How Social Media Shapes Modern Identity
Social media has become one of the most potent forces shaping how people see themselves, connect with others, and navigate daily life. It is both a mirror and a stage. A place for expression, comparison, discovery and distraction. Using nationally representative YouGov Profiles+ South Africa data, we explore how consumers use social platforms and how these behaviours influence modern identity.
The findings reveal a population that is deeply connected to social media, both emotionally and habitually. For many, platforms are sources of information, entertainment and validation. For others, they are places of worry, pressure or comparison. Identity today is increasingly negotiated online, and the data shows exactly how.
Social Media Is Nearly Universal
The first marker of social influence is simply how widespread it is. In the last month, 76% of consumers used Facebook, 55% used YouTube, 50% used TikTok, and 47% used Instagram. Even X, a more niche platform in South Africa, reaches 42%. Only 3% of the population reports not being members of any social network.
This widespread usage means social platforms are not subcultures. They are part of the everyday environment. When nearly everyone participates, identity is naturally shaped by what people see, share and compare themselves to.
Consumers Care Deeply About How They Present Themselves Online
A notable 74% say they care about how they present themselves on social media.
This is one of the clearest indicators of identity construction. People are not posting passively. They are curating. Social media is a space where individuals manage impressions, shape their narratives and decide which parts of themselves they want others to see.
This attention to presentation suggests that social platforms are closely tied to self-esteem and personal identity. The online self is not separate from the real one. For many consumers, it is an extension of who they aspire to be.
Social Media Both Connects and Pressures People
A clear majority, 70%, worry at times about how long they spend on social media. In addition, 69% say they spend more time on platforms now than they did a year ago.
This combination creates a tension. People are aware of their increasing usage, but they cannot easily disconnect. The behaviour is anchored in habit, entertainment, boredom relief and emotional escape.
Here is where identity becomes complicated. If platforms provide validation or distraction, disengaging threatens emotional comfort. Many consumers know this, but the behaviour persists.
Aimless Scrolling Reflects Emotional Patterns
About 67% often scroll aimlessly through social media. This behaviour can be reflexive or soothing, but it also creates opportunities for comparison and influence.
People may not log in with the intention of comparing themselves, but they inevitably encounter content that shapes their perceptions of what is normal, achievable, or desirable. This creates a fertile ground for identity negotiation, both positive and negative.
Online Identity Can Feel Better Than Offline Interaction
A notable 64% prefer interacting with people on social media rather than in person at times. This suggests that social platforms are not simply communication tools. They offer safety, convenience and control that real-world interactions sometimes lack.
For marketers, this highlights the emotional depth of digital environments. People use them not only for updates but for connection in a way that feels less demanding.
Content Creation Motivates Real-World Behaviour
Overall, 55% of respondents seek experiences that will make great social media content.
This is one of the most revealing findings. More than half of South Africans shape their offline behaviour with an online audience in mind. This is where identity and performance intersect. Life is lived partly through the lens of how it will appear on platforms.
This has significant implications for brands. Consumers do not only buy products. They buy experiences they can share.
Comparisons and Influencer Culture Shape Self-Image
When asked whether they compare themselves to fitness influencers, 43% of respondents express agreement overall, indicating a closely divided audience.
This mix tells us that comparison is a meaningful force for a substantial group, even if not universal. For those affected, influencers set benchmarks for lifestyle, appearance and success. These comparisons can motivate or discourage, depending on personality and self-esteem.
Social Media Also Shapes Ethical and Emotional Perceptions
Seventy-three % think social media is changing the way we interact for the worse. At the same time, 65% say social media has changed their lives for the better.
This duality captures the modern digital experience. Platforms bring connection, inspiration and convenience, while also contributing to pressure, misinformation or conflict. People see both sides clearly yet continue to engage heavily.
Identity today is shaped by this tension. Consumers hold complex and sometimes contradictory feelings toward the digital spaces that influence them.
Online Curiosity Is Normalised
Overall, 33% agree that they have “stalked” someone online, indicating that digital background checking is a common behaviour.
This normalised behaviour speaks to a broader cultural shift. Online identity has become a reference point for credibility, desirability and personal history. People expect to be looked up to, and they hope to look up to others.
Dating, Flirting and Personal Exploration Also Move Online
Overall, 48% agree that they use social media for flirting and dating, highlighting its role in romantic exploration.
This is another powerful identity marker. Relationships begin, develop and sometimes end online. The boundaries between digital and real-world identity continue to blur.
Conclusion
The data shows that social media is not just influencing identity. It is a core space where identity is built, displayed and negotiated. Consumers care deeply about how they present themselves. They interact more online than they realise. They feel the pressure of comparison, yet also the comfort of connection. They adjust their behaviour to create content. And they form opinions, relationships and self-images through the lens of these platforms.
For brands, this creates a landscape filled with both opportunity and responsibility. Authenticity matters. Emotional resonance matters. And understanding the complex motivations behind online behaviour is essential. Consumers are not simply using social media. They are shaping who they are through it.
Methodology
Data sourced from YouGov Profiles+ South Africa
30 November 2025
Sample size:n=24911
