There was a time when the word “influencer” felt mildly aspirational. It suggested impact, credibility, perhaps even a whisper of authority. Fast forward a few years and it has been stretched so far it now covers everything from professional dermatologists sharing evidence-based advice to someone aggressively promoting protein powder they discovered last Thursday that makes you look 13 years younger. A verified account means nothing other than someone has provided some form of identification for AI to give it that blue tick – even that ID may have been bought off the dark web… At some point, a polite society must step in and say: enough is enough.
The issue is not that people create content. Nor is it that brands pay for visibility. Both are entirely reasonable. The problem lies in the language. “Influencer” implies a degree of trust, expertise, or at the very least, meaningful sway over behaviour in a way that benefits the audience in a positive way. In reality, much of what sits under this label is not influence at all. It is monetisation. Straightforward, unapologetic $$$s – moving from your account to theirs.
Calling someone a “monetiser” removes the varnish. It tells you exactly what is happening: attention is being converted into income. And that is fine; in fact, it’s better than fine – it’s honest. There is no implied authority, no borrowed credibility, no suggestion that the person in question has any particular qualification beyond the ability to hold your gaze for 12 seconds while discussing a smoothie.
It also neatly sidesteps the awkward moment where someone with a ring light and a discount code is treated as a subject matter expert. A monetiser does not need to pretend. They are there to sell, and we, as functioning adults, can decide whether we wish to buy.
There is, of course, a cultural resistance to this. “Influencer” sounds soft, almost philanthropic; . “Monetiser” sounds like someone who knows exactly what they are doing and has no intention of apologising for it. It is less palatable, but considerably more accurate. This is not about diminishing people who earn a living online. Quite the opposite. It is about respecting the audiences. When language is precise, expectations are clear. When expectations are clear, trust is easier to maintain.
A fitness coach with qualifications who shares structured guidance? That is expertise. A doctor explaining medical risks? That is authority. Someone linking a product for commission because it fits their aesthetic? That is monetisation. All three have a place. Only one just needs a rebrand.
So perhaps it is time for a gentle but firm linguistic reset. Not a cancellation, not a critique, just a quiet correction. A real-world check. If the primary outcome of the activity is income, let us call it what it is.
“Monetiser” may not roll off the tongue quite as smoothly, but it has the distinct advantage of being truthful. And in a digital landscape that increasingly blurs the line between advice, advertising, and aspiration, truth needs more light shone on it.
#CallItMonetising
