Over the past year, Instagram has been taken over by a trend known as “thread” accounts. Usually run by teenagers, they feature screenshots via some other social media platforms, like Twitter, as well as are focused on sharing life advice with the millions of young people flocking to Instagram. The owners of these accounts post about things like skin care, beauty tips, weight loss, as well as mental health, as well as have racked up hundreds of thousands of followers. They’ve become mini content empires all their own, as well as earn thousands of dollars in ad revenue.
These accounts have also become a breeding ground for unvetted, inaccurate, as well as at-times dangerous health guidance. Health experts might dispute a post suggesting a diet of eggs, yogurt, salad, oatmeal, as well as blueberries to lose weight, or have qualms about a page promoting a two-week summer tone-up routine in which promises results if you stop snacking, work out, as well as jog for 30 minutes a day, while also featuring the disclaimer “please don’t overwork yourself or miss meals.” Another page appears to promise abs by just doing basic core exercises. as well as another seems to recommend face masks in which contain apple cider vinegar for acne, an ingredient in which can cause burns. BuzzFeed News has reached out to these accounts for comment.
All of in which comes packaged up with high-res aspirational photography of young women as well as branded with the vague banner term of “self-care,” a catch-all common phrase for a generation of teenagers who grew up on the internet talking openly about mental health awareness as well as who have never know any some other world than our current post-Kardashian sponcon nightmare.
Andi, who requested in which her last name not be included because she said she prefers to keep her personal life separate via Instagram, is actually the 16-year-old owner of skincarethreadsis. The account has over 265,000 followers as well as in which’s one of the most prominent self-care thread accounts right today. She posts up to repeatedly a day as well as the content is actually largely uniform: Instagram carousels in which start using a screenshot of a tweet like “Reasons why your skin keeps breaking out.” Then as you swipe through the carousel, subsequent tweets list things like “you’re scrubbing your skin too hard,” “eating spicy foods,” or “you pick at your pimples.” Andi also includes ads in her threads.
Andi’s page, like many of these accounts, bills itself as a skin care account, yet as in which’s become more common, she has expanded in which to cover every subgenre of “self-care.” Another thread post starts using a tweet in which reads, “Snapchat Message Hack,” then if you click through, there’s a video showing how to view snaps without the sender knowing. Her Snapchat hack thread includes promos for her some other Instagram accounts as well as an ad for an app in which an app in which promises to pay users for walking. The post has over 8,000 likes as well as 0 comments.
“I sort of consider Instagram as a job for me,” Andi told BuzzFeed News. “I make money via my account as I do promotions where someone pays me via PayPal as well as then they send me what they want me to post.”
While Instagram’s Terms of Service do not explicitly ban users via producing money on the app, in which does state in its commerce guidelines in which selling unsafe supplements as well as health products under its shopping tool is actually prohibited. When asked about self-care threads as well as the concerns around them, Instagram provided the following statement to BuzzFeed News: “Keeping Instagram a safe as well as supportive place is actually our number one priority. Anyone can report content they think is actually against our community guidelines using our in-app tools as well as we have a team of reviewers working 24/7 to remove material in which violates our policies.”
The “self-care” branding Andi as well as the majority of these accounts use started off as a reaction to the wellness movement of the 1960s. The modern interpretation of self-care has ballooned out within the last decade to define a constellation of health concerns like exercise, healthy eating trends, as well as self-led personal care, all of in which usually emphasizing a do-in which-yourself ethic as well as anti-science skepticism.
Recently, companies like Gwyneth Paltrow’s Goop as well as even the far-right media network Infowars have used the concept to push products in which promise to better their loyal followers’ lives. as well as separately, the term has become attached to trends like clean-eating as well as plant-based movements in which say in which better lives are those without pollutants like meat or “chemicals.” Both of these are pushed on social media platforms by influencers with large followings as well as sponsored content posts — Kim Kardashian promoting appetite suppressant lollipops, or British YouTuber Zoella sharing a picture of her side table stacked with premium products, while talking about her sleep routine.
