The Illusion of Success: The Risk Behind Basing Value Solely on Subscribers and Followers

We live in an era where success can be bought, packaged, and promoted—sometimes with very little substance behind it. In a recent conversation with a business influencer I met at a conference who had gained over 1 million YouTube subscribers in under two months, I came face-to-face with the reality behind one of today’s biggest traps: the illusion of success.

This person had terrific charisma, energy, and communication skills. That’s probably why some business owners have been throwing money at them—some investing upwards of $8,000 to $10,000 a month to help this influencer replicate their results on YouTube…However, something interesting happened as we talked more about their YouTube success. They admitted something. Despite the massive following, they struggled with engagement, low watch times, and minimal interaction. It didn’t add up… until they shared the secret behind their growth strategy…

All their subscribers were paid for!

The Problem with Paying for the Wrong Audience

Yes, they had quick growth. The kind of viral traction many dream about. But they paid for the wrong audience. 🤦‍♂️ This is what we call manufactured influence.

They didn’t attract people genuinely interested in their message or mission. They attracted clicks, metrics, impressions, and bots. And now, some businesses unknowingly pay these manufactured influencers thousands to do the same for them—without knowing their success is an illusion. Later they’ll most likely learn the same lesson as this influencer- the wrong audience doesn’t equate to conversions.

The truth is we can be attracted to or distracted by charismatic individuals and measurable metrics.

“The illusion of success is a dangerous lie because it fools you, and everyone else, into thinking you’ve made it when you’ve only made noise.”

The Rise of Influence Without Substance

I’ve been approached by various companies eager to share “growth hacks” that promise to deliver 100K followers in just a couple weeks or millions within 30-60-90 days. While some of these influencers do provide helpful tips, some are repackaging fake engagement and followers. This is something we all should become more aware of, especially as AI continues to evolve.

I’ve dug deeper into some influencer accounts that contacted me and uncovered fake accounts, bot followers, and ghost engagement. They may look impressive at first glance, but the truth begins to surface as you look more into these accounts. For instance, the visuals of the YouTuber who gained over 1 million subscribers in just two months seem amazing, however, the reality becomes more evident when you look closely at the view counts and engagement on their videos. Their engagement and video views are similar to accounts with 25-100 subscribers. That doesn’t add up to 1M+ subscribers. 🤨

The Belle Gibson Story of Manufactured Success

Recently, my wife and I watched a documentary on Netflix about Belle Gibson, an Australian wellness influencer who built a massive following by claiming she cured cancer through natural methods and healthy eating. Her story attracted hundreds of thousands of followers, book deals, and app partnerships.

But her entire story was a lie. Belle never had cancer! Her success was built on a false narrative. And the result? A collapse of trust, legal consequences, and harm to those who genuinely believed her story could save their lives.

The documentary doesn’t just tell Belle’s story, it raises an alarm about how easily people can buy into charisma, aesthetics, and the promise of success — even when there’s no truth behind it. This is probably happening more often than we would like to believe, and we’ll see more of these stories surface.

Watch the Full Interview Between Belle Gibson & 60 Minutes in Australia

Why We’ll Likely See More Stories Like This

In a culture that rewards visibility over authenticity, more people feel pressure to look successful instead of doing the hard work to be impactful.

The platforms we use often reward virality, not depth. And when that happens, it becomes easier to value the wrong things:

• Followers instead of community
• Reach instead of relationships
• Algorithms instead of authenticity

The Power of Depth

As I was reflecting on some of these things, walking along the beach, I started thinking about the waves. Some gently kissed the sand, while others roared ashore with incredible power. It struck me (not the wave, but a thought)- a wave’s impact depends on the depth of the water it travels through. Waves build up energy and momentum in deep water, which translates to a greater impact when they hit the shore. Going deeper is more crucial than ever in a world that often focuses on quick fixes and surface-level connections. Our depth shapes our impact.

How to Avoid Buying Into the Illusion of Success

Here are some ways to protect yourself and your business:

✅ Ask questions before you follow trends.

• Where did this growth come from?
• Who is actually engaging with their content?

✅ Look past the numbers.

• What kind of comments do they receive?
• Are people showing up consistently over time?

✅ Watch for depth, not just design.

• Do they have real stories, case studies, and people advocating for them?

✅ Check your own motivations.

• Are you chasing quick growth or building something meaningful?
• Are you trusting in appearances or asking God to guide your path?

Building Something That Lasts

There’s nothing wrong with wanting to have greater impact across digital platforms. But there is something wrong when we base our value or others’ on metrics that can be bought, faked, or inflated.

Success without substance is just noise. Ultimately, the depth of our waves, which can either create a greater positive or negative impact, depends on the depth of our character, our values, and our intentions. The businesses that are paying thousands to manufactured influencers in hopes to replicate what they’ve accomplished may experience a mighty negative impact. I hope that’s not you.

If you’re in the process of building right now, don’t rush the process. Do the work. Build relationships. Create value. Serve others. To be honest, this approach most likely won’t lead to 1 million subscribers in a couple months, but it will build trust and may impact more lives for generations.

Quick Checklist: How to Spot an Authentic Influencer

Before I wrap this up, here is an idea to help you identify authentic influencers. Checking a few key areas on the influencer’s social media accounts could reveal discrepancies between follower counts and actual engagement.

🔲 Read the Comments

• Are comments thoughtful and relevant, or generic like “Great post!”?

🔲 Watch for Sudden Follower Spikes

• Rapid growth without viral content could signal purchased followers.

🔲 Scroll Through Follower Profiles

• Look out for fake accounts — empty bios, no profile picture, or random usernames.

🔲 Look for Consistent Content

• Authentic influencers usually post regularly with content that serves or connects with their audience.

🔲 Check Their Presence Beyond Social Media

• Do they have a website, podcast, blog, or media mentions that reinforce their authority?

🤖 This article is grounded in our own experiences, reflections, and insights. AI tools were used to assist with the writing and publishing process, enabling us to share valuable content with you more quickly.