Why do We Still Believe Online Gurus?

What exactly are online gurus, and why do so many people hang onto their every word? These are the individuals who dominate our social media feeds with advice on everything from keto diets to making millions from home. But with all the skepticism and controversies surrounding them, why do we still tune in and, more importantly, believe what they say?

The Psychology Behind the Belief

Cognitive Biases

Our brains play a big part in this. We're wired to look for shortcuts in decision-making, which leads us to fall for cognitive biases. Take confirmation bias, for instance — we love hearing things that support what we already believe, and online gurus are masters at echoing our preconceived notions. Then there’s the halo effect, where a guru’s expertise in one area makes us trust them in others, and social proof, which compels us to like something more if others do.

Emotional Appeal

There’s also a strong emotional element. Online gurus often act as virtual friends — they seem to understand us and our struggles. By creating content that resonates on a personal level, they forge a pseudo-relationship with us. This emotional connection can make their advice feel more genuine and personal.

But let's get real here. They are also smart. And have the ability to hire or employee a team of content masters, who in turn wordsmith the living crab-sticks out of you, hitting your emotions perfectly.

The Search for Authority

Lets face it, it's comforting to have someone to tell us exactly what to do. Many of us gravitate towards online gurus because they appear confident and knowledgeable, providing clear answers in a sea of uncertainty.

They show you the proof of others who have joined their cult...apologies I mean community...and that reinforces the notion of Authority.

The Role of Social Media

Platform Power

Social media platforms are the megaphones for these gurus. Platforms like Instagram and YouTube help amplify their messages to millions. The more followers a guru has, the more influential they become — it's a self-fulfilling prophecy.

Not to mention it plays right into the monetization of these platforms. It is a fact that most clickbait type videos gets solely monetized due to the number of views and not actually the process taught on the video.

They win all the way. This is especially true in affiliate marketing which I cover in this article: Why affiliate marketing is a scam.

Engagement Algorithms

Ever notice how the more dramatic or controversial content tends to show up more in your feed? That’s thanks to algorithms that prioritize content that keeps us engaged. Online gurus know how to play this game by creating content that triggers strong reactions.

Visual Persuasion

Let’s not forget the power of a good image. Many gurus invest heavily in high-quality visuals to build a brand that looks professional and trustworthy. It’s easier to trust a slick, well-produced video than a low-quality one — appearance can make a big difference.

The Impact of the Pandemic

The pandemic changed our lives in countless ways, one of which was how much time we spent online. This led to even greater influence for digital personalities. Many turned to these gurus not just for tips on baking bread or homeschooling, but for a sense of control and normalcy in a time of chaos.

The Counter-Movement

As the number of followers grows, so does the skepticism. More and more people are starting to question the credibility of these online figures.

Criticism and Skepticism

A growing number of voices are pointing out the flaws and dangers in blindly following online advice, advocating for a more critical approach to consuming digital content.

The Rise of Debunkers

Some platforms and personalities dedicate themselves to debunking false claims made by gurus, providing a much-needed service to the online community.

One of the many that I do love following is ballerbusters. Check them out here

Conclusion

The allure of online gurus isn’t fading anytime soon. Their ability to tap into our biases, fulfill emotional needs, and present a polished image keeps us coming back. As we move forward, perhaps the key lies in balancing this influence with a healthy dose of skepticism and self-awareness, learning to question and verify before we trust. What the future holds for the relationship between online gurus and their followers will depend much on how we navigate this balance.