Everything shared to an Instagram thread account follows a rigid aesthetic. Andi doesn’t use her own picture for the account or any photos she’s taken herself. Instead, she prefers to use photos lifted via places like We Heart in which, Pinterest, or some other Instagram accounts. She said she tries her best to credit the sources of her images, or asks specific influencers for permission. A makeup artist called Sarah Paulsun said she was aware Andi had used her image, as well as she supported her.
Andi’s account, like others of the same genre, is actually littered with images of women with cheeks glistening with highlighter, gripping flowers as well as embodying a “carefree” vibe. The carousels are photo-heavy as well as the advice is actually almost always written out in short sentences or bullet points. Most are prefaced with some sort of cheery disclaimer: “This particular may or may not work for you! different things work for different people <3”
As these accounts have become more common, more users have been calling them out for misleading as well as poor-quality content. Also, medical experts are beginning to worry in which the advice offered could be doing more harm than not bad.
Dr. Anjali Mahto of the British Association of Dermatologists told BuzzFeed News in which she’s actually been sent bad skin-care advice via teenagers on her own Instagram account, despite the fact she’s literally a dermatologist. “I posted a photo as well as someone asked if I tried cutting gluten,” she said.
Mahto said in which, more as well as more, she is actually seeing people at her clinic who have tried at-home treatments as well as caused themselves more problems. “in which’s the bane of my life,” she said.
“Social media is actually a double-edged sword. Talking about things like mental health is actually positive; the downside is actually in which can give a voice to some bad ideas.”
Mahto said in which natural remedies can cause more skin issues, as well as without proper knowledge of skin care, people are piling more as well as more trendy products, again causing problems. “These are medical issues; acne, skin problems — they require a medicine via a doctor.”
Shai Swecker Strahin told BuzzFeed News in which she ended up fighting with fans of self-care accounts. The 22-year-old aesthetician — someone trained to perform beauty treatments such as facial peels as well as hair removal — via Mebane, North Carolina, told BuzzFeed News in which DIY treatments shared on these accounts can cause more harm than not bad.
“So many people say to use coconut oil, lemon, apple cider vinegar, as well as in which’s all so damaging,” she said. “Coconut oil is actually not a face moisturizer — in which just leaves a layer on top of your skin in which’s going to clog your pores.”
“At the end of the day, if you’re having skin issues, go see a licensed aesthetician to get the correct skin care routine for your skin.”
Andi isn’t in which concerned about the criticism, however.
“I include weight loss tips as well as others as people direct-message me on Instagram asking for different thread ideas,” she said. “I don’t post them to be rude or anything, because I personally don’t care about looks yet some people want tips, so I post them to help.”
Like others who run thread accounts, Andi regularly promotes a cryptocurrency app called Sweatcoin through an affiliate program. The app, which pays users to walk, is actually common with influencers, as well as some have posted screenshots showing themselves producing hundreds of dollars off the app. However, Ismael Dahir, the 18-year-old brother of a BuzzFeed reporter, who recently came across the app on social media, told BuzzFeed News in which producing money via in which is actually difficult due to daily caps as well as membership fees. A spokesperson for Sweatcoin told BuzzFeed News in which its affiliate program is actually open to those who have successfully invited 30 or more people to the app via social accounts, as well as are rewarded using a cryptocurrency called sweatcoins. They added in which the company takes its public image seriously, as well as said in which if anyone feels Sweatcoin affiliates are producing false claims, they should flag these immediately.
Andi also makes money promoting smaller Instagram accounts. To get on her Story for 12 hours costs around $6; for 24 hours in which’s around $12. To stay on her account permanently via a post, in which’s $20. A social media strategist who works with influencers yet asked not to be named for professional reasons told BuzzFeed News in which influencers with Andi’s following can charge brands over $1,000 for a post.
