Why an influencer’s wombat video is a symptom of a larger social media problem

An American influencer is facing criticism after posting footage of herself on social media capturing a baby wombat, leading to the Minister for Immigration and Cultural affairs, Tony Burke, announcing on Thursday that the government is considering revoking her visa.

Amid the anger and concern for the wombat’s welfare came one question:

What led the influencer to make that choice? Did we set up a platform where she felt this was acceptable?

With more than 73% of Australians using at least one form of social media, the incident highlights a broader issue – how platforms such as TikTok and Instagram set expectations of how we can interact with wildlife.

Studies of tourism have found an increasing number of social media posts showing people violating wildlife tourism regulations. For example, researchers have noted a rise in videos showing people at tourist spots getting too close to the endangered mountain gorilla.

Prospective tourists planning their trips see this content and, influenced by its popularity, may assume they can have the same experience or replicate the interactions themselves.

In behavioural science, we call this a “social norm”; an expectation that if we see lots of people around us doing something, we should be doing the same.

Australia has its own example. One of the largest drawcards for tourists to Rottnest Island, WA, is the chance to take a “Quokka selfie”, posted by everyone from Rafael Nadal to Chris Hemsworth.

Too close for comfort

However, studies in animal biology show that getting too close to wildlife can have extremely detrimental effects on their health, including disrupting how they eat, sleep, and even breed.

For example, kangaroos and wallabies under stress have been known to eject their young from the pouch before fleeing, sometimes failing to reunite.

In addition, getting too close to wildlife can increase one’s own risk of disease, injury and even death. The news is flooded with reports of tourists getting out of their cars in safari parks, people climbing into zoo enclosures, and swimming in water holes with crocodiles, risking their lives in the chase of the perfect wildlife selfie.

In a world where a picture paints a thousand words, understanding what messages wildlife selfies send to social media followers is crucial.

Research by Monash University’s BehaviourWorks Australia Research Fellow Dr Meg Shaw shows that not only can images of humans and wildlife increase the idea that animals can be approached in the wild, but also has a vast range of other, often unintended, negative impacts.

“This research shows that more than a third of participants who saw photos of people and animals together believed they would make a good pet,” Dr Shaw said.

“This was regardless of the animal’s size, threat status, or the practicality of keeping that species as a pet – with the effects seen from the parrot, to the python, to the kangaroo.

“This effect can then fuel demand for the illegal exotic pet trade, which is a key threat for a range of our native parrot and reptile species.”

Dr Shaw’s research also shows that images of people and wildlife together decreases perceptions that the featured animal is endangered, a concern for wildlife charities that rely on donations to support their conservation efforts.

“People tend to be more likely to donate to the conservation of endangered species over those with more stable populations, because we understand endangered species are at a higher risk of extinction,” Dr Shaw said.

Often, the perception is that content showing people engaging with wildlife is going to garner social media engagement, including more likes, comments and followers. However, other research from Dr Shaw reveals that in reality, this is not the case.

“Pictures of humans and wildlife interacting, such as wildlife selfies, actually tend to receive no more likes or comments than images of wildlife by themselves. Instead, people should have the confidence to post images and videos of the wildlife they love without having to be in the frame themselves.”

In addition, Dr Shaw calls for social media platforms to have tighter regulations on the types of wildlife content they allow to be shared.

“Most platforms currently permit content featuring illegal exotic pets, unethical wildlife tourism promotions, and videos like the one shared by the influencer mentioned above. Given social media's power to normalise harmful wildlife interactions, platforms must take greater accountability for promoting and perpetuating these practices.”

Dr Shaw encourages others to reconsider the “wildlife selfie” – not out of guilt, but out of awareness and a commitment to protecting our unique and remarkable species.

“I used to work in zoos, and took these kinds of photos all the time,” she admits. “I understand the appeal. But now that I know the unintended consequences these images can have, I choose to respect wildlife by keeping my distance.”

She invites people to rethink their approach, emphasising that the best way to appreciate and share wildlife is from a respectful distance – allowing the animals to be the true influencers.