There’s more to life than being an influencer

Fifty-seven percent of Gen Zers aspire to become influencers as their career of choice, according to a recent 2023 survey by Morning Consult.

It isn’t difficult to see why. The picturesque lifestyle of influencers fills Gen Z’s social media feeds: nice homes, flashy cars, traveling the world, and even invitations to popular events with celebrities. They watch influencers secure brand deals and promote their favorite products like popular activewear lines, skincare products, and sports drinks.

Gen Zers are already immersed in consuming social media content and are creating it daily because of TikTok, Instagram, and YouTube. The income earned from posting videos online appeals to them. Many teens and young adults already earn money through ad monetization on TikTok and YouTube once they get a certain number of followers or views on their content. Free products from brands draw them in. Influencers gain the trust of their audiences and market products and brands to them. Gen Zers are very likely to buy a product that an influencer promotes. Creating social media content and partnering with brands while earning five or six figures motivates teens and young adults to pursue influencing instead of other careers. Gen Z practically grew up online and now perceives social media influencing as a professional career.

Influencing as a career has grown in popularity since the mid-2010s when social media became a key marketing platform. Many influencers document and post most of their lives online. Influencing portrays a lavish lifestyle with one’s success rooted in self-promotion and the pursuit of earning five to six figures or more. Building their personal brand also impacts their success as an influencer. They must maintain a certain public image and good reputation to keep branding deals and allow their audience to trust them. Psychology Today describes how social media affects influencers’ self-esteem and mental health: “Those who are solely focused on social comparisons can experience detrimental effects, including decreased appearance satisfaction, low self-evaluations, higher negative mood, insecurity, and anxiety.”

The lure of money and fame in this career affects teens and young adults as they declare their area of study in college and pursue specific careers after graduation. Many see fame, brand partnerships, and making a name for themselves as more fulfilling than regular careers.

As a young Millennial, I understand the appeal of influencing to Gen Zers. I grew up on the internet and dabbled in creating YouTube videos during high school. The attractiveness of influencing (the income) and purchasing products that influencers promote frequently come up in conversations with the high school and college students I mentor. To my students, becoming an influencer means a career, but to me, creating content online is a hobby.

Influencing isn’t the end goal for those who follow the Lord. Our lives as Christians should reflect God and glorify Him (1 Corinthians 10:31). Our end goal is to follow God—know Him and His Word, become like Jesus through the Holy Spirit’s sanctifying work in us, and serve Him. Influencing will fade away. The internet won’t last forever. Serving God by pursuing the callings and kingdom work He’s called us to do matters.

There are many Gen Z influencers who model their Christian lives publicly on social media. While representing God through producing online Christian content is possible, we must be cautious of the influencer route. We must strive to honor Him in all we do and fight the temptation to influence by falling into the trap of pursuing fame and money.

Teens and young adults (especially Gen Z) need us to help them evaluate their future careers and give them wisdom in pursuing these paths. They need caring, godly adults who will help them discern where God is leading them in their lives. Let’s encourage teens and young adults to seek God first (Matthew 6:33), especially in their callings. Let’s encourage them to consider the natural talents, abilities, and gifts that the Lord has given them for His purposes. And remind them that they can work heartily for Him in all they do (Colossians 3:23).

Let’s help teens and young adults—whether they pursue higher education, become an entrepreneur, or attend trade school—recognize that there’s more to this life than becoming a social media influencer. Influence isn’t unimportant, but it can’t be ultimate.