The Proximity Effect: Why Peer Posts Feel More Personal

When someone in your social circle posts something that highlights their body, health habits, or appearance, it often feels closer to home than content from influencers or strangers. You may unconsciously compare yourself to them because they’re in a similar age group, community, or lifestyle—and that perceived closeness creates a stronger emotional response.

You might think:

• “She’s a mom too—how does she have time to look like that?”

• “We’re the same age, but I look nothing like him.”

• “If everyone I know is on a fitness kick, should I be doing something too?”

• “Why does her house always look so perfect?”

Even if there’s no intent to show off, our brains can still interpret these posts as cues about what’s “normal” or desirable. Over time, this can erode body confidence.