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Why do kindness influencers get criticised?
Kindness influencers give away money and gifts but not everyone supports their work.
The content spiralled and four years later, on Instagram alone he has amassed 1.7 million followers, where he can be seen surprising a person with a serious illness with money or a visit from a celebrity such as Jake Paul or Kristen Bell. Saoirse Cleary, creative strategy director at marketing agency MG Empower, says they incorporate many of the elements that both social media algorithms and audiences favour: strong hooks, engaging captions, heartfelt narratives, and authentic, unscripted moments. ""While these influencers may be genuinely generous... the generosity can sometimes feel performative, as it often serves as a way to attract more views, engagement, and ultimately financial reward, rather than purely altruistic motives," says Ms Cleary.
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