The Dual Impact of Female influencers in Iraq

It's the kiss that moved a nation, the dress that defied tradition, and the headscarf that sparked a widespread controversy. In the heart of Iraq, female influencers are making waves with their bold actions and unapologetic voices. Mina Al-Sheikhly's wedding kiss challenged societal norms and ignited conversations about love and public affection. Nawras Sattar's daring fashion choices are redefining what it means to dress as an Iraqi woman, pushing the boundaries of personal freedom and expression. Meanwhile, stories of resilient influencers who navigate the stigmas of divorce are inspiring countless women to see new beginnings where society once saw only endings. These digital pioneers are reshaping the narrative, proving that the power of a single act can reverberate through a nation and change its cultural landscape forever. Female influencers in Iraq, are they changing society for better or worse? 

I recall the early days of social media in 2012. Back then, it was unimaginable for Iraqi girls to post their faces on platforms like Instagram or Facebook. A girl using her real photo as a profile picture was often branded as a "bad girl." We resorted to using images of celebrities or anonymous pretty faces, and the most daring act was posting a photo of our hands doing a peace sign. I remember an instance in college when some female friends and I wanted to take a photo of our hands, and even that simple act was met with hesitation and disapproval. Today, the landscape has shifted dramatically.

In the evolving landscape of Iraq, where ancient conservative traditions blend with modern aspirations, a new force has emerged in recent years: female influencers. These digital storytellers have accidentally become the forefront of change, challenging norms and redefining societal roles while documenting their lives online. Their “influence”, combined with strong social media pressure, has opened new avenues for Iraqi women to express themselves, pursue their ambitions, and participate actively in the public sphere. This “influence”, however, is a double-edged sword. Because, while these influencers are breaking barriers, they also navigate a landscape marked by commercial pressures and societal expectations promoting consumerism and unrealistic ideals.

This article explores the multifaceted impact of female influencers in Iraq, examining both their positive contributions and the potential drawbacks of their growing influence.

From Shadows to Spotlight: An Accidental Journey of Empowerment

After the war and up till late 2010, my sister and I, like most teenagers and women of our generation, spent all our time at home. With no internet or phones, we were confined to spending our time either studying, cleaning, or watching TV, and even that was considered a luxury since many families forbade their girls from indulging in it. The outside world felt distant, and our interactions were limited to the walls of our home. Then came the internet and the smartphone. And along came with it the revolution of Iraqi bloggers, breaking through these walls. 

Female influencers, armed with smartphones and social media, began sharing their lives and experiences that were mostly about fashion, makeup, and cooking. This newfound visibility challenged the old notion that women should remain unseen and unheard. They posted pictures of themselves, shared their daily routines, and voiced their opinions, unintentionally encouraging other women to do the same. 

Paving New Paths: Shattering Social Taboos

Of course, coming out of the closet did not come without cost. In a conservative society like Iraq where women are constrained by certain expectations and are watched for every move they take, women who share their daily snippets online are constantly criticized and are often labeled negatively by society. However, their resilience was and still is slowly shifting perceptions. By continuing to share their photos and part of their lives publicly, they are making it increasingly acceptable for women to engage in activities that were once considered taboo. By being the first and the most susceptible women in society to perceive criticism from those who are fixated on the idea that women should stay under the rock, they are paving the way for future generations to express themselves freely and confidently.

For example: The hijab, a symbol of modesty and faith, also stands as a testament to societal expectations. Yet, female influencers, with their fearless fashion choices, have turned this symbol into a canvas of personal expression. By styling it in a different way than usual or sometimes choosing to not wear the hijab, they spark conversations about freedom and choice, about the right to define one's identity beyond fabric and tradition. Their courage in this area is pivotal. For many young women watching, these influencers demonstrate that it’s possible to navigate their identity and beliefs in a society that often imposes strict norms. They are not just promoting a fashion statement; they are advocating for the freedom to choose one’s own path. This push for acceptance is slowly reshaping societal views, making it increasingly acceptable for women to express themselves in ways that were once considered taboo.

Between Authenticity and Advertising: The Struggle for Integrity

⁠This digital presence has inspired countless women to step out of the shadows and into the spotlight, asserting our presence in a society that once sought to confine us. Yet, in the glittering world of Instagram and YouTube, a darker side lurks. The temptation of branded partnerships and sponsorships transforms authentic voices into commercial megaphones. 

