The Influencer Illusion: Is Social Media Just a Pyramid Scheme with Better Lighting?

Welcome to the Influence Industrial Complex

We were promised ring lights, freedom, and #spon deals. But what if today’s influencer economy isn’t about content at all?

What if it's about recruitment, not creativity?

Behind the aesthetic feeds and viral reels lies a loop: creators making content about becoming creators, selling courses on selling courses, monetising the dream of monetising.

Let’s unpack why the influencer world is starting to look suspiciously like a pastel-wrapped pyramid scheme.

The Dream Got Repackaged (And You’re the Product)

You used to use socials to post your favourite pics, grow a niche following or maybe land a few brand deals. But what now?

The top-performing content isn’t about products. It’s about growth hacks, “how I made 6 figures from posting online” guides, and masterclasses on becoming… an influencer.

Welcome to the influencer-to-influencer pipeline where success is sold in templates, and the product is influence itself.

Signs You’re in the Loop

• Micro-influencers pitching to nano-influencers

• Endless “how to grow on Instagram” tips recycled for likes

• Accounts built solely to teach others how to build accounts

It’s content about content - and your feed is the funnel.

Influence or MLM with Better Branding?

Let’s be blunt. This model thrives because it mirrors multi-level marketing:

• You buy the blueprint

• You follow the formula

• You teach the formula

• You sell the dream to others… who sell it again

Swap out the beauty kits for engagement hacks, and you’ve got modern digital hustle culture, repackaged.

Why It Works (and Keeps Working)

Because the influencer dream dangles the big three:

Financial freedom

Creative control

“Be your own boss” energy

And with algorithmic boosts for “how to grow fast” content, the system rewards creators who recruit new creators. The platforms are the ones making the most money… from YOU.

When the Algorithm Becomes the Architect

Social algorithms:

• Prioritise viral “growth” content

• Elevate creators selling shortcuts

• Reward hype over depth

Creators play the game because that’s what gets them reach, followers, and passive income from selling eBooks and courses.

In the end, visibility = sales = influence - not the other way round.

What It Means for Creators (And Why You Should Care)

Creators, ask yourself:

• Are you building real community or just collecting clout?

• Are you offering value or selling vibes?

• Are you crafting content… or just building a funnel?

Agencies and strategists. Your job? Help brands build authenticity, not echo chambers. Engagement should lead to trust, not just conversions alone.

Final Take: Influence Might Be a Trap

Not every creator offering tips is running a scam. But when everyone’s pushing the same 3-step course to “Instagram success,” you’ve got to wonder:

Are they sharing success - or selling the idea of it?

Influence isn’t bad. Blind duplication is. Think before you sign up for the next "grow fast" formula. You might be joining a scheme in soft focus and sepia tones.

• Today’s influencer economy is about selling influence, not just products

• Algorithms fuel a system where recruitment = success

• Creators are both the sellers and the sold

• Authenticity beats hacks. Every time.

Want to Cut Through the Noise?

Stop selling dreams. Start delivering value.

Be the creator who builds instead of recruits.