Beyond likes and followers: Responsibility of young influencers

"Once you press the send button on social media, you lose control over your content as it spreads beyond limit," said Ghazi Taimoor, a chartered accountant (CA) and instructor at LUMS (Lahore University of Management Sciences), during a panel discussion on Sunday.

Titled 'Beyond Likes and Followers: The Power and Impact of Young Influencers', the session was organised by the School of Tomorrow (SOT) at Karachi’s Beach Luxury Hotel, where prominent social media influencers gathered to explore how creators can leverage their platforms to drive meaningful change and promote impactful storytelling and purpose-driven influence.

What is social media influencing?

Social media influencing is the ability to shape others' thoughts and behaviours on social media. However, with this power comes a responsibility to balance authenticity with commercial interests, a challenge that influences their impact on the community.

Recognise your niche as a social media influencer

With the surge of influencers, defining one's niche is crucial; without clarity, influencers risk confusing their audience, diluting their message, and losing authenticity.

“Find your niche; you can’t sell something one day and become a motivational speaker the other day,” said Faiza Saleem, Pakistan’s first social media entertainer and standup comedian.

“I studied law, but due to my interest in performing arts, I pursued theatre from a young age and later decided to pursue my career as a stand-up comedian. That’s my niche today,” Saleem added.

Authenticity in influencer endorsements

“Whether it’s an idea or a product, you shouldn’t be endorsing something that you don’t use in your personal life,” Saleem also noted.

The authenticity of social media endorsements has long been debated. Whether promoting a housing project or products like beauty creams, it’s often difficult to discern whether influencers genuinely believe in what they’re promoting or if it’s merely another paid advertisement.

“People aren’t naive; they’ll resonate with genuine messages, but if you fake it, they'll catch on. Therefore, content creators should be true to themselves because transparency truly resonates,” Taimoor added.

Monetisation and social media influencing

Social media influencing has evolved into a profession. With marketing budgets pouring in, influencers can achieve substantial earnings, creating an illusion of effortless wealth. However, beneath the glamour lies a harsh reality, as competition is fierce.

“While you can monetise your social media presence, it’s essential to acknowledge the inherent instability. When marketing budgets shift, there could be a time when it all vanishes as quickly as it appeared,” stated Taimoor Salahuddin, also known as Mooro, a renowned YouTuber and filmmaker.

The pressure in social media influencing

The social media influencing industry can take a toll on mental health, with the constant pressure to perform. When content doesn’t meet desired expectations, disappointment follows. However, these setbacks should be seen as growth opportunities.

“There are instances when the expectations are high with what you’ve just created, but somehow, it didn’t go viral. However, one should still enjoy the content creation process. Be it feedback or criticism, it helps you grow and learn from mistakes,” Mooro added.

How to handle negativity

“By putting yourself up on social media, you open yourself to all kinds of criticism. From reacting immediately to taking some time to reflect on what went wrong, I have evolved over the years,” Taimoor stated.

“You have to have a thick skin if you are a social media personality, specifically a stand-up comedian,” Saleem remarked when asked how she handles criticism in a high-risk field.

Pakistani youths pursuing social media influencing as a career

A recent study by a leading Pakistani research firm reveals that social media influencing and YouTube content creation have emerged as the fastest-growing professions among Gen Z over the past few years.

The panellists stressed that those aspiring to build a career in this field must be clear about the impact they want to make on society with their content. To build a loyal audience, influencers should prioritise authenticity, passion, and consistency. By exploring new ideas and investing in ongoing learning, they can stay ahead of the curve.

Responsibility as influencers

Swedish environmental activist Greta Thunberg's impactful activism serves as a benchmark for influencers. The panellists noted that, whether in music, filmmaking, or other forms of entertainment, social media influencers should use their skillsets responsibly to influence audiences and bring positive societal change.