Videos on TikTok and guru, the market for easy online earnings

Algorithms make content go viral, fueling illusions and enriching influencers

Record-breaking online trading, a second entry without a second job, foolproof systems for making money online, the passive earning machine. Between more or less effective slogans, influencers and new e-commerce frontiers, miraculous systems and platforms are promoted by dint of videos on TikTok and the others social networkspromising easy earningsalmost always told as a means of buying luxury cars or renting fabulous apartments. Guru and direct testimonies of those who succeeded in convincing people to invest money following the promise of an exceptional return.

The market powered by Instagram, Facebook and especially TikTok moves an ever-increasing amount of money. Merit, or fault, of the algorithms, capable of making content quickly go viral. Together, fueling the hopes of the viewer and the account of the influencers who lend themselves to spreading the myth of easy success. The communication revolves around a basic message: it’s easy to build a job online first and then a fortune.

The pattern is always the same. It starts from the result obtained, a car costing hundreds of thousands of euros, and goes back to the advice and method of those who made the profit possible. The rest is done by the laws of the market. That of courses to get rich online, of electronic marketing wizards, of selling other people’s products. There is a great demand for this content, a question that starts from curiosity but which is almost always supported by necessity, lack of work or the need to supplement low salaries. And there is an offer that grows accordingly, with an infinite multiplication of new proposals.

How is it possible that this market can hold up, despite the obvious risk of a scam? On the one hand, there is the example to emulate. There are many young people who have become popular, and who have obtained an income through the attention gained thanks to the algorithms of social networks. They are often phenomena that last for a few months, and then disappear generating failures and frustration, but what goes viral is always the parabola that goes up, never the rapid descent. Those who favor the emulation effect generally also appeal to the gratification of committing themselves to achieving ambitious goals. On the other hand, there is the fascination of quick success, of the solution at hand, of the shortcut. And whoever chooses this path bets everything on speed, on automatisms, on the value of the time saved.

In both cases, and it would be good to investigate thoroughly, it is presumable that the point of arrival is someone’s gain and everyone else’s losses. Because, until proven otherwise, not even the most sophisticated of algorithms is capable of creating money out of thin air and for everyone. (From Fabio Insenga)