The powerful hidden hand of anonymous paid influencers who lack accountability and transparency

In a time in which social media popularity can drive consumer choices and sway public opinion, political parties, organisations, and individuals have quietly turned to an increasingly influential yet shadowy force: anonymous influencers.

Unlike regulated marketing campaigns by companies, where transparency and accountability are mandated, these clandestine operators thrive in the shadows, steering conversations and opinions without the public’s awareness of their motives.

Anonymous mega influencers on platforms like X (formerly Twitter) have become powerful players, shaping the intersection of politics, pop culture, and paid influence. These influencers, often operating under pseudonyms and without accountability, have significant power in influencing public opinion and promoting various agendas.

To illustrate their influence and reach by way of an example, when a celebrity scandal breaks or a new, saucy TV show airs, many people turn to anonymous influencer accounts on X to get the latest gossip. They often comment on popular shows, usually on Moja Love and MzansiMagic channels, that quickly trend on. These accounts have gained popularity due to their pop culture savvy, and they leverage this popularity to shape narratives and drive political agendas.

Popular accounts, past and present, such as @AdvoBarryRoux, @DanielMarven, @MrHandsomeZA, @ChrisExcel102, @Ori_RSA, @RealXavier011, @realmrumadrive, @MichaelBucwa, @TakaTina1, among others, are notable for their influence either on pop culture, politics or both.

Their commentary, made possible in most cases by their anonymity, pushes boundaries and offers provocative takes on pop culture, social issues and political discussions without fear of personal backlash.

Many people have reposted their content, knowingly or unknowingly, resulting in hundreds of thousands, if not millions, of followers. This has allowed them to use their platforms as powerful tools to entertain, inform, influence and earn while remaining shielded by anonymity.

The top 20 influencers discussing South Africa’s recent national elections on X included many highly partisan anonymous influencers who helped shape those conversations. (Image: screenshot)

Exploring the hidden world of anonymity

Over the past three months, an in-depth investigation that combined traditional journalism and digital data analysis tools to monitor trending topics and accounts has revealed the intricacies of this industry, where anonymous digital puppeteers operate behind the scenes, shaping public opinion and political narratives.

This investigation is based on extensive interviews with key players in the local influence industry. All interviewees requested anonymity due to the sensitive nature of the information shared. The data analysis involved digitally tracking accounts and monitoring trending topics to understand better how the world of paid anonymous influencers operates and to identify its key players.

Our first article on the commodification of influencers, published on 26 May 2024, “Influence-for-Hire Trend is Distorting Public Discourse, Poses a Threat to Foundations of Democracy,” revealed a significant trend in the commodification of influence on the social media platform X.

Political parties and interest groups manipulate public discourse through paid campaigns by anonymous “mega influencers” who cascade their client briefs down to their networks of “nano influencers” to amplify campaign content in a coordinated manner. This industry is a well-oiled machine that goes beyond personal influence clout. Its activation campaigns distort the democratic process by shaping voter perceptions with inauthentic endorsements and attacks.

Mega influencers are not the same as celebrity influencers. This diagram from the first article in this investigative series reminds readers how mega-influencer campaigns work. (Image: screenshot)

This blurring of lines is particularly concerning in the realm of political discourse. Paid campaigns might attack or support one interest or another; however, some are not so obvious. What appears to be a harmless post about pop culture or current events may be a carefully crafted message designed to sway public opinion. The distinction between entertainment and political advocacy becomes increasingly blurred, making it difficult for consumers to evaluate the credibility of the information they encounter.

The rise of anonymous influencers

The interviews revealed that these mega influencers exploit legislative and regulatory loopholes to their advantage, identifying gaps in oversight as lucrative opportunities. The lack of stringent regulations on online content and influencer activities has enabled them to monetise their influence with minimal scrutiny. Operating in this grey area, they capitalise on financial incentives from political campaigns, brands, and other entities eager to sway public opinion.

However, one influencer is convinced that he is using his account for the public good, as he said: “I am blasting white monopoly capital that preys on the poor and vulnerable. This is the only way to get their attention. I have helped so many people. There is nothing wrong with giving my own opinion. I sometimes say stuff that most people are afraid of saying, which is why my content resonates with many.”

The ability to manoeuvre within a lightly regulated environment has contributed to their rise and the increasing complexity of digital influence. Mega influencers are not ordinary users but part of a sophisticated, interconnected network. They share an understanding of and leverage each other’s networks to amplify messages, create trends, and manipulate narratives.

