On February 18, 2014, a PBS documentary called “Generation Like” shared the story of a young skateboarder who made me pause and reflect. He wanted to film his tricks and share them online. He was talented, and people took notice of him. Soon, major brands began sending him free gear—hats, shirts, shoes, skateboards. He became a walking billboard, and he embraced it wholeheartedly. Why? Because he was doing what he likes and getting free things. The brands gave him things, and his growing online fame fed his sense of purpose and belonging.

These companies weren’t just being generous—they recognized a profound opportunity. By giving a popular young person free products, they gained intimate access to his specific community: other young souls who lived and breathed skateboarding.

In an interview, the teen shared how much he treasured the free items and the YouTube payments that were coming in. The money helped support his family. His intentions were good. Very pure and beautiful. He was doing what he loved while making a living from it.

But then, something shifted. He wanted to earn more and wasn’t doing it purely for the love of skateboarding anymore. He started to focus more on making content that would generate views and likes, rather than just having fun and expressing himself through skating.

This is when the actual consequences of the influencer culture began to surface. The constant pressure to produce popular content and maintain a particular image took away from the joy and authenticity of the activity itself. The teenager felt like he had to constantly push boundaries and take risks to keep his viewers entertained. He no longer felt in control of his own skating journey, but rather at the mercy of his online audience.

As he reflected on this experience, the teen realized that the influencer culture had turned something he loved into a commodity. Skating was no longer just a hobby or passion, but something that needed to be constantly monetized and marketed for others’ consumption. This realization made him question the true purpose and value of being a social media influencer.

Influencers are often seen as role models or trendsetters, with their every move being scrutinized by thousands of followers. But what kind of message does it send when the focus is solely on gaining views and likes? Is it worth sacrificing authenticity and personal fulfillment?

On social media, cash isn’t always king. The most valuable currency has become something more intangible—”social currency.” It’s the economy of likes, follows, shares, and comments. It’s that warm rush of being noticed, of receiving a shout-out from someone you admire, or having a brand repost your photo. This is the invisible engine driving our digital lives.

Large social media brands have built empires by inspiring us to create and share content for them, and most of us do it joyfully for free. We’re happy to post about our favorite coffee shop, our new sneakers, or that breathtaking vacation spot—not for money, but for the social validation it brings. We become willing brand ambassadors. When payment is involved, it’s often a fraction of the value our “free” advertising actually generates.

This isn’t necessarily troubling. Sharing is, after all, the heart of social connection. We naturally want to share our lives, our discoveries, and the things that move us. The platforms provide the stage. But it’s a stage with its own unspoken rules, and those rules are crafted to benefit the platform and its advertisers first.

When a Grassroots Effort Becomes a Controlled Brush Fire

Many influencer marketing campaigns are designed to appear spontaneous and organic. A new product seems to bloom everywhere overnight, with dozens of creators posting about it simultaneously. In reality, this is often a “controlled brush fire”—a carefully orchestrated marketing symphony.

Brands identify creators who hold genuine influence over specific communities. They tap into the trust these creators have carefully cultivated with their audiences. It’s influence through authentic connection. If you trust your favorite lifestyle creator, you’re naturally more inclined to trust their recommendations.

This model has transformed everyday people into influential marketers. These influential marketers have powers that traditional marketing tactics could never achieve. They can authentically connect with their audiences and create genuine excitement and desire for their products or services. It also places creators in a delicate position. They must navigate maintaining their audience’s trust while meeting the financial reality of accepting brand partnerships. They face the question: Does this collaboration align with who I am, or does it feel like a compromise of my values? And audiences are left wondering: Does this person genuinely love this product, or are they being compensated to say they do?

The Dark Side of Empowerment

The idea that anyone can build a meaningful platform and business from their own space represents the ultimate form of creative empowerment. It has opened doors for talented individuals who traditional gatekeepers might have overlooked. We’ve witnessed incredible stories of people who transformed their passion into purpose, built genuine communities, and created positive ripples in the world.

However, there’s a dark side to this empowerment that deserves our attention. The pressure to remain relevant can be overwhelming. The algorithm rewards consistency and engagement, which can lead to creative burnout and personal exhaustion. To chase views and validation, some creators venture into territory that compromises their values—such as extreme pranks, dangerous “challenges,” or manufactured drama. The pursuit of social currency can eclipse the original joy that sparked their creative journey.

Barbara Jankavski, a Brazilian influencer famously known as the “Human Barbie,” embodied both the extremes of digital fame and society’s obsession with appearance. Over the course of her short life, she underwent 27 plastic surgeries, driven by her desire to achieve an idealized version of beauty heavily influenced by societal standards and the pressures of social media. Her transformation captivated millions online, fueling her rise to prominence but also subjecting her to intense judgment and scrutiny. Tragically, on November 2, 2025, Barbara passed away at the age of 31. According to a police report obtained by CNN Brazil, her death brought into focus the physical and emotional toll of chasing perfection in an era dominated by curated self-images. Barbara’s story stands as a stark reminder of the consequences of unattainable ideals and the hidden struggles of influencers behind the screen.

There’s also another dark side when influencers use their voice to harm others, whether it’s through spreading misinformation or perpetuating harmful stereotypes. In the pursuit of clicks and likes, some may overlook the impact of their words and actions on their audience and the broader community.

As a society, we have become more reliant on social media for information and entertainment. With this reliance comes a responsibility to critically evaluate the content we consume and support. We must also hold creators accountable for their actions and recognize that they are not infallible role models.

With the pursuit of clicks and likes, some may overlook the impact of their words and actions on their audience and the broader community. It is easy to get caught up in the allure of internet fame and forget the power and reach of our digital footprint.

But with great power comes great responsibility. We must recognize that every post, tweet, and video we share has the potential to shape opinions and influence others. And while freedom of speech is a fundamental right, it also comes with the responsibility to use it wisely and considerately.

Social media has blurred the lines between public and private personas, making it challenging for creators to distinguish between their personal beliefs and their online presence. With the popularity of AI-generated content, it is becoming increasingly crucial to take a step back and reflect on the impact of our online presence.

As we continue to navigate the ever-changing landscape of social media, we must ask ourselves: what kind of legacy do we want to leave behind? Do we want to be known for spreading hate and division or for promoting positivity and inclusivity? The power lies in our hands, and it is up to us to use social media as a force for good.

Moreover, as we consume content created by others, we should also approach it with a critical mind. We should question the intentions behind the information presented to us and verify its accuracy before sharing it further. Blindly following or sharing content can lead to the spread of false information and can do more harm than good.

But most importantly, as we navigate the vast landscape of social media, we should never forget our own humanity. Behind every profile picture is a real person with their own thoughts, feelings, and experiences. It’s easy to get caught up in the likes, comments, and shares, but ultimately, what truly matters is how we treat others online.

As technology continues to evolve and social media becomes an increasingly integral part of our lives, it’s crucial that we continually reflect on our actions and use these platforms responsibly. Let us strive to be mindful users who promote empathy, understanding, and kindness. Our words

However, as influencers in society, they have a responsibility to use their platform for good and promote positive messages.

The very platforms that amplify our voices also profit from our attention, our personal data, and our deep human need for connection. We are not just users participating in a service; we have become the product being sold. Our likes, shares, and viewing habits become data points that help companies market to us more effectively by capturing our attention and drawing it away from the real world and into a digital one.

This begs the question: Are we truly in control of our own thoughts and beliefs? Or are we being influenced and manipulated by algorithms that tailor information to fit our preconceived notions and preferences?

In today’s society, it is more important than ever for influencers to be mindful of their impact on others. They hold immense power in shaping public opinion and influencing behaviors. With great power comes great responsibility, as the saying goes.

Influencers must use their platform for good, promoting messages of inclusivity, diversity, empathy, and kindness. By doing so, they can contribute to creating a positive and compassionate society where everyone feels seen.

From Hobby to Global Stage: The YouTube Story

Consider YouTube’s journey. The domain name was registered by its founders, three former PayPal employees, Chad Hurley, Jawed Karim, and Steve Chen. This happened in San Mateo, CA, on Valentine’s Day in 2005. Their vision was straightforward: to create a platform where anyone could upload and share videos. By October 2006, Google recognized its potential and acquired it for a staggering $1.65 billion in stock. Who could have imagined it would become the global force it is today?

YouTube has evolved into a destination for everything. You can learn how to fix a leaky faucet, immerse yourself in your favorite music videos, or discover a recipe for tonight’s dinner. On the other hand, it has become a platform for anyone to be seen and heard. It functions as a global talent agency, production studio, and publishing house all woven into one platform. You don’t need a record deal or studio contract to find your people; all you need is a camera and an authentic idea.

The platform pays creators once they reach specific milestones in terms of views and subscribers. This system creates a compelling incentive. Suddenly, making videos transforms from a personal joy into a potential livelihood. But this is where the waters become murky. Are you creating what genuinely moves you, or are you making what the algorithm craves?

Key Reflections for Navigating This New World

So, where does this leave us? This system isn’t disappearing, but we can become more conscious participants in it.

• For Parents: Consider having honest conversations with your children about the difference between authentic content and sponsored posts. Explore the concept of social currency together and the invisible pressure to be “liked.” Encourage them to follow creators who inspire growth and learning, not just those who entertain through shock value.
• For Creators: Honor your original calling. It’s perfectly okay to earn from your gifts, but don’t let the pursuit of views push you to create content that doesn’t reflect who you are. Your authenticity is your most precious asset—don’t trade it for fleeting engagement.
• For Local Businesses: You play a meaningful role in this ecosystem as well. Consider partnering with local creators who genuinely love your community and what you offer. A small, heartfelt campaign often carries more power than a large, impersonal one. Focus on building genuine relationships, not just chasing numbers.

The reality that the consumer has become the marketer represents one of the most profound shifts in modern commerce. It has democratized influence and given platforms to millions of voices. However, it has also created a complex web where our attention has become the ultimate commodity, and the boundaries between passion and profit are growing increasingly blurred. We all have a part to play—as creators, as consumers, and as businesses. The key is to participate with awareness and intention.

I’d love to hear your thoughts:

1. As a consumer, have you ever felt like an unpaid marketer for a brand you genuinely love? How did that sit with you?
2. If you’re a creator, how do you strike a balance between staying true to your authentic voice and facing the pressure to grow and monetize?
3. In your view, when does accepting a brand partnership cross from a wise decision into compromising your values? How do you navigate that line?
4. As a business owner, how do you ensure that your marketing and partnerships adhere to ethical and sustainable practices? What challenges have you faced in doing so?
5. Reflecting on the power of social media influence, what responsibilities do creators and businesses hold in shaping societal values and norms?
6. Have you ever been influenced by a brand or creator’s deceptive tactics, such as using paid influencers to promote their products without disclosure? How did it make you feel, and has it affected your trust in that brand/creator?
7. How can we promote transparency and accountability in influencer marketing to safeguard both consumers and the industry’s integrity?
8. In today’s world, where social media is a dominant force, how can we teach critical thinking and discernment skills to navigate through the overwhelming amount of information and influence?
9. How has the rise of influencer culture affected our perception of beauty, success, and happiness? Are these ideals attainable or fabricated for profit?
10. As technology continues to advance and virtual influencers become more prevalent, what implications does this have on authenticity and genuine human connection? Should we be concerned about blurring the lines between reality, capturing our attention, and drawing us into fantasy in our digital age?