Our brains can't tell the difference between watching someone on screen and meeting them in person. Influencers who look directly at the camera and share daily life create a fake sense of friendship that advertisers use to sell you things.
Why are influencers so effective for advertisers? According to psychologists, our brains aren't able to fully process the difference between digital viewing and face-to-face communication. And because influencers look directly into the camera and bring you into their daily lives, it creates a sense of intimacy. This can lead to what's called a parasocial bond, where it feels like a friendship, but it's actually a one-sided relationship.
