This app will save you from dangerous social media trends

Body and Soul - Mia Erickson

Time to ask the real experts

Recent research conducted by RMIT has revealed shocking statistics, indicating the ‘bad advice epidemic’ may be worse than we thought. Here’s how a new Australian app is fighting back.

It’s no secret social media plays a pretty integral role in our day-to-day decision making, from the foods we eat and the products we lather on our face each morning, to the bedsheets we snuggle up in and TV shows we binge to round out the night. According to the findings of a recent investigation by RMIT, 44 per cent of Gen Z consumers report making a purchase based purely on an influencer’s recommendation.

As someone on the cusp of Gen Z, I’d almost argue that statistic doesn’t sound high enough. I can’t count the times bright Instagram stories and convincingly positive influencer reviews have twisted my arm into making a purchase. But as credible and authentic as our favourite influencers may appear, their recommendations are sometimes tainted with monetary sponsorship or personal opinion over expertise, leading to the endorsement of misleading and often harmful information.

“Dangerous health and beauty trends are rife on TikTok, promoted by influencers in DIY tutorials,” says Dr Lauren Gurrieri, RMIT’s Associate Professor of Marketing. “Recent examples include snorting or inhaling a synthetic hormone to get an “instant tan”; ice facials that can cause frostbite and cold burns; and sunscreen contouring that uses the strategic placement of sunscreen to create tan lines that contour the face but can create UV damage and increase the risk of skin cancers.”

Combatting the bad advice epidemic

With TikTok trends and Instagram influencers filling our feeds every time we open our favourite apps, a new Australian-born advice platform, Anni, hopes to bridge the gap between tech users and experts from a diverse range of fields. Anni experts provide human-to-human micro consults anytime, anywhere, meaning your late-night questions and scroll-induced anxieties can be answered without fuss.

“Social media is known for spreading misinformation and untrue advice,” says Anna Lee-Renwick, Anni co-founder and CPO. “This is particularly concerning as more than half of Aussies have followed the advice they have seen on social media, with a quarter unable to find a suitable expert to engage with.”

The co-founder says easily accessible and widespread content on apps like Instagram and TikTok have caused a ‘bad advice epidemic’, meaning false and unvetted information is spreading faster than app regulators can keep up with. Consequently, we’re seeing a rise in unqualified and inexperienced ‘experts’, using their ever-increasing follower count to justify their claims.

Thanks to algorithms designed to keep users engaged, you may find your feed serving you content and advice from creators you neither follow nor know the credentials of. When it comes to seeking advice from Anni, users are guaranteed to be connected with trusted, qualified (and real life!) professionals, sharing snackable, judgement-free, and tailored advice to help you make informed decisions about your health and wellness.

How exactly does the app work?

Taking into consideration the degree of flexibility people both need and expect in this day and age, Anni’s digital platform is designed with convenience and affordability front of mind.

“We strive to make trusted human-to-human connections possible,” says Lee Renwick. “Anni allows members to access trusted advice anywhere at any time through the ability to book human-to-human micro-consults.”

Anni is free to join and once signed up, members can seamlessly browse, select and book appointments with Anni experts. Through a paid 15 or 30-minute session, tailored advice is delivered straight to users from professionals. Sessions can be booked for a range of health wellness topics, from fitness, parenting, dating, sexual health and beauty, with the mobile app on track to expand its category offerings in the future.

“Our research shows Aussies turn to social media for advice because they believe consulting experts would be expensive, followed by difficulty finding an expert,” explains the co-founder. “Anni solves for both of these consumer problems, by providing tailored advice, anywhere, anytime.”

As the saying goes, ‘if you can’t beat ‘em, join ‘em’. The Aussie-made app is embracing the fast-paced, and snappy nature of social media content these days, using real-time expert advice to beat misinformation at its own game.

This article appeared in Body and Soul on October 25, 2023 - 2:40PM

For Media enquires please contact: anni@prgroup.com.au

For all other enquires please contact: hello@anni.app

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