The Icon Edit: A Dubai-based podcast for, about, and with women
Episode 28 - Saima Salma | Podcaster
Published: 27 August 2026 · Episode 28
In this episode we talk about
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Why people are turning against influencer culture
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Fake authenticity and manufactured relatability •
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Influencer marketing and sponsored content
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Why audiences hate being constantly sold to
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Influencer entitlement and filming in public
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Parasocial relationships and social media fandom
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Overconsumption and the decline of haul culture
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AI influencers and the future of influencer marketing
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What makes an influencer trustworthy
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Whether the influencer era is actually coming to an end
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Read Transcript
They're discovering reality. They're acting like it's their first day on Earth.
You guys have been asking me no nobody asks you.
I think that influencers now are being conflated with sales people.
I mean if you're the one influencing people then why are you being.
There's a lot of entitlement unfortunately do we hate influencers no.
No we don't, but we get why some of them get so much hate right?
Welcome back to the Icon Edit today I'm back with Saima.
What's up
And we're gonna talk about influencers our favorite topic. How much we love them? No, today we're gonna talk about why so many people hate influencers nowadays.
Me too.
Yeah, some of them at least.
So before we start, I just told Saima that I found a really interesting study which was a 2026 very recently morning consult survey and it found that 51% of US adults thinks that there are too many influencers including 42% of gen z but funnily enough 57% of gen z said they would consider becoming one themselves isn't that funny.
That is definitely an interesting contradiction for sure.
So I mean, we are not doing an academic discussion about influencer marketing or whatever. But let's just talk about why do, why has it become such a thing to hate influencers? What do you think personally?
On one end. I can understand why there is an inclination to do so because more often now, we're seeing many examples of influencers being out of touch with reality.
Yeah.
So that can trigger a lot of responses.
What do you mean when you say out of touch with reality? Do you mean the same that I was thinking that they try so hard to be relatable when they are definitely not?
It's more that they're discovering reality. They're acting like it's their first day on Earth.
Yeah.
A very glaring example that comes to mind is the recent video of the influencer who went to a supermarket for the first time apparently, allegedly should I say allegedly in this case, she goes to a supermarket just a regular supermarket and she's acting like it's a foreign planet. Other influencers they're trying out the NYC subway for the first time.
And it's a four minute ride. Okay, but why do these people have so many followers then? Is it that we just like to watch, is it like a car accident where we just have to watch?
A hate pile. Yeah. We just stopped and we point and laugh at the absurdity of it and it gives people a topic to to talk about, circular, but also it's interesting that you said that the same people who hate influencers are trying to become exactly what they hate.
There are a lot of copycats out there, I mean obviously you see sometimes the same product being advertised by the same people for weeks, then it's another product and this is the one thing that I don't like about influencers is that they can say no to anything. They advertise whatever brings them.
As long as it's free. As long as it's free, they don't even have to ask for any money out of it. Even though they know that it's their job to influence but they're either scared to ask for it or they just don't have the knowledge to, or they just want to flex their audience. Hey, I got free things. But is it really that great if you're just being used as a marketing tool for a multibillion dollar corporation, a multimillion dollar corporation? Doesn't have to pay you but they can use your image and your likeness to peddle what they want.
And then off times they don't even declare it as adverteusement. And this is where I'm getting pissed off because we are, we obviously add an age where we can see it. But there are so many young people consuming social media and they don't know that. They think that, oh yeah, my favorite influencer she really uses that shampoo or skin care line whatever. And they don't get it that it's an adverteuse. I mean on TV you know it's an advertisement, right? Or in the cinema when you go and watch a movie or in the magazine. But on social media line is so fine I feel, that it's sometimes so hard to spot, especially for younger people.
The lines are blurred. It's definitely an extremely misleading and unethical practice to partake in but I don't feel as though that influencers are even conscious of the impact that they have. And I think that is where that hatred toward influencers is starting to fester more and more. It's just a lack of awareness, the lack of care, the lack of sympathy toward the audience and the lack of understanding that their audience, from their perception, is perceiving the influencer as a trustworthy source of information. As trustworthy as the news.
Even youtubers they compare...
There are so many companies and brands now that have started beef with YouTubers.
And it's funny to see youtubers just sit up there and they say, hey, I'm just a guy sitting and talking on a microphone, but at the same time they have a platform that influences.
A lot of people.
So a denial of that.
And it's sometimes feel they can't say no they like they do like anything and when you see that it just doesn't make sense I feel that these influencers become.
Desperate.
Desperate and then they hate towards them thoughts.
Yes.
And that's why I feel the word influencer is almost an inside out base.
I mean who goes somewhere and says yeah I'm an influencer and people take that seriously.
So these people are not being taken seriously right?
Yeah, especially by older people so like my parents if you tell them you're an influencer they would probably roll their eyes and say ok but what does that even mean you know.
What are you influencing me to exactly?
And I mean, I feel that some part all of us are influencers to some point, especially when you're active on social media and there are these so called micro influencers as well. I mean, all of us. I have recommended stuff on social media without being paid or getting the stuff for free just because I authentically liked the product and was like, my followers need to know about it because it's so cool.