Vlogging, once a passion, now dances to the tune of capitalism. The quest for likes and sponsorships often eclipses the pursuit of genuine content. What once was an online platform for those women to share their fashion choices and makeup looks, serves now as a tool for selling and generating profits. Followers now are viewed as numbers to attract sponsors and contracts. Ads for luxury products flood their feeds, urging followers to buy, buy, buy. This relentless push towards consumerism breeds a culture of materialism, where worth is measured in possessions rather than personal growth.

It became hard to find an influencer with genuine content. Most stories, posts, and reels serve a certain purpose whether directly or indirectly: selling a product. This commercialization dilutes the authenticity of their messages, diminishing genuine advocacy to simple marketing tactics, which undermines the trust of their audience. Many bloggers, enticed by the lucrative nature of advertisements, have transitioned fully to promoting products. This shift leaves a void in the blogging world, as genuine content and the simple joy of following someone's life and interests become overshadowed by consumerism.

Beyond the Surface: The True Cost of Beauty Standards

⁠As the power of female influencers grows in Iraq, a troubling trend has emerged: the promotion of unrealistic beauty standards. Many bloggers now regularly showcase cosmetic surgeries and various beauty enhancements as part of their daily lives, framing these choices as normal and even aspirational. Procedures that were once considered illicit are now highlighted as essential steps toward achieving the "ideal" look, and this normalization can pressure many young women to conform to these standards.

These influencers often package their endorsements of plastic surgery and heavy makeup as part of a broader message of self-love. However, this narrative can be misleading, suggesting that true self-acceptance is only achievable through transformation rather than embracing one’s natural self. Instead of celebrating individuality and authenticity, the focus shifts toward external perfection, creating unrealistic expectations for women in society.

Moreover, many influencers have launched their own beauty brands, promoting a constant stream of products that align with these ideals. Their feeds are filled with ads for makeup lines, skincare products, and beauty enhancements, which further perpetuate the cycle of consumerism. This relentless promotion not only blurs the lines between genuine content and marketing but also places immense pressure on their followers to keep up with these ever-evolving beauty standards.

The world of vlogging  in Iraq took even a further turn. The glamorous lifestyles showcased by some influencers  paint a picture of privilege and excess. For many of their followers, these depictions are a far cry from their reality. This disparity breeds a sense of inadequacy and discontent, widening the chasm between aspiration and reality, and sowing seeds of social division.

A New Definition of Success: The Pressure to Have It All

⁠Many female influencers in Iraq are shaping a narrow definition of success, often suggesting that to be acceptable, women must achieve financial independence, own businesses, and lead luxurious lifestyles. This narrative creates immense pressure on young girls, making them feel that success is measured solely by wealth and material possessions.

The emphasis on entrepreneurship often comes with the underlying message that if you’re not building a brand or generating substantial income, you’re somehow falling short. This mindset can marginalize those who choose different paths or face obstacles in pursuing such ambitions.

Moreover, these influencers are frequently showcasing a lavish lifestyle filled with designer brands, frequent dining out, and luxury travel. Their feeds often highlight expensive clothing, luxury vacations, and high-end beauty products as the norms for a successful life. This constant portrayal can create unrealistic expectations for their followers, making it seem like happiness and fulfillment are only obtainable through material wealth and status.

As a result, young women may feel inadequate if they cannot achieve this luxurious lifestyle or attain the same level of success, leading to feelings of pressure and dissatisfaction. This narrative can overshadow the importance of personal growth, education, and diverse definitions of success, pushing many to chase an ideal that may not reflect their true aspirations or circumstances.

By promoting such standards, these influencers inadvertently created a culture where self-worth is tied to external achievements rather than individual values and authenticity. This can ultimately harm the self-esteem of young women who strive to fit into a mold that may not be attainable or relevant to their lives.

Summary 

⁠Female influencers in Iraq are modern-day trendsetters, their voices resonating through the digital landscape and challenging traditional norms. They inspire change and empower women to pursue their dreams. However, their influence is a complex narrative, intertwined with both empowerment and concern. Their legacy will depend on their ability to uplift others while ensuring they don’t alienate anyone, to inspire without imposing unrealistic standards, and to lead while staying true to themselves.

The community longs for a return to genuine vlogging —where the emphasis is on authentic connections and shared experiences, rather than just promoting the latest products. It's essential for these influencers to foster a culture that values individuality and real stories over superficial ideals, ensuring that their impact remains positive and inclusive for all women in Iraq.

Written in English by: Athraa Al-Saadi

English Editor: Tarneem Maitham

Translated to Arabic by: Lubna Muyad

Arabic Editors: Murtaja Talib, Noor Al-Huda Talib & Tarneem Maitham

Translated to Kurdish by: Saya Amr HamaAli

Kurdish Editor: Sanaria Tahsin