Influencer marketing is a regular part and parcel of the overall marketing of not just major multinational brands but also of small businesses and non-profits. A 2019 survey by The Influencer Marketing Hub (partnered with Viral Nation and NeoReach) found out that on average businesses make USD 5.20 for every dollar they spend on influencer marketing. The breakup of what influencers get in return for endorsements is also mentioned in this survey: 32.4% of brands actually pay influencers, while 36% pay through product samples; 21% give only discounts on products or services; and 10.5% pay through entries for giveaways.
This entire scenario sounds extremely like a win-win for both parties. So, is there a downside to this anywhere? Should we even look for one?
Considering this trend of becoming and following influencers, it is imperative to assess this trend in the light of the Quranic verses and Ahadeeth. Only then will we realize that the entire concept of influencers, following influencers, cultivating a culture of influencer marketing, and the entire influencer lifestyle – no matter how glamourous it sounds – is in direct contraction to the directives that we find in the Quran and the Sunnah. Let us take a look at some of them.
For the Influencers
“And I did not create the jinn and humankind except to worship Me.” (Adh-Dhariyat 51:56)
This is the purpose of creation: everything we do has to be an act of worship to Allah (swt), even something as routine as eating a meal. However, barring some commendable exceptions, the influencer culture is designed to lead people towards consumerism – to purchase more and more products and services to lead a fulfilling lifestyle portrayed by the influencers on social media.
“Have you seen the one who takes as his god his own desire? Then would you be responsible for him?” (Al-Furqan 25:43)
Most of the content that comes from influencers is far removed from Allah’s (swt) commands, whether to promote their lifestyle or the brands they are endorsing, whether it is clothing that does not cover the Awrah, or products that contain harmful/doubtful ingredients. Before posting anything on social media, ask yourself: will this please Allah (swt) or am I doing this only for my own self?
“Your wealth and your children are but a trial, and Allah has with Him a great reward.” (At-Taghabun 64:16)
Influencer marketing is completely driven by the wealth/resources that brands can give influencers – there are very little ethics involved. This in itself makes the wealth that this generates – for both influencers and brands – a source of trial.
“Allah does not impose blame upon you for what is unintentional in your oaths, but He imposes blame upon you for what your hearts have earned…” (Al-Baqarah 2:225)
Influencers are directly responsible for the claims they make about any product or service. Unfortunately, this is the responsibility very few take. The choice of which product or service to endorse usually depends on what will be received in return.
Hadeeth: “Two wolves free among sheep are no more destructive to them than a person’s desire for wealth and honour is to their religion.” (Tirmidhi)
Ask any influencer what they their main objective is and the main reason, if not money, will be fame and prominence – the desire to be heard and followed by millions. The above Hadeeth clearly mentions that this desire for money and fame is destructive to religious commitment. (There are always exceptions though and they are not referred to here.)
Hadeeth: “Avoid suspicion for suspicion is the most lying form of talk. Do not be inquisitive about one another, or spy on one another.” (Abu Dawood)
What happens when an influencer’s followers stop increasing or become stagnant? Most indulge in what is commonly known as “attention-seeking behaviour” whether it is in the form of mocking someone, raising doubts about something controversial without any knowledge, or plain lying. At the heart of any influencers’ “influence” is the figure of the number of followers. It must increase by hook or by crook. The Quran clearly tells us that the number of followers might actually be of no use in the Hereafter: “…your large numbers and arrogance are of no use today.” (Al-Araf 7:48)
For the Followers
“And keep yourself patient [by being] with those who call upon their Lord in the morning and the evening, seeking His face [i.e., acceptance]. And let not your eyes pass beyond them, desiring adornments of the worldly life, and do not obey one whose heart We have made heedless of Our remembrance and who follows his desire and whose affair is ever [in] neglect.” (Al-Kahf 18:28)
This verse clearly defines the criteria for the company that we need to keep. Those whom we follow on social media are also our ‘company’ – is our basis of following them the fact that they help us to remember Allah (swt) or is our criteria completely different? This is food for thought, especially if our Instagram feeds are filled with people posing with products we cannot afford, holidays we can never take, or services that are well beyond our budget – while we sigh, moan over our limited income, and work harder for a lifestyle that we cannot attain on a Halal income.
“You will not find a people who believe in Allah and the Last Day having affection for those who oppose Allah and His Messenger, even if they were their fathers or their sons or their brothers or their kindred…” (Al-Mujadilah 58:22)
It is quite clear that a lot of influencer lifestyle is directly in contradiction to the basic tenets of Islam. You will even find that most of them do not permit any kind of ‘religious talk’ on their platforms, and any kind of constructive critique is given the blanket term of ‘don’t judge’. We must assess this: who are we following and is their belief in Allah (swt) and the Last Day manifest in the content that they are posting and the comments/discussion they are having on their platform? Is it that they are pushing for a secular lifestyle under the guise of ‘no judgement’? If they are, and we still love them, then it is time to re-evaluate our belief in Allah (swt) and the resurrection.
Hadeeth: “A man follows the religion of his friend, so look at who you befriend.” (Abu Dawood)
We are whom we befriend, and similarly whom we follow on social media. It then goes without saying that if we are ardent followers of ‘if you’ve got it, flaunt it’ attitude, as evident in the influencer culture, it will not be long before we get caught up in the same rat race.
“And [remember] when your Lord proclaimed, ‘If you are grateful, I will surely increase you [in favour]; but if you deny, indeed, My punishment is severe.’” (Ibrahim 14:7)
Following from the above point, we need to ask ourselves, if any influencer is actually making us feel grateful for our blessings, or making us disregard them, thus fuelling our ingratitude and unhappiness by projecting a lavish lifestyle. If they are, it is time to unfollow them immediately.
Conclusion
Influencer marketing and indeed the entire culture of certain influencers driving consumerism as well as shaping public opinion on social media may have massive benefits for the economy, but the core of it is in deep contradiction to the basic tenets of the Quran and the Sunnah. There are definitely some influencers, who are doing great work out there and refusing to compromise on their basic principles, for which they must be lauded. But at the end of the day, whether we consider ourselves influencers or followers, we must objectively assess our attitude in the light of the teachings of our religion. It is not too late to rectify matters accordingly.
Textbox: What should be ‘followed’?
The Quran needs to be followed first and foremost along with the Sunnah of the Messenger (sa).
“Those We have given the Book follow it as it should be followed.” (Al-Baqarah 2:121)
“Follow, [O humankind], what has been revealed to you from your Lord and do not follow other than Him any allies. Little do you remember.” (Al-Araf 7:3)
“Lord, we believe in what You have revealed, and we follow the messenger: record us among those who bear witness [to the Truth].” (Al-Imran 3:53)
Once the Quran and the Sunnah are followed, everything else falls into place. Wherever the Quran and/or the Sunnah are used as the basis for any social media content with the pure intention to gain Allah’s (swt) pleasure, you will find that it contains none of the elements that are currently characteristic of the mainstream influencer culture.
About author