So, but then that's not being an influencer.
Right that's just being a normal human being.
I guess now the titles have changed a little bit. Everything is starting to swing into influencer territory. It's become so broad, I think because there's there are very little boundaries and legal repercussions and frameworks that can protect influencers within their line of work because they're just going and accepting anything and everything without formally corresponding with the brand or coordinating things, it's become kind of a freefall. So brands will target people with higher followings they'll target people with barely any following even a hundred followers is sufficient for them just as long as they get coverage and exposure and visibility and brand awareness. And it dilutes the value of the influencer and what they re what they bring to the table.
Yeah because they also managed to somehow destroy the whole industry by doing stuff for free and also just not being authentic about it.
Yeah.
Because why are you promoting a skin core brand and then telling people that you have been using it for weeks and it's amazing and then the next day and.
You just got it in the mail 4 days.
You just got it in the mail and then the next day you promoting a different skin calline. Then you see them see the same thing, it just doesn't make any sense to you. But then why do you think so many young people want to become influencers if they at the same time they hate them?
They can hate what they want to become. But ultimately people still view influencing as an easy job. If you get enough of a following, if you get enough virality, then you'll get an easier way of life that can bring them out of whatever situation that they're going through. I'm not gonna sit up here and I'm not going to say all influencing is harder than an answer, a five job, it's really not.
No.
Cuz as someone who has a following myself and some who also works a nine to five. I confidently say the to five.
It's not the same as being an influencer. Do they both require a lot of work. Yes but being an influencer and knowing how to influence and doing your job right, there there needs to be a higher emphasis on that instead of just either going viral or accepting literally anything and everything for free which then dilutes the meaning of who you are and what your identity is.
Yeah I think honestly they need to be more classes and schools where influences to go to. Maybe this needs to be a new degree but what would it be what do you mean what your content marketing is.
You can study concept.
You could stand marketing with some universe. So I feel that's a thing already.
But I don't think that becoming an icon I feel it's you can pause it alone it just happens.
You can definitely teach the basic tenats of base business applies to the world of influencing but you're going not seeing.
Okay you make this video by recipe A B and then your content will become viral.
I mean take this coffee cup for example.
There is a way of influencing people to drink from this coffee cup.
I could sit up here and and I could hold up this coffee cup and I can say this is a coffee cup I drink coffee out of this, or I could present it in a different way.
And I could say this coffee cup from Dubai podcast studio is such an integral element to my,
to my routine because when I am sitting and I am doing a podcast and I'm drinking coffee out of this, the ideas just slow and it turns out to be such a great up is good things like that, it's about presentation.
And you can just leave it on the table and then it's classic product place.
It was a really great super copy.
No but I mean when do you think this started like become a thing that people 2020.
pandemic time when everyone has a time.
Everyone was at home, everyone was on their phones.
Everyone was doing to check everyone was doing whatever they could people have title contents right fans and self they can advance into our family as well because.
again, it's this influx of desperate people, sorry to say it, but it's this influx of people who are desperate for visibility desperate to compete with other people who may be succeeding in social media. I know this is something I had to deal with and still have to deal with when I, because I've been in social media since around 2019, right before the pandemic started. And I was doing quite well.
And then post covid, I've seen people who had wanted to become influencers or who had wanted to have an impact in social media. They saw how well I was doing the different connections that I've been making and they try to copy pace that exact part that doesn't but that doesn't work out it doesn't work. Oh because.
I feel you cannot cut me from an ice opo feel to die, that was like,
I've been in the city for five years and I've done it. They didn't aim a list of all the branches I work to on paid by the way. Okay. I have worked with this restaurant and this hotel and this hotel and this hotel and this it like just a list of all the record group hotels basically. And.
Then they wanted to make a point that because they have done all of these collaborations that they are an influence in society OK you are literally the other part and we have not.
So I guess you said to be a flexible people think that.
It's a flex just to get free access to places and then break up all that which makes sense when you're.
Like this initial state say for a restaurant casting a hotel class to travel that kind of thing.
But then there are decent times for some of this.
In Japan that have shot yeah.
And I mean, there are a lot of inferences that have very good morals. When it comes to that, I feel as a true deal for this one.
Care influence all any out to all some.
Yeah.
She's like if you actually only was thinking.
Since it she's real behind and see.
The passionate about that's this why I like Jeff free soft especially in.
The beginning when he first started.
Cuz you need just rest almost one side you really only per out things to try soft and something back to me. Yeah I think.
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No don't think it confuses your audience to keep here so too they see the great just if you PR passages and friends.
Guess what?
Also there are friends.
Don't fire at the past then uh but also.
It does this round spot as well and certain kids yet by this friends consistent consistently possible is that uh.
Use influencer to download benefit but also there has to be some pushback.
Some inferences while because she constantly is missing easy influence to do like.
Then.
Why are you being?
I feel it so.
And you know whatever we hate.
Something.
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Okay.
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