by Dean Oelschig (@DeanOelsch) Selfies. They came, they stayed and they continue to annoy me.
Try Google “the psychology behind selfies” and the first two autocomplete options given by Google are “selfies” and “serial killers”. Understandably. They both relate to extreme narcissism and psychopathy. However, I’m not here to talk about serial killers but rather their annoying cousins, the selfie-takers.
The list of psychological disorders associated with selfies include not only narcissism and psychopathy but also body dysmorphic disorder. Body dysmorphic disorder? Who needs that? We get it: selfies are bad.
Brand versions
Now, think back to the last five billboards, television ads or print ads you saw and, tell me, how many of them were brand versions of the selfie? How many of them were companies using the camera on the screen-side of their camera phones, taking pictures of themselves and then posting them on a giant waste of media spend?
- That car ad, with the shiny photo of a new model thinking that that alone is enough reason for you drive it? Brand selfie.
- That bank, patting itself on the back for its new USP that is really just an SP? Brand selfie.
- That fuel retailer with a smiling petrol attendant in far-too-clean-and-neat clothing telling you that its (regulated) fuel is the cleanest in the country? Brand selfie.
- That fast-food restaurant displaying plates of unrecognisably tasty-looking meals with a free something or other, and an unbelievably friendly looking waitress? Brand selfie.
Basically, if you’re creating any kind of communication with a giant “look how great/shiny/neat/new/unique I am” piece of communication, you’re missing the entire point of whom you’re trying to sell to. And, by the way, your brand could also be suffering from a dysmorphic disorder of sorts.

Nobody wants to read your sh…
One of the most-important pieces of advice I have ever received about advertising is: “Nobody wants to read your shit.” So true. Nobody. Not even with this piece I am writing do I think — unless I can make it about helping you not be shit — that anybody will want to read it. In advertising, this can also be extended to “nobody wants to look at your (shitty) advert”. Nobody. Especially if it’s all about you.
Make your communication about consumers, put your brand at the centre of their universe and show them how they can benefit in insightful, emotionally engaging ways — and you’ll begin to experience the power of real, great advertising. Reflect upon who your consumers are in your communication and, at the very least, attempt to resonate by being in conversation with them as opposed to boasting about yourself.
You know those people who take up a lot of your space and time, not letting you get a word in edgewise? That’s the equivalent to a brand selfie and, as communicators; we can do better at being engaging and mutually beneficial to our consumers.
Don’t waste your budget
Now human beings displaying psychological disorders of narcissism, psychopathy or BDD don’t have the budgets to make me see their selfie. But brand managers do. And unless you want to waste your budget, seriously, stop with the brand selfies.
Dean Oelschig (@DeanOelsch) is the MD of Halo, a 100% South African indie agency that continues to create ideas for business growth through beautiful design and brave advertising. Dean is passionate about creativity, coffee, business strategy, social media and fly-fishing.
“Motive” is a by-invitation-only column on MarkLives.com. Contributors are picked by the editors but generally don’t form part of our regular columnist lineup, unless the topic is off-column.
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