Social media is like that one friend who always shows up in designer outfits but borrows salt from the neighbors. It’s shiny, loud, fabulous but if you pull back the curtain a little bit, it’s just good lighting and maybe a mattress on the floor. And sometimes this performance is tragic than with African creators trying to build a brand.

We definitely all want that clean girl aesthetic, the pastel walls, the wooden cutting board with a croissant and a cup of matcha that no one actually drinks because it tastes like blended spinach. We all want to post like we’re living in Cape Town but with the rent of Kampala. But the reality? The reality is that someone is posing in a corner of their Airbnb pretending it’s their new minimalist apartment.

The influencer dream has gone global  and Africa did not miss the memo. Everyone wants to be the next soft life king or queen. But unlike the ladies in Los Angeles with trust funds and ring lights, many African creators are fighting for WiFi that doesn’t disappear when it rains. We’re trying to make it look like we’re sipping cocktails at a rooftop bar when we actually bought one soda and stretched it for three hours.

What’s funny is how quickly we learn the language of branding. Suddenly your bio says Digital Creator, you have a fake PR email that no one writes to and you’ve posted five carousels about morning routines even though your morning routine is mostly just alarm, snooze, panic,repeat.

The pressure to be aesthetic is real. According to this report by the World Bank, internet access and smartphone use have skyrocketed across Africa, especially among young people. That’s great. But it also means there’s now a whole generation trying to keep up with a lifestyle designed by people who have never had to deal with inconsistent electricity.

And honestly, the algorithm rewards lies. Not like big lies, not tax fraud lies but cute, filtered lies. Instagram loves the illusion. TikTok thrives on “That Girl” routines. So we end up with people filming a day in my life while dodging boda bodas and pretending they’re walking down some European boulevard.

What we don’t talk about enough is how expensive pretending can be. Outfits for content. Transport to cute locations. That coffee shop order that isn’t even nice but looks good in a flat lay. Many African creators are trapped in a loop where they’re creating a version of themselves they can’t actually afford to maintain. It’s like starring in a movie about your own life but you can’t afford the budget.

But here’s what is real, most people watching don’t even care. No one actually believes everyone lives like an influencer. We know that perfect shot probably involved moving a pile of laundry to the other side of the room. We know that rooftop picture could have been taken during someone else’s birthday. And people keep posting because online perception is profit.

It’s also tied to something deeper. For a lot of African youth, the internet isn’t just entertainment. It’s a ladder. A way out. A stage. You fake it till you make it, sometimes literally. Creators are hustling not just for likes but for visibility that could lead to gigs, sponsorships, maybe a chance to live the life they’re pretending to have. 

Of course, there’s a thin line between crafting a brand and living a lie. The pressure can eat at you. Studies have shown how social media intensifies insecurity and social comparison . Imagine being broke and feeling like you’re failing at being broke correctly. It’s exhausting.

So maybe the real flex is not pretending too hard. Maybe the new aesthetic should be soft delusion with a touch of honesty. Post the latte art, sure but also post the chaos behind it. Talk about the hustle. Show the mismatched plates. 

Because at the end of the day, no matter how good your feed looks, you still have to go home. And that’s okay. Authenticity might not always trend but it does last longer than filters.

The internet is free, yes. But the aesthetic? That costs data, rent and sometimes your mental peace. So if you’re out here building your brand, do it smart. Create, not perform. Hustle but breathe. Clout won’t pay rent, but maybe your creativity will.