Social media has had a major influence on the way people view their appearance. They see other people in photos on social media and want to achieve the same appearance as the people they follow on various platforms. In addition, social media celebrities have to keep their appearance as flawless, and natural in appearance, as possible thanks to the large number of videos and close-up photos they post online. Social media celebrities have also learned the art of the perfect smile thanks to their appearances at red carpet events as well as the photos and videos they post. One social media platform that has had a big influence on cosmetic dentistry is Instagram. Patients are visiting cosmetic dentists to try and get the perfect smile, through dental veneers, to showcase on their Instagram accounts as this social media platform is heavy on visual images.
Porcelain veneers, AKA dental veneers, have been used for years to help patients address issues with the shape or size of their teeth. In addition, they can also help a person with teeth that are dull or discolored by giving the patient a whiter and brighter smile. Veneers have grown in popularity thanks to their use by social media “influencers” that are young men and women that have large social media followings. These influencers are courted by brands to serve as representatives for the products or services of the brand. These young influencers are under quite a bit of pressure to meet the same beauty expectations and standards as more traditionally famous Hollywood celebrities.
In addition, influencers are viewed as having a closer relationship with their fans because of the more intimate nature of the posts. Social media posts from influencers show them living their best lives so their fans feel like they are closer to these Instagram celebrities due to the “window” into their lives they view on social media. They show off their perfect clothes and hairstyles as well as showcase their perfect smile that, in many cases, has been augmented through cosmetic dentistry procedures such as veneers. The fact that these influencers are very open about the cosmetic procedures they have undergone to achieve their desired appearance has caused cosmetic procedures such as veneers to be normalized and accepted by their fans AKA younger consumers.
When veneers were first introduced to Hollywood back in the 1920s, the heads of Hollywood studios asked dentists to use dental techniques to improve the look of an actor’s teeth. The results achieved by these veneers were only temporary as the veneers could be removed at the end of the day. Veneers that are placed in the mouth are now a more permanent solution since these thin pieces of tooth-colored porcelain are cemented to the teeth. The cosmetic dentist places the dental veneers in the mouth in order to cover the front portion of the teeth. In order to prep the teeth for the cosmetic dentistry treatment, the dentist removes about a half-millimeter of enamel from the surface of the existing tooth. Once the enamel is removed from the tooth, the dental veneers are cemented to the front of the teeth to make a change in the shape, length, color or size of the teeth.
As influencers gain more followers and grow in popularity, they are expected to maintain a certain level of beauty. In a recent interview with The Atlantic, Brooke Erin Duffy, a communications professor at Cornell University, said that influencers “have to perform traditional beauty. If they don’t do enough and aren’t looking great, they’re going to get called out.” Duffy also cautioned that these influencers run a risk of having too much work done on their appearance and this can cause them to have a less than natural appearance. In turn, looking fake on Instagram can turn their fans against them. Veneers are viewed as a good “middle ground” because they make the smile whiter and brighter and this makes Instagram fans feel like they are following influencers that are authentic while also being a person that is authentically prettier and happier than anyone the fans know in their everyday lives.
One of the reasons that Instagram social media influencers like cosmetic dentistry procedures such as cosmetic dental veneers is that it is a treatment that improves the aesthetic look of a person and drives positive engagement on the social media platform. The number of “likes”, along with the growth in positive engagement, helps influencer accounts gain followers. In turn, the higher engagement numbers helps an influencer make sponsorship deals and earn income from posts on their account.
Companies reach out to these social media influencers and ask them to endorse a service or product. The influencer will often receive the product or service for free while being paid for the posts or they get a set amount of commission for the sales they generate for the business they promote. When it comes to doctors or companies looking to promote the results they create through veneers, many influencers have received a brighter smile without having to pay for the cosmetic dentistry procedure. The marketing efforts of the Instagram celebrities helps cosmetic dentists build a new list of patients eager to experience the lifestyle of those they view as being rich and famous.
When it comes to social media platforms like Instagram and the influence it has on the public, people are able to view products and services that they normally do not have time to investigate closely. The ability of Instagram celebrities to tag the products or services they are promoting gives the public the opportunity to click on the tagged profile and discover more information about a cosmetic dentistry procedure like cosmetic dental veneers. Instagram does not show any signs of losing its popularity in the near future which means cosmetic dental procedures like dental veneers will continue to be spotlighted as well as grow in popularity.
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