Are Influencers Guiding Us — or Selling to Us?

Farhana Rakshand

Nowadays, people seem to be influenced less by books and more by social media influencers. This naturally raises an important question: who exactly are these influencers, and why are they called by this name?

From a social media perspective, influencers are individuals who possess not only followers but also the power to affect the thinking, preferences, and decisions of their audience. Many people become deeply impressed by their opinions, lifestyle, or claimed expertise. As a result, followers often accept their suggestions without much questioning — whether it is buying a product, trying a trend, or adopting a certain mindset simply because it has been recommended.

Such influence does not remain limited to harmless imitation; it can also shape the way people think. When influence becomes excessive, it may weaken independent judgment and reduce the usefulness of one’s own reasoning. In extreme cases, blind fascination with trends can even lead to tragic outcomes. One disturbing instance reported in India involved young girls who became intensely absorbed in a foreign cultural trend and expected their family to support the lifestyle they admired. When their demands were refused, emotional pressure escalated and the situation ended in a fatal incident. Whether interpreted as social pressure, emotional vulnerability, or misplaced obsession, such events remind us how powerful influence can be over young and impressionable minds.

For parents, these situations act as a wake-up call. Allowing children unrestricted exposure to strong digital trends without guidance can create unhealthy fixation. Awareness, communication, and supervision are essential so that influence does not overpower judgment.

Returning to the broader discussion, influencers are ultimately individuals pursuing recognition and livelihood. Influencing has become a profession — a different type of work in which visibility, trends, and audience engagement are used strategically to generate income. Influencers want audiences to follow them because greater attention allows them to earn more within a short period of time. Yet many followers behave as if influencers are doing them a favour, rather than recognizing the commercial nature of the relationship. Through carefully curated content, they showcase trends, talents, opinions, and advertisements in ways designed to shape public interest and encourage imitation.

Influencers are also categorized according to the size of their audience. Nano influencers have relatively small followings, micro influencers engage mid-sized communities, macro influencers operate on a much larger scale, and celebrity influencers command massive visibility. In many ways, they represent a modern version of word-of-mouth communication — faster, louder, and far more commercialized.

Beyond audience size, influencer culture spans countless categories including beauty, fashion, sports, education, technology, and wellness. This diversity shows how influencing has evolved into a full-fledged profession. Behind many influencers stand production teams, marketing agencies, and brand partnerships that promote products and services through carefully crafted digital content.

Some influencers gain rapid popularity through distinctive presentation or unconventional style. Their success, however, depends heavily on maintaining constant public attention. While influencers certainly provide entertainment and accessible information, they are not the only sources of learning. Books, documentaries, personal experiences, and scholarly material offer depth and understanding that quick digital content often cannot replace.

Relying too heavily on influencer recommendations — especially when purchasing products or adopting beliefs — can lead to impulsive decisions. Careful evaluation remains necessary before accepting any suggestion at face value.

The point is not that influencers should be ignored altogether. Rather, balance is essential. Digital entertainment has its place, but intellectual growth requires personal effort — reading, reflection, and real-world experience. Traditional public figures usually gain recognition through sustained work in a field, whereas influencers may rise quickly through visibility alone. Both exist within modern culture, but neither should replace independent thinking.

Ultimately, conscious moderation is the key. By enjoying digital media while remaining connected to deeper sources of knowledge, individuals can develop awareness, sound judgment, and meaningful understanding in an age shaped by influence.

Language Educator (French & English) | Writer

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