The Social Media Narcotics: Users, Dealers, and the Ever-Present Influence Game

Whether you’re a willing participant or not, social media operates as a potent drug. Watching documentaries like The Great Hack and The Social Dilemma on Netflix will reveal to you that sure, at the beginning it started out as a simple network for connecting with friends to a colossal trillion-dollar industry gold mine. This industry meticulously dissects and analyzes the behaviours, attention spans, and decisions of every single user, turning them into subjects of relentless study.

And it is high time to know what you are…

Let me paint a vivid comparison for you. Picture the largest and most notorious drug cartel you know (hint, Escobar). Now, envision the organizational structure and hierarchy within such a cartel… Participation is based on the role one has within the enterprise. Not to go into the intricate details of drug trade dynamics, you generally have The Jefes (bosses), the middlemen, the dealers or pushers, and finally, the users. Sound familiar? While this is a simplified portrayal, it serves a purpose.  It’s a structure that echoes, doesn’t it?

Now, in the realm of social media, here, The Jefes manifest as your Instagram, YouTube, TikTok, Snapchat and Twitter overlords (there are more overlords btw). Then come the middlemen - prominent brands, public figures, and celebrities— who orchestrate, manufacture, package, craft, and develop operations and trends that will govern, rival, command and strategize territorial expansions in the vast expanse of social media. Here, the middlemen dominate turfs, zones, areas, and demographics in the social media space.

Next in line are your dealers and pushers - they come in the form of influencers, media pages, gossip outlets and media-sharing platforms that disseminate and push this drug - social media content - to you. While they may not be reaping the majority of the financial gain, they are compensated by the middlemen to ensure that you, the user, are continually snorting that social media cocaine. Their crucial role is making sure that you, the user, are hooked.

And then there’s the User - addicts, junkies, subjects scrutinized every minute, every second to discern their preferences, usage patterns, relapses, and reasons for abandoning one digital “drug” for another. constantly under surveillance to test the next new drug. Do you follow?

Consider a simple yet profound question In this social media game, would you rather be a drug user or a drug dealer?

Sadly, social media is no longer for you and is no longer a mere pastime; it demands that you either contribute—create, add value, share something entertaining, informative, educational, or inspiring, reaping some form of reward—or succumb to the role of a user, endlessly scrolling, liking, commenting, at the lives of others.

Now, if you do choose to stay a user, know that mindlessly scrolling not only erodes your well-being but also contributes to the revenue stream of a cartel-like structure. Even if it’s for personal gain, push something out there. Or adopt a healthier approach to consumption.

1. Monitor your screen time to identify areas where adjustments are necessary.
2. Set limits on your social media time
3. Take breaks when you notice excessive periods spent on social media.
4. Use social media intentionally—learn, build meaningful connections, be uplifted and motivated, or simply enjoy a good laugh.
5. Approach the content on social media with critical thinking, recognizing that you are always being sold to.

Remember, social media always favours the creators. In fact, the drug dealers (content creators), —typically constitute the primary revenue source in this organizational structure.

So you see, there will always be a consistent stream of revenue for creators in the social media economy.

So, I ask you, are you content being a drug user, or will you rise to the ranks of a dealer?

…And what do we call Social Media Marketers like myself in this organizational structure? I’ll leave that up to you.