We inhabit a universe of rumours, a continual buzz from the screens we cannot escape carrying about in our lives. In all this sea of information and belief, a new type of individuals has emerged with unanticipated power: online influencers and content makers. For the younger Generation Z and the generation to come, these individuals, who so often materialise randomly out of cyberspace, have become gurus of a sort, commanding the power to trend, shape tastes and most critically, directly influence buying behaviours.

The phenomenon itself was not in any way invented yesterday, but its scope and magnitude have grown to record heights. Social media are now the natural habitat for these new “opinion leaders,” whose sense of authenticity and ability to construct a community within cyberspace have created millions of loyal believers. Compared to the glamorous retro stars, influencers depict themselves as “normal,” are identifiable with their audiences, and can upload a piece of normal life, achievements and failures, enabling them to create an emotional attachment.

The influence over teen consumerism

This subjective proximity is the real driving force behind their influence, especially in shaping the buying decisions. A product reviewed with passion, an article of clothing hastily thrown on, or a holiday destination offered in a compelling “story” become the objects of desire for an audience who think these seemingly “peer” endorsers. The line between genuine endorsement and subtle sponsorship is lost, and young consumers are frequently poorly equipped with critical abilities to make out the marketing intent of certain sponsored content backed by influencers.

However, the power of influencers reaches far beyond consumer preference. They define beauty standards, peddle lifestyles, and present messages that resonate deeply with shaping young identity. While there are instances of influencers leveraging their visibility to bring awareness to important issues, promote good values and encourage critical thinking, there are no deficiencies of examples where unrealistic models, empty lifestyles or potentially unhealthy products are prescribed.

Ethics and Responsibility

It is necessary to pose the question of the responsibility of such players, especially towards a young and sometimes vulnerable audience. Do platforms have a role to play in guaranteeing the transparency of commercial deals involving influencers? Do content creators feel especially sensitive to the impact that their statements and actions exert? Is the industry’s self-regulation sufficient to protect consumers, especially children who are followers of influencers?

Faced with this new reality, the task of media education becomes crucial. Teenagers need to be given the tools to examine critically the social media universe, to distinguish real content and sponsorship by influencers, to analyse deliberately the messages that they are being sent, and not to be carried away by a wave of influence that often rests on commercial logic. The influencer’s age is here to stay, but we should not be mere observers. It is time to develop a critical awareness of this phenomenon, to promote greater transparency and accountability on the part of influencers and platforms, and above all, to educate future generations to be more aware and autonomous consumers and digital citizens. Only in this way will we be able to avoid a momentary ‘like’ that is worth more than a thoughtful consideration of the power of influencers.

Distinguishing between authentic and driven

This educational process must aim to develop the ability to clearly distinguish between authentic content, the result of a real experience or opinion, and cleverly disguised sponsorship, orchestrated to induce the purchase or adoption of certain lifestyles promoted by influencers. Children need to be encouraged to deliberately analyse the messages they receive daily, questioning the real motivations of an influencer to promote a product or service. It is crucial to stimulate their intellectual curiosity to go beyond the glossy surface of posts and stories, actively seeking out different sources of information and developing their own independent thinking.

This is not to demonise the figure of the influencer in toto, but rather to provide young people with the tools to approach this phenomenon with a critical and aware attitude. They need to understand how the economy of influence works, what psychological levers are used to capture their attention, and how their consumption decisions can be influenced, often subtly. Media education must, therefore, embrace a broad spectrum of skills, from analysing the visual and verbal language used by influencers to recognising persuasive techniques to understanding the ethical and legal implications of online advertising.