Different realities between women and influencers?!

November 2021, study conducted by Trocando Fraldas with over 5,000 women between October 11 and 19, 2021: Nowadays, it is very common to find thousands of influencers on the internet sharing their lives through social networks. Especially after the COVID-19 pandemic. The so-called "influencers" are usually people who already have some fame, or are starting their journey on this path. And for this reason, their reality does not always match that of their followers, since fame brings some benefits, including financial gain.

The vast majority of followers of a digital influencer do not have access to the same opportunities, especially when it comes to pregnancy and motherhood. And as we found in our latest study, 70% of Brazilian women feel that their experience of motherhood is very different from that of digital influencers. Especially women who are pregnant or who have already had children, with 76% and 75%, respectively.

Do you feel that your experience of
motherhood is very different from that of
influencers?

How it affects Brazilian women

Although the percentage of women who feel their experience of motherhood is different from that of influencers is 70%, only 40% of them feel bad or have any complex when comparing their experience with that of a digital influencer.

Which shows that many realize that this excess of happiness and perfection is just an act. After all, even though being a mother is the most amazing thing in the world, going through pregnancy and motherhood is not easy, especially for moms who are alone on their journey or who have many different types of realities.

Do you feel bad or have a complex when
comparing your experience with that of
influencers?

  • Tocantins is the state where the most women feel bad, with 55% of respondents.
  • In Rio de Janeiro and São Paulo, 40% and 39%, respectively, feel this discomfort.
  • And the state where the fewest women feel bad when comparing their reality is Roraima, with 30% of participants.

Influencers can help

We also found that 70% of Brazilian women do not share their pregnancy difficulties on social networks or with others. This means that influencers become a source of information because, even though they have a different reality, they go through the same symptoms and challenges of pregnancy. And best of all, they share this with all their followers.

  • Women aged 30 to 34 are those who share their pregnancy difficulties the least, with 82% of respondents.
  • Among the states, Roraima has the highest percentage of participants who share their difficulties, with 33% of them.
  • In Rio de Janeiro, only 28%. And in São Paulo, 19%.
  • The state with the lowest number of women sharing their difficulties is Tocantins with 6% of respondents.

Rate of Brazilian women who do not share pregnancy difficulties, by state

Ranking of the states where Brazilian women feel their experience of motherhood is different from influencers

  • 1.Acre
  • 2.Espírito Santo
  • 3.Goiás
  • 4.Maranhão
  • 5.Alagoas
  • 6.Amapá
  • 7.Sergipe
  • 8.Minas Gerais
  • 9.Pará
  • 10.Rio de Janeiro
  • 11.Bahia
  • 12.Amazonas
  • 13.Paraíba
  • 14.Santa Catarina
  • 15.Rio Grande do Sul
  • 16.Pernambuco
  • 17.Rondônia
  • 18.Federal District
  • 19.São Paulo
  • 20.Roraima
  • 21.Mato Grosso
  • 22.Ceará
  • 23.Mato Grosso do Sul
  • 24.Piauí
  • 25.Paraná
  • 26.Rio Grande do Norte
  • 27.Tocantins

Research Method

The study had national coverage and was carried out with more than 5,000 women between October 11 and 19, 2021. The data collection method was through an online questionnaire form.

The following questions were addressed:

  • Do you feel that your experience of motherhood is very different from that of influencers?
  • Do you feel bad or have a complex when comparing your experience with that of influencers?
  • Have you shared or do you share the difficulties of pregnancy on social networks or with others?

To compare the results among regions and states, the answers to the affirmative questions were counted as numbers, 1 for "yes" and 0 for "no". Some questions, in order to obtain more qualitative results, were designed with more options.