EDITORIAL | It’s dangerous when influencer culture collides with vulnerable young audiences

Let's be real. Once you follow someone or affiliate yourself with what they do on social media, it is usually because you condone, subscribe to or disagree with what they are preaching or selling — whatever it may be.

Nowadays, brands have monetised the concept, from having people who naturally have good skin promoting skincare products that have nothing to do with how good they look, to people helping sell opportunities that can lead to harmful situations.

Brands have people promoting products in the name of a new “gig”, while they pay less to no attention to what it really means in the name of getting the “bag”.

Cue in Cyan Boujee, a social media influencer and DJ who has gone viral for bad behaviour at the start of her career, a body transformation, her endeavours in the club and her YouTube career which depicts acts that can be classified as socially unsavoury.

This influencer and others have apologised for promoting a Russian-linked Alabuga scheme that was allegedly disguised as a job and education programme for women between the ages of 18 and 22 — except it has now been flagged as a potential human trafficking ring. 

Noluthando “Thando” Ngcobo, Netflix reality TV star Munaka, Paballo Noko, Peachy Sprinkles (also known as Siyamthanda), Aya Langa and Amapiano artist the Real Bassis, are among those who have been a part of the campaign. 

The promotion of this campaign is not a mea culpa moment, but a case study in the dangers of influencer culture colliding with vulnerable young audiences. The social media DJ insisted her involvement was not about money, but about following others who seemed to be participating.

That is precisely the problem: when clout becomes currency, critical thinking often takes a back seat.

The department of international relations and cooperation has confirmed the scheme is being investigated for alleged human trafficking. That alone should send shivers down the spine of anyone casually promoting it to young South Africans desperate for an opportunity. For an influencer with Cyan’s reach, “I didn’t know better” is not a sufficient defence; influence comes with responsibility.

However, this moment is bigger than Cyan Boujee.

It exposes a system where young people, disillusioned by joblessness and inequality, are vulnerable to dangerous recruitment tactics disguised as opportunity. It also calls into question the accountability of influencers, who wield more sway than many politicians yet often operate with no oversight.

If South Africa is serious about protecting its youth, it cannot let this episode pass as just another trending scandal. Influencers must be held to ethical standards, regulators need to scrutinise foreign recruitment schemes more aggressively, and young audiences must be taught to question glossy promises of wealth and escape.

Boujee calls this a “learning curve”. For the country, it should be a wake-up call.