When asked why they never used their real names, the influencers interviewed did not give a straight answer:

“When I opened the account, it was purely for entertainment purposes; it wasn’t that serious. Then, the account grew and became part of my brand. It was never my intention to monetise using this account,” said an influencer.

While some argue that these influencers express genuine passion or challenge the status quo, a closer examination reveals that financial incentives are often the central motive. Their distinction from regular influencers lies in their level of influence and the networks they provide access to. Their motivations can shift as they align with prevailing political and commercial interests, making them agile operators in the digital space.

Anonymous paid influencers have an outsized impact on our online discussions, easily shifting from pop culture to politics or, such as in this case where @ChrisExcel102 waded into the debate around Miss South Africa candidate, Chidimma Adetshina, they mix both. How to read: each node is a X user. Users are connected into a network when they interact with each other by reposting and @mentioning each other. Node size indicates level of influence. (Image: screenshot)

Anonymity plays a complex role in the world of social media. While it allows influencers to explore and express ideas without fear of personal backlash, it also creates an environment in which accountability is virtually non-existent. This lack of accountability is a significant concern, especially with anonymous influencers.

These networks often collaborate to amplify specific messages, creating the illusion of widespread consensus. This manipulation can be particularly dangerous in political discourse, where the perception of public opinion can be as influential as reality. Their divisive content can lead to polarisation and the formation of echo chambers, where emotive content sets people against each other. The long-term effect is an increasingly discordant society, where trust in the media and institutions erodes, along with the health of democracy.

Political campaigns

The commodification and involvement of influencers in political campaigns have significant implications for democracy and public discourse. While influencers have the right to express their opinions and support political causes, the orchestrated nature of their campaigns and the misleading content they propagate demand greater scrutiny.

X mega influencers have formed loose groupings, amplifying each other’s posts, sharing client briefs, and coordinating campaigns that often blur the lines between organic content and orchestrated propaganda, significantly shaping political narratives.

CBD Twitter

CBD Twitter represents a group of influencers more likely to focus on urban, middle-class issues. While they cover various issues, they often align themselves with economic- and business-related topics, promoting content that resonates with a more affluent audience. These influencers use their platforms to discuss policy, financial reforms, and other matters pertinent to urban voters. Their engagement with these topics makes them attractive to political campaigns looking to sway urban voters. According to one influencer, examples of these accounts include @ChrisExcel102, @RealXavier011, and @Ori_RSA.

Black Twitter

Black Twitter is a more widespread and diverse faction, encompassing various sub-groups representing different facets of the black South African experience. This faction has a profound cultural influence, often driving conversations around social justice, racial equality, and cultural pride. They intertwine these conversations with engaging content around music, television and celebrity gossip, all content that drives engagement and ensures their follower numbers continue to grow.

Their discussions frequently touch on political matters, significantly shaping public opinion. Black Twitter’s reach and engagement make it a powerful tool for political campaigns seeking to engage with broader social issues. According to a source, these accounts include @TakaTina1, @DanielMarven, and @AdvBarryRoux, to name a few (the latter two accounts have been suspended by X for too vigorously chasing the profit motive; both started posting porn to increase their revenue, with @AdvBarryRoux at least attempting to rebuild their presence under the similarly named @AdvBarrryRoux).

The landscape of anonymous influencers is not just a space of individual actors but a battleground of competing interests and strategic alliances. Influencers often form temporary partnerships to achieve common goals, such as amplifying a particular message or discrediting a rival. These alliances are fluid, with influencers frequently switching allegiances as their interests change.

Internal rivalries are also a significant aspect of this ecosystem. Anonymous accounts often engage in public feuds, vying for dominance and influence. These conflicts can spill over into the public sphere, creating dramatic narratives that captivate audiences. While these rivalries can be entertaining for followers, they also reveal the volatile nature of this ecosystem, where trust is a scarce commodity.

The existence of these alliances and rivalries underscores the complex dynamics of the anonymous influencer ecosystem. It is a space of passive content creation and an active battleground where power and influence are constantly contested.

Financial incentives and ethical challenges

Leveraging social media popularity to promote brands and services is a marketing tool used by companies. However, this is regulated, and there is a level of accountability, unlike for anonymous accounts, which operate clandestinely.

An anonymous mega influencer who spoke to us and usually focuses on South African pop culture topics admitted to making more than R250,000 on political campaigns in the run-up to the national elections.

The influencer’s only job was to leverage his network of nano influencers and massive follower numbers on X to amplify various campaigns for political parties. According to the influencer, they only played a supporting role in these campaigns and their amount was a fraction of what the lead influencer received.

