Travel influencers engage in wild activities to amuse us while minimizing potential dangers.

 

Many Australians turn to social media to find their next adventure, whether it’s a hiking trail or a swimming location. A wide variety of travel influencers are eager to provide the inspiration for these excursions.

Several of these influencers produce their content with regard for both the environment and their followers. However, not every piece of travel inspiration is created with this awareness.

My study sheds light on how Australian travel and adventure influencers perceive risk, their accountability, and the influence they have on their audience's behaviors in natural settings.

Together, their social media profiles reach tens of thousands of individuals, encouraging them to explore these parks in person. Nevertheless, most of the influencers I researched consider themselves entertainers rather than educators.

This difference can lead to serious outcomes, including accidents and fatalities. Individuals are putting themselves in dangerous situations at cliff edges, mountain ledges, and near water. In fact, between 2008 and 2021, 379 individuals lost their lives while taking selfies.

‘Here to inspire, not educate’

I spoke with 19 Australian influencers aged between 23 and 41 who focus on travel and outdoor themes.

Although they have substantial followings (some with up to 80,000 followers), many dismissed the notion that they were responsible for explicitly warning others about potential dangers.

One influencer stated:

“We’re not an educational platform. If you need guidance on safety, you should follow a National Parks account. ”

Another mentioned that influencers are:

“merely there for entertainment. ”

These influencers consistently distanced themselves from the expectation to share safety advice. Many contended that it is the responsibility of their followers to “conduct their own investigation” or assume “personal accountability” when attempting challenging hikes, taking photos at cliff edges, or jumping into waterholes they saw online.

A few acknowledged that they would feel “remorseful” if someone got injured while trying to replicate their content, but they quickly alleviated that sense of obligation by stating that there’s no way to determine whether their post led to such behavior.

Reasons for minimizing dangers

Social media channels tend to favor eye-catching content. Visuals featuring individuals at the edge of cliffs, near waterfalls, unique rock structures, or precarious ledges tend to receive much more engagement than ordinary images.

One influencer expressed it clearly:

People prefer viewing daring feats rather than discussions about dangers. 

Others admitted they occasionally ventured into restricted areas or personally evaluated risks, ignoring warning signs unless they thought they pertained to cultural or environmental preservation.

Our nationwide survey revealed that social norms – the belief that “everyone engages in this” or will appreciate it – were significant indicators of hazardous behavior in nature. Individuals were significantly more inclined to climb onto ledges or leap into waterfalls if they felt that their actions would be endorsed by others. Their perceptions of how dangerous these activities were often seemed irrelevant.

Influencers also shape their appeal according to specific platforms: Instagram is seen as “ideal,” while TikTok has a more “authentic” feel, but neither platform promotes extensive, cautious discussions about risk. Detailed safety guidelines are often said to “spoil the mood” or detract from the allure that drives viewer engagement.

This creates a troubling dynamic: as content appears more perilous, it tends to perform better, leading influencers to potentially advocate for unsafe behaviors to their audience unknowingly.

Credibility of online posts

Australians regard the content from influencers as reliable sources of outdoor recommendations.

Viewers may perceive a site as secure simply because an influencer has visited and documented it. This perception is heightened by the influencers' apparent authenticity — a type of experiential trust that acts as a replacement for formal expertise.

Influencers in my research admitted that their posts can attract substantial numbers of unprepared individuals to delicate or risky locations. Some chose not to disclose exact sites for this reason. Others shared images, but left out specifics to prevent encouraging novices to try perilous locations.

However, many still shied away from clear safety communications because it didn’t align with their brand image — or because posts emphasizing challenges or dangers “don’t receive good engagement. ”

As I have suggested in previous discussions, our increasingly curated interaction with the natural world – from well-kept paths to expectations shaped by social media – has diminished the sense of individual accountability that once accompanied outdoor exploration.

Influencer content enhances this transformation by portraying nature as easy, visually appealing, and devoid of risks, even though the actual situation can be quite different.

Why this is significant

This situation presents difficulties for the management of national parks and land in Australia. My previous findings indicated that park rangers are encountering a rise in injuries, rescues, and environmental stress due to the increase in visitors influenced by social media.

During my experience with the Queensland National Parks and Wildlife Service, I observed how social media directs large crowds to popular photo-worthy locations.

Approximately one-third of visitors reported that Instagram impacted their choice to visit, with many stating they came primarily "for the photo" rather than to enjoy the walk or scenery. This tendency often adds strain on rangers and raises the chances of falls, injuries, and the need for rescues.

Influencers possess a vast reach among audiences, making it challenging for official agencies to engage effectively. Many are interested in partnering—but they prefer to share safety messages that align with their unique storytelling methods and personal brand.

As one influencer expressed:

If it’s concerning cultural sensitivity or harmful to the environment that’s where I set my limits. But when it comes to safety I’m willing to stretch the boundaries.

Rewarding risk-taking

Influencers do not have ill intentions. They function within a commercial framework and algorithm that favors eye-catching content over subtlety.

Grasping their perspective on their role aids in understanding the popularity of risky content—and why followers might underestimate the dangers behind an idyllic picture.

For organizations aiming to lessen injuries and alleviate environmental impact, collaborating with influencers through jointly developed communication strategies might be crucial. For many Australians, the outdoor experience now begins online.