These days, it’s easy to get caught up in numbers. We see influencers with millions of followers and have been trained to think follower count equates influence and power. But… does a massive follower count really mean they can influence what we think, do, or buy? Trends in Pakistan and even more recently as seen in the U.S. elections, show that numbers alone don’t always cut it—real influence requires a deeper, more personal connection.
Taking an example from Pakistan – In 2022, a major director cast a TikTok star with millions of fans as his movie’s lead actress. But despite her popularity, ticket sales tanked. Why? Because numbers don’t necessarily guarantee that people actually feel connected enough to support you outside of their feed. Just because someone’s popular doesn’t mean they’re influential in every way. Often their influence is limited to a specific realm.
The same goes for brand endorsements. Many brands have learned that placing celebrity’s face on a product doesn’t guarantee sales. Relatable influencers—those who are real with their audience and share everyday experiences—are often way better at getting people to buy. It’s a reminder that real influence comes from a sense of trust and connection – not just a big follower count.
Look at the 2024 U.S. election: celebrities like Taylor Swift, Beyoncé, and Oprah backed Kamala Harris. Swift’s endorsement alone drove a high volume of voter registrations, but when votes were tallied, Harris still struggled with the youth vote. Meanwhile, figures like Joe Rogan, who’s seen as an “everyday guy,” along Elon Musk, Dana White and Adin Ross, helped Trump connect with young people and the Manosphere. Rogan’s huge following didn’t matter as much as the fact that his audience sees him as relatable. As quoted by The Independent, “this collection of edgy alternative podcasters, social media influencers, and comedians are part of the “manosphere” that may have helped win Donald Trump the election.”
After the election, it was clear: Trump hanging out with everyday folks at McDonald’s, his plain speak, driving garage trucks and manner resonated more than Harris’s star-studded events. For young and rural voters, who often feel out of touch with Hollywood glitz, relatability mattered more than celebrity names.
Whether it’s entertainment, politics, or consumerism, all of this points to a big truth: real influence is about being relatable. Celebrities and influencers may grab attention, but lasting influence depends on being authentic. If people see influencers as “one of us,” their recommendations feel real and aligned with everyday experiences. Without that connection, followers are just numbers, not true supporters.