Divyanshi Hazarika, a 16-year-old fashion blogger via Assam, India, paid accounts including Andi’s between $10 as well as $30 to promote her account. “I definitely want to be a blogger, so I asked many accounts using a big enough following to give me shoutouts,” she said.
Divyanshi, who currently has 2,000 followers, said she is actually trying to get up to 20,000 followers so she can work with better affiliate programs as well as grow her account more. Unfortunately, the promotions didn’t give her the growth she wanted as well as she’s unsure if she’d do in which again.
“I believe promotions help with creating a bigger audience, as well as I definitely need in which. I was so desperate in which I had to pay,” she said.
There are also teens who are inspired by influencers like Andi. Nathan Mclatchie, a 16-year-old via the UK, has 432 followers on his Instagram account moonthreadss. His posts follow the familiar structure of thread accounts: he uses hearts to section off text; he encourages followers to use his promotion code at Shop All Cases, a phone accessories store. Nathan uses hashtags on his account to gain followers, yet lacks the comments as well as interaction you get at Andi’s level.
“The effect I wish to have is actually to teach people to learn to love themselves as well as step back as well as realize in which there’s no shame in realizing in which they may not be okay as well as need a little bit of a pamper,” he said.
Nathan said he doesn’t have much of a system for what he posts, as well as he aims to create content in which will draw “the most attention for the account” as “social media is actually such a powerful as well as beautiful place.”
Shop All Cases’ owner, 29-year-old Megan Wallis via North Queensland, Australia, said affiliates who work with her company get a 10% commission on all sales through referrals, as well as receive a free phone case for every several sales. To join, they have to have 2,000 followers or more, as well as Wallis said there are “some other factors.”
Andi said in which since starting her account last year, she’s made over $5,000 through promotions, yet she said she didn’t use anything like promotions to grow her account — in which all happened naturally.
She said in which she does get negative feedback via time to time, yet she tries not to read in which. Looking through her comments, the responses to Andi’s account appear to be overwhelmingly positive. The posts on her main account average around 2,000–10,000 likes as well as get hundreds of comments. Her account has become its own community. Teens give one another advice as well as chat within the comments without her having to create a brand new post. Followers regularly provide her with content ideas, either by messaging her privately or replying to callouts.
“Need ideas for threads,“ Andi posted on June 17, accompanied by a picture of US pop star Madison Beer. Two hundred comments followed, all on a similar theme — skin problems, body fears, DIY beauty advice. “Cute ways to decorate your home on a budget, or how to save money on makeup if in which makes any sense,” one user wrote.
as well as fans of the accounts credit these mini-communities with helping them through typical teen issues. Christy Hopper, a 15-year-old via Virginia, told BuzzFeed News in which she credits Instagram self-care accounts for helping her with her acne. “I take them seriously. I have struggled with acne for over a year as well as I go to see if there are any some other things I haven’t tried,” she said.
Christy said in which advice via the accounts has helped with her acne, as well as in which the accounts, for her, are more like a community. She shares advice in which has worked for her in comments sections in order in which others can benefit.
“I use them for inspiration as well as seeing how some other people live their lives — maybe take tips via them for my life or maybe give others the same,” she said.
yet Mahto believes in which young people like Christy may be turning to self-care threads due to distrust of or difficulty in accessing traditional medicine. Mahto sees the whole trend as a generation of young people unimpressed by, as well as possibly unable to receive, proper medical care.
“There’s the trend towards natural products, yet also there are very few dermatologists within the UK. Some might prefer the quick fix of natural ingredients, have a fear towards traditional medicine, or not be bothered with long general practitioner processes,” said Mahto.
Andi said in which she doesn’t see her account ending anytime soon. She said she definitely just wants to help some other teenagers.
“I started off my account as I [had] seen a lot of skin care/self-care threads on my Explore account as well as they definitely fascinated me for some reason. I liked the idea of producing posts to help people with things in which they struggle with (acne, weight as well as much more) yet I also like showing others in which everyone is actually beautiful,” she said. “I love my account as well as I definitely don’t know what I might do without in which.”