I think quotes are quite telling! If we define "influencers" as "brand ambassadors" (i.e. sponsored) then it's clear that they are not neutral parties relaying

I think quotes are quite telling! If we define "influencers" as "brand ambassadors" (i.e. sponsored) then it's clear that they are not neutral parties relaying battle-tested, peer-reviewed science results. I'd like to believe that you can become popular on social media, and have influence, but actually have skills, experience, knowledge and actionable advice. You can even do this without being paid for it! Anecdotally, I follow lots of woodworkers on Instagram. Most of them work hard and have skills, experience, etc. Most of them are capable of adding to my knowledge. But many of them accept sponsorship when it comes their way. Personally, once I start to see more than (made-up number) 10% of posts flashing (and hash-tagging) products, it's time for me to unfollow. It's subtle and insidious. Suddenly I find myself thinking "I really think DeWalt is the best brand of power tools" without having a good reason to believe that. "And if I need clamps, Bessey is the only way to roll!"