannot afford, creating a vicious cycle of overspending and unstable finances.

Research indicates that individuals who dedicate a significant amount of their time to social media often experience heightened feelings of envy towards others.

This envy is often rooted in the carefully curated and idealised portrayals of life that populate these platforms. As a result, users may find themselves grappling with a diminished sense of satisfaction in their own lives.

This discontent can develop into feelings of low self-worth and an overwhelming sense of failure, particularly for those facing economic hardships.

The psychological impact of constant comparison can lead to a cyclic pattern of emotional distress that may further entrench individuals in poverty.

When people feel inadequate or unsuccessful compared with the more prosperous lives of others, it can create barriers that prevent them from taking proactive steps to enhance their financial circumstances.

Social networking might make it harder to find a job since it makes it harder to distinguish between personal and professional life. Employers frequently examine candidates’ social media profiles to determine their fitness for a position, and any improper or unprofessional behaviour may affect their chances of landing a job.

Excessive use of social media can hinder an individual’s ability to succeed in the workplace and advance their career. Continuous distractions from online platforms can lower focus and productivity, increasing the risk of job termination.

— The writer is an Innovations Evangelist and a PhD Candidate; [email protected]