The impact of social media influencers on youth behavior and culture in India.
Deepika M
March 15, 2025. 4 minute Read
Imagine scrolling through your phone and seeing your favorite influencer sharing fashion tips, fitness routines, or life advice. Social media influencers have become role models for young people, shaping their thoughts, choices, and lifestyles. But how much do they influence youth?
Influencers play a significant role in youth culture, from trends and beauty standards to mental health and spending habits. Some inspire positive changes, like promoting self-care and learning new skills. However, others create pressure to follow unrealistic lifestyles or buy things just because they are trendy.
Brands use influencers to sell products and ideas, making it essential for young people to think critically before trusting everything they see online. While social media can be a great source of motivation, it can also lead to comparison, anxiety, and unrealistic expectations.
So, how can youth balance the good and bad of influencer culture? How do influencers affect their mental health, spending habits, and values?
If you’re curious about how social media influencers shape young minds—whether as a parent, student, or social media user—this article will give you the necessary answers exclusively on The One Liner!
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In this article, we’ll uncover how influencers shape youth’s impact on today’s trend of living a positive life!
Influencer Marketing Is a Big Deal Today!
Social media influencers hold immense power over youth in today’s digital world. From shaping fashion trends to influencing political opinions, they impact how young people think, behave, and interact with society.
But what makes influencers so influential?
Why Are Influencers So Popular?
- Authenticity & Trust: Influencers are seen as more relatable and genuine than traditional celebrities. They connect by sharing personal stories, making them seem more accessible.
- Wider Reach: Social media platforms reward engagement, making influencer content more visible.
- Audience Engagement: Influencers build personal connections with their followers.
- Targeting Market Strategy: Brands use influencers to sell products and ideas effectively to the youth.
Why Are Influencers So Popular?
Influencers have become the go-to personalities for young people. They’re not just about selling products; but shaping attitudes and ideologies. With their relatability and constant presence online, influencers have gained the trust of millions of young followers.
For Example: A fitness influencer promotes a protein shake, making followers want to try it.
Research Data on Influencer Marketing!
- 91% of consumers trust influencers more than traditional ads.
- 70% of teenagers follow at least one influencer.
- Brands are investing billions in influencer marketing to target young audiences.
The Dark Side of Influencer Culture
Influencers themselves are often under intense pressure, battling mental health struggles due to the demands of maintaining a perfect online image. Recent cases of influencers battling depression, anxiety, or even suicidal thoughts highlight the dark side of online fame. This creates an environment where young followers may compare themselves to these influencers and feel insecure about their lives.
For Example: Some influencers face burnout, anxiety, or even depression from trying to maintain a perfect image.
Impact on Youth is humongous! Young followers compare themselves and feel insecure about their lives.
Related article: Social Media Alchemy: 12 Creative Ways for Millennials to Make Money in the Digital Age
How do these social media mechanisms work?
How Does Social Media Influence Work?
- Algorithms push influencer content to keep users engaged.
- The more followers interact, the more influencers gain visibility.
- Trending challenges, beauty standards, and viral content spread fast.
How Social Media Influencers Impact Youth Behavior?
Social media influencers shape how young people think, behave, and make decisions. From promoting brands to influencing lifestyle choices, their impact is undeniable. But how exactly does this mechanism work?
Let’s break it down.
1. Youth Influencers
Young creators shape trends for their generation.
Many influencers are young themselves, making them more relatable to their audience.
For Example: Prajakta Koli, known online as MostlySane, began her journey as a YouTuber and quickly became one of India’s most beloved digital creators. Her relatable comedy sketches and vlogs have garnered millions of followers.
2. Social Media Influence
What Drives Engagement?
Influencers shape trends on Instagram, YouTube, and Twitter through viral challenges, filters, and fashion styles. As social media platforms promote highly engaging content, more likes and shares increase their reach.
For Example: Bhuvan Bam, creator of the YouTube channel BB Ki Vines, produces comedic content that has amassed a massive following. His influence extends beyond entertainment. He engages in philanthropic activities and raises awareness of social issues, impacting his young audience’s perspectives.
3. Influencer Impact
Shaping Opinions & Trends
Influencers can change fashion trends, diet, lifestyle, and political opinions.
For Example: Virat Kohli, the former Indian cricket captain, has over 270 million followers on social media. His endorsements and lifestyle choices, from fitness routines to fashion brands, substantially impact his followers’ preferences.
4. Youth Culture
Trends & Lifestyle Changes
Influencers contribute to the evolution of youth culture by introducing new trends, lifestyles, and societal norms.
For Example: Jaya Kishori uses social media platforms to share spiritual advice and teachings, blending traditional spirituality with contemporary trends, thus influencing youth culture.
5. Influencer Marketing
Selling Through Trust
Brands collaborate with influencers to promote products authentically, leveraging their trust and reach.
For Example: Malini Agarwal has received various accolades and recognition over the years, ranking #1 on Impact’s 50 Most Influential Women in Media, Marketing, and Advertising in 2017, and has been recognized as one of the top business leaders to watch on Fortune India’s 40 Under 40 List.
6. Youth Behavior
The Shift in Communication & Thinking
The content consumed influences behaviors, aspirations, and lifestyle choices.
For Example: Ajey Nagar began posting videos on YouTube at the age of 10, initially focusing on football tutorials and later gaming content. He gained immense popularity through his humorous roasting videos and amassed over 43 million subscribers.
7. Social Media Trends
The Fast-Paced Viral Culture
Influencers create and spread trends that rapidly gain attention among the youth.
For Example: Kusha Kapila, a digital creator, introduced humorous characters that satirize societal norms. Her content sparked trends in comedic storytelling, leading to the widespread adoption of similar formats by other creators and audiences.
