My unsolicited opinion? Not every influencer you come across online is an ‘expert’ in whatever ‘field’ they chose to focus on. Be it money matters, lifestyle and travel, health, parenting, education, finance, journalism or real estate among others. It is vital for followers and random social media users to consume what these influencers push with a packet of salt doused with a healthy dose of pepper.
See, in this age of likes, shares and going viral, some influencers will dish out opinions masked as ‘expert’ opinions without having any facts to back up what they are saying. Some go as far as rage baiting in order to get engagement and numbers on their online content regardless of the consequences of their actions. Case in point is a recently infamous female influencer who has been facing harsh online criticism for telling off people for recycling plastic, how people must conduct their romantic relationships and even turning guest interviews into hours of self-praise at the expense of the people she purports to interview for her online show. The backlash has constantly been swift whenever she premiers any content.
Equally, another vocal male influencer who moonlights as a comedian/journalist has also been facing criticism for shortchanging his guests on yet another online show by constantly interrupting and talking over them on a wide range of topics, but mostly centered around their lives. By the mere fact of owning camera equipment and space to set up a ‘studio’, this influencer, among many others, has been giving professional journalism a bad image- a slap in the face of millions of Kenyans who spent years in higher learning institutions to hone their skills only to have them appropriated by influencers.
Let me not even get into how influencers are now holding jobs that people actually strive to excel in academically and in gaining experience- simply because they have thousands of followers online. To hiring managers, it would appear experience and expertise no longer matter in their organizations as long as they can benefit from the followers such influencers have.
Several other prominent influencers were also bashed for pushing sale campaigns for companies that ended up allegedly scamming a section of Kenyans their hard earned cash- including those plots of land for sale. Were Kenya a first world nation, influencers who pushed such troublesome campaigns would also have been held liable for the financial loss of potential clients but we are in Kenya where the court system continues to crawl and companies simply change their names and social media handles to escape justice. Did these influencers do any due diligence before pushing these campaigns on their followers or was the money too good to really investigate what they wanted to associate their ‘brands’ with?
Social media platforms have given everyone with a smartphone and a decent ring light a global stage, but not every influencer who speaks with authority is actually qualified to do so. While democratized access to media tools has its advantages, it also comes with a serious caution: unchecked influence without accountability can lead to far-reaching consequences.
The root of the issue lies in the unregulated nature of social media platforms. Traditional media outlets often operate with layers of editorial oversight, fact-checking and accountability. Influencers, on the other hand, face no such scrutiny and when things go south, their accountability often stretches no further than a notes-app apology or a vague video lamenting how “this wasn’t their intention.”
The ripple effects of irresponsible influencing are staggering. Misinformation spreads faster than ever and when it’s backed by a familiar face, it’s far more likely to stick. Worse still, followers often model their behaviors and beliefs on influencers they idolize, sometimes to their own disadvantage.
But where do we draw the line between personal opinion and reckless influence? One solution lies in encouraging critical thinking among followers. Followers must learn to ask the right questions: What qualifies this person to give this advice? Are they citing credible sources? Is there a potential conflict of interest, such as undisclosed brand sponsorships? Educating the public to discern credible information from noise is a crucial first step in moderating the damage caused by unchecked influencers.
Equally important is holding influencers accountable for their words. If you have the platform to influence millions, you should also have the responsibility to ensure that your advice is rooted in truth and expertise. Brands, too, have a role to play in this ecosystem- by partnering with influencers whose content is ethical and well-informed; and they can help elevate the standard of online discourse.
The reality is, not everyone with a platform is learned, and not every opinion deserves a pedestal. While influencers have the power to inspire and educate, they must exercise this power responsibly and audiences must remain vigilant against the appeal of surface-level expertise. Because in a world where anyone can influence, it’s more important than ever to ask: does this person truly know what they’re talking about, or are they just speaking into a well-lit void?