Who Are Internet Influencers Really Influencing?

By Dr. Jerry Mercado

Mental Health Advocate | CEO of Psych-Evolution

Let’s be honest—whether you’re scrolling through TikTok, Instagram, or YouTube, you’ve probably come across someone who feels oddly familiar. Maybe they’re reviewing skincare, sharing their morning routine, or talking about mental health. They’re not celebrities in the traditional sense, but they have reach. They have presence. They’re influencers.

But who are they actually influencing? And how deep does that influence go?

More Than Just Followers

Influencers don’t just shape what people buy—they shape how people think, feel, and even see themselves.

According to a systematic review published on ResearchGate, influencers impact consumer behavior by building trust, relatability, and emotional connection. That’s not just marketing—it’s psychology. When someone feels “seen” by an influencer, they’re more likely to adopt their habits, beliefs, and even their language.

And it’s not limited to teens. Adults, parents, professionals—many are quietly absorbing messages about beauty, success, relationships, and identity through these digital personalities.

The Psychology Behind It

There’s a concept called parasocial relationships, where viewers feel emotionally connected to someone they’ve never met. It’s been studied for decades, but social media has amplified it. Influencers often share intimate details of their lives, creating a sense of closeness that feels real.

A study from the University of Portsmouth, “dark side” of social media influencers (Ekinci, 2025), found that while influencers can inspire and educate, they can also contribute to unrealistic standards, misinformation, and emotional comparison. The same person who makes you feel empowered can also make you feel inadequate, depending on how you’re doing that day.

Who’s Most Affected?

• Teens and young adults: Still forming identity, often vulnerable to comparison and validation-seeking.

• Consumers with low self-esteem: More likely to adopt influencer-endorsed products or lifestyles.

• People in transition: Whether it’s a breakup, career change, or mental health struggle—those in flux often turn to influencers for guidance or distraction.

So What Do We Do With This?

We don’t need to cancel influencers. We need to understand the dynamic.

As a therapist and advocate, I encourage people to ask:

• Is this person helping me feel more connected to myself—or more disconnected?

• Am I following them because I admire their values—or because I’m chasing their image?

• Do I feel better or worse after engaging with their content?

Influence isn’t inherently bad. In fact, it can be healing. But it has to be conscious. Intentional. Grounded in self-awareness.

Influencers are shaping culture, one post at a time. They’re not just selling products, they’re selling perspectives. And while some of those perspectives can be empowering, others can quietly erode our sense of self.

So next time you scroll, pause. Reflect. Choose who you let influence you—not just based on their follower count, but on how they make you feel.

Because in the end, the most important influencer in your life… should be you.