8. Youth Engagement
How They Interact With Content
Youth spend hours daily watching influencer videos, reading posts, and engaging in discussions.
For Example: CarryMinati (Ajey Nagar), a popular YouTuber known for his roast videos and live streams, engages millions of young viewers through interactive content, prompting discussions and debates within the community.
Youth spend hours daily watching influencer videos, reading posts, and engaging in discussions.
For Example: CarryMinati (Ajey Nagar), a popular YouTuber known for his roast videos and live streams, engages millions of young viewers through interactive content, prompting discussions and debates within the community.
How do Social Media Influencers Influence the Youth?
The Scope of Influence!
1. Mental Health
- Youth self-esteem: Constant exposure to influencers can boost or lower young people’s confidence.
Positives | Negatives |
Some influencers help you feel confident about yourself, and embrace self-acceptance, and motivation through positive messaging. | However, some influencer portray unrealistic which can lead to insecurity and self-doubt. |
- Mental health impact: Social media influence can lead to anxiety, stress, or even depression among youth.
Positives | Negatives |
Some influencers spread mental health awareness, encouraging open discussions. | However, Overexposure to idealized lifestyles can increase stress and depression. |
- Body image: Edited and unrealistic pictures online can make young people feel insecure about their looks.
Positives | Negatives |
Promotes fitness, self-care, and body positivity movements. | Filters and edited images create unrealistic beauty standards. |
- Social comparison: Many youth compare their lives to influencers, leading to feelings of inadequacy.
Positives | Negatives |
Encourages goal-setting and self-improvement. | Leads to envy, dissatisfaction, and pressure to conform. |
- Youth anxiety: The pressure to be perfect online can increase stress and anxiety levels in young minds.
Positives | Negatives |
Some influencers promote mindfulness and coping techniques. | However, some create unwanted Pressure to gain likes and followers can increase anxiety. |
- Online pressure: Young people often feel pressured to follow trends and gain social media approval.
Positives | Negatives |
Builds resili ence and adaptability in digital spaces. | Fear of missing out (FOMO) and cyberbullying can impact mental well-being. |
2. Consumerism:
- Youth consumerism: Influencers encourage young people to buy products they may not need.
Positives | Negatives |
Educates about product choices and promotes conscious buying. | Encourages materialism and impulse spending. |
- Brand endorsement: Many influencers promote brands, making their followers believe in their quality.
Positives | Negatives |
Helps youth discover useful products and services. | Not all endorsements are genuine; influencers may promote products they don’t use. |
- Product placement: Companies pay influencers to include their products in videos or photos subtly.
Positives | Negatives |
Introduces new trends and innovations. | Manipulates buying behavior through subtle advertising. |
- Youth advertising: Young audiences are targeted with ads that use influencers to build trust.
Positives | Negatives |
Creates awareness about brands offering value-based products. | Excessive advertising can lead to overspending and unrealistic expectations. |
- Spending habits: Teens often spend money on trendy products because their favorite influencer recommends them.
Positives | Negatives |
Can teach financial literacy through budgeting tips. | Promotes unnecessary purchases and lavish lifestyles. |
3. Social & Cultural:
- Youth values: Social media can shape a person’s beliefs, values, and lifestyle choices.
Positives | Negatives |
Encourages kindness, inclusivity, and positive change. | Some influencers spread toxic trends and negative behavior. |
- Social norms: Influencers can create new trends that change how young people behave.
Positives | Negatives |
Shapes progressive thinking and social awareness. | Reinforces harmful stereotypes and unrealistic ideals. |
- Online communities: Social media helps youth connect with like-minded people worldwide.
Positives | Negatives |
Helps youth find supportive groups and like-minded individuals. | Some online groups promote negative behavior, cyberbullying, or radicalization. |
- Youth activism: Many young people get inspired by influencers to support social and environmental causes.
Positives | Negatives |
Empowers young people to take action on social issues. | Can lead to misinformation and performative activism. |
- Digital citizenship: How youth behave online impacts their reputation and future opportunities.
Positives | Negatives |
Teaches responsible and ethical online behavior. | Some influencers engage in harmful content without accountability. |
Related article: Navigating the Social Media Maze: 6 Tips for a Fulfilling Digital Odyssey
4. Education & Awareness:
- Media literacy: Understanding how social media works helps young people think critically about what they see.
Positives | Negatives |
Helps youth analyze content critically. | Not all youth can distinguish between real and fake content. |
- Influencer responsibility: Influencers should be aware of their content’s impact on young minds.
Positives | Negatives |
Ethical influencers educate their audience on important issues. | Some influencers promote unhealthy trends without accountability. |
- Parental guidance: Parents should guide children in using social media wisely.
Positives | Negatives |
Encourages open discussions between parents and children. | Parents may struggle to monitor excessive social media influence. |
- Critical thinking: Youth should question and analyze online content instead of unquestioningly believing it.
Positives | Negatives |
Encourages analysis of trends and social media messages. | Mindless scrolling reduces critical thinking skills. |
- Misinformation: False information spreads fast online, and young people must learn to fact-check.
Positives | Negatives |
Some influencers debunk myths and educate followers. | Fake news and misleading content spread rapidly have often misogynist, misogamist content. |
Final Thoughts
Social media influencers play a powerful role in shaping youth behavior, mindset, and choices. They can inspire, educate, and empower, but they can also create unrealistic expectations, pressure, and misinformation. The key is balance—young people should enjoy social media while thinking critically, making informed decisions, and focusing on real-life growth over digital validation.
Be inspired, but stay true to you!
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