Let’s be honest for a moment. In this era, who do people trust more: doctors and scientists with two lines of academic degrees after their names, or TikTok and Instagram influencers with millions of followers?
The answer is rather sobering: many trust the influencer. Welcome to the new world, where influencers have become 'modern-day prophets'.
A Massive Industry Called “Trust”
Influencer marketing is no longer a trivial trend. By 2027, its value is projected to hit US$480 billion. To put that into perspective, that’s about the combined GDP of several Southeast Asian countries.
Why is it so massive? Because 60% of consumers now trust influencer recommendations more than traditional ads. Nearly half of all purchasing decisions are made after seeing their posts.
As a result, brands are racing to partner with Social Media Influencers (SMIs), often signing long-term contracts. These influencers are no longer just endorsers, they’ve become central pillars of global marketing strategies.
False Closeness, Real Impact
The power of influencers lies in the illusion of intimacy. Experts call this a parasocial relationship, a one-sided connection where we feel close to them, even though they don’t even know we exist.
The effect? When an influencer says, “I’ve been trying this detox tea and I feel so light!”, thousands of followers feel tempted to buy it. The problem? Side effects can range from heart palpitations to liver damage.
From detox teas and dangerous cosmetics to diet pills, these harmful products sell out simply because the 'new prophets' post about them.
False Ideals, Real Mental Strain
Another major problem is the promotion of false beauty standards. AR filters, extreme gym bodies, and even surgical results are sold as a “natural lifestyle.” The impact is well-documented: studies show that teenage girls who frequently scroll through Instagram experience a significant decline in body appreciation.
And it’s not just girls, boys are affected too. Seeing endless “six-pack goals” posts can reduce men’s body satisfaction, leaving them as stressed as when they open a sky-high electricity bill.
It doesn’t stop there. Comparison culture fuels the feeling that life is a failure just because you can’t vacation in the Maldives like your favorite influencer.
And yes, the more people consume influencer content, the higher their levels of envy and feelings of inadequacy, and the greater their risk of depression.
The Rise of Paid Narratives
This ability to shape feelings doesn’t just stop at body image, it spills over into politics. In the Philippines, Marcos Jr. built his campaign strategy by avoiding traditional journalists and instead courting vloggers and influencers. The public was flooded with sugar-coated narratives while being fed a carefully manipulated version of reality.
In Indonesia, the cyber troop operation looks similar: influencers are summoned, given cash-filled envelopes or lucrative state-owned enterprise positions, and asked to post political content. The result? Public opinion can be steered without people even realizing they’re being steered.
This practice is known as online astroturfing, fake grassroots campaigns that look like the voice of the people but are actually paid messaging. And because influencers use their real names rather than anonymous accounts, these messages feel far more convincing.
A Fertile Ground for Misinformation
Even more alarming: influencers are increasingly being used as megaphones for misinformation, especially in health.
One study analyzed nearly 1,000 health-related posts on Instagram and TikTok. The findings were troubling:
- 87% mentioned only the benefits of a medical test, without any risks.
- Only 6% cited scientific evidence.
- 68% of influencers had a financial stake in what they were promoting.
Take the so-called egg-timer test, marketed as a way to predict women’s fertility. Many doctors warn that this test is misleading and causes women to waste money on unnecessary medical procedures.
The same is true for testosterone testing targeted at men. Influencers push fear-driven messaging like “If your testosterone is low, your masculinity is at risk". Then come expensive supplements, many of which have no clear evidence of being safe for the heart.
This is the trap: influencers sell anxiety, then offer the “cure”. If shamans of the past used spells and charms, today’s influencers use sweet captions and promo codes.
Algorithms in Collusion
The problem is that misinformation isn’t just wrong, it’s profitable! Studies show that false or misleading content spreads faster than verified facts. The platform’s algorithm is simple: whatever keeps users scrolling gets boosted.
So when influencers share half-truths, the platform profits too, thanks to higher engagement.
We end up with a vicious cycle: influencers earn money from sponsors, platforms earn money from ads, and the audience is left with… anxiety, debt, and mental health issues.
The “New Prophets” of the Digital Era
This phenomenon shows how influencers now function like modern-day prophets. They don’t just sell products, they sell worldviews, lifestyles, even political ideologies. The difference is that their authority doesn’t come from divine revelation, but from the number of likes, shares, and views they can accumulate.
And just like false prophets throughout history, their danger doesn’t lie in outright lies, but in mixing half-truths with a generous dose of illusion.
From Influencer 'Cults' to a More Critical Public
We now live in an era where “likes” seem more valuable than literacy. From detox tea ads to political campaigns, influencers are shaping a new reality. They’re not merely social media personalities; they are cultural brokers deciding what we eat, wear, believe in, and even who we vote for.
Do they know they’re deceiving people? Sometimes yes, sometimes no. But one thing is clear: in an ecosystem where lies are more profitable than truth, influencers have become 'prophets', not of salvation, but of their bank accounts.
Still, there is a glimmer of hope in this story. The public is slowly getting wiser. Younger generations are learning to tell the difference between organic content and hidden advertising. Pressure is mounting on platforms to take greater responsibility.
One striking example comes from Australia, where regulators have banned influencers from giving testimonials on therapeutic products and now impose fines for spreading misleading health information. While loopholes still exist, this move proves that regulation can be part of the solution to stem the flood of misinformation, a model worth considering for Southeast Asia.
In the end, these 'new prophets' only hold as much power as the public gives them. The more critical we become, the weaker their trap becomes. Because beyond all the algorithms, there is still one thing that remains invaluable: common sense.