“A couple of months before the election campaign season started, I was approached via my direct messages, and I declined the offer because, at that time, I wasn’t sure if I wanted to be involved in politics. Another influencer then approached me to join the campaign and retweet the trending hashtags,” the influencer said.

The influencer revealed he did not engage with or evaluate the material the clients provided. He was often approached via direct message on X and offered payment for political campaigns.

“I don’t ask questions; I follow the client’s instructions. Unfortunately, I cannot discuss the campaigns and payments in detail as I sign non-disclosure agreements.”

A few weeks after the elections, many of the accounts in our analysis that were involved in political campaigns during the elections had returned to their social and pop culture commentary, indicating the adaptable nature of this industry.

Case studies

Our analysis showed that political campaign content appeared on anonymous mega influencers’ accounts whose content usually revolved around pop culture and lifestyle topics during the elections. These influencers have mastered the art of captivating people’s attention. They typically focus on sharing content about food, fashion, beauty, fitness, travel, and parenting, but before the elections, they shifted to posting politically motivated content.

For example, a politically motivated campaign, #TwoFacedDA, trended on 11 June 2024 on X and was retweeted mostly through lifestyle influencers. Another campaign where lifestyle influencers were prominent was #IamVoting ANC.

Similar methods were used in other campaigns, such as #VoteActionSA, #byebyeMPC, #ByeByeDA and #ActionSAvsDA.

In our previous article, Michael Beaumont, National Chairperson of ActionSA, responded to perceived allusions to a paid campaign. He stated: “ActionSA denies the suggestion that it has paid influencers to attack any political party… ActionSA has conducted a positive campaign, focusing on our proposals for the South African people.”

The operational mechanics of influence campaigns are sophisticated and multi-layered, making them challenging to identify, especially when there is no disclaimer. A typical campaign begins with a client, such as a brand or political entity, approaching an influence broker or agency.

The agency then briefs several mega influencers, who, in turn, pass the task down to their network of nano influencers. These nano influencers, often paid through e-wallet or airtime, work together to spread the campaign message across various social media platforms. One can identify a paid campaign without an explicit disclaimer by observing patterns such as the simultaneous posting of similar content, specific hashtags, and coordinated timing.

As mentioned earlier, the hashtags appear to be paid campaigns, given the simultaneous usage of each hashtag by known paid influencers who “independently” shared an original post (rather than a repost of a single post) containing the novel hashtag early in the morning to game X’s trending algorithm.

The hidden world behind public personas

One of the most concerning aspects of the anonymous paid influencer phenomenon is the secretive nature of the financial transactions behind these campaigns. The lack of transparency regarding funding sources is highly problematic to the integrity of public discourse and democracy.

Without transparency, it is impossible to fully understand the motivations behind specific campaigns. This secrecy can lead to situations where influencers unwittingly propagate misinformation and disinformation, further polarising society. The hidden nature of these transactions makes it challenging to hold anyone accountable for the content and messages being disseminated.

The personas crafted by these anonymous influencers are often carefully curated and designed to engage and captivate their audiences. Behind these façades lies a complex world of strategic alliances, internal rivalries, and calculated manoeuvres. These influencers navigate a landscape where ideology, profit, and personal ambition are deeply intertwined.

Despite being secretive and cautious about answering personal questions, we gathered information about these accounts. For instance, some account holders have regular nine-to-five jobs, some run their businesses, and one is unemployed.

Some influencers align themselves with specific political factions and aspects they are open about, effectively acting as propagandists. Their tweets and posts often carry subtle or overt political messages, pushing particular narratives that benefit their aligned interests.

“I support the EFF and Julius Malema, but I’m not paid for any of the content I create about them. This doesn’t mean I won’t criticise them if I disagree with something they do. I also have a positive view of the MK and have endorsed them multiple times, but this is not part of any campaign.”

Some are ideologically aligned and willingly promote specific political groups such as the EFF, ANC or MK Party. It is important to remember that these are not just regular influencers; they leverage intentionally curated networks of real nano influencers and do not indicate that their coordinated activity is inauthentic.

For others, the allure of financial gain outweighs any ideological commitments. These mercenary influencers will promote any narrative for the right price, making them valuable assets for those looking to sway public opinion, especially during the election period.

This single-minded focus on money can go too far, as was the case with two of South Africa’s largest, most powerful paid influencers, @AdvBarryRoux and @DanielMarven, whose relentless pursuit of the profit motive saw them turning to post porn content, which got them both suspended by X.

These accounts’ influence is vast, extending beyond mere gossip and entertainment. They play a significant role in shaping political discourse, often setting the agenda for mainstream media and public discussions