A tribe of manipulators called “social influencers”

Raju Korti
A decade ago, the term “social influencer” did not exist. Today, it has become a powerful and dangerous phenomenon, shaping political, social, and cultural mindsets with alarming ease. A deceptive label in short. The rise of social media has created an army of self-proclaimed thought leaders, many of whom are half-baked, ill-informed, and thriving on the ignorance of an audience incapable of independent thought.

The very idea of an “influencer” is flawed at its core. Influence is not about debate or discourse -- it is now all about swaying, manipulating, and controlling. It is an indictment of both individual and collective thinking that we, as a society, have come to accept these digital demagogues as voices of authority. The real tragedy is not that influencers exist, but that they wield so much power over naïve, impressionable minds.

Look around. In a world where information is abundant, critical thinking should have flourished. Instead, we have surrendered our agency to social media figures who peddle half-truths, conspiracy theories, and paid narratives. Many of these so-called digital creators are nothing more than glorified salespeople, their authenticity carefully curated for engagement metrics. Their expertise is often suspect, their understanding shallow, and their motives driven by profit rather than knowledge.

What makes influencers dangerous is not just their reach but their unchecked power to shape public opinion. Whether it’s politics, fashion, fitness, or even morality, they dictate trends, opinions, and decisions with a frightening lack of accountability. The gullibility of their followers fuels this ecosystem, turning the digital space into a breeding ground for misinformation and herd mentality.

The recent Ranveer Allahbadia incident is just another reminder of how easily people can be swayed by those who understand the mechanics of influence but lack the depth of even basic sense, forget wisdom. There are many of this ilk who use platforms like the YouTube and other social media outlets for their self-serving causes. The influencer industry, once seen as a democratization of voices, has instead become a megaphone for manipulation. It is time to step back and question: Why do we need influencers at all? Why have we stopped thinking for ourselves? The power to decide what we believe, consume, and support should rest with us -- not with a stranger on the internet selling an illusion of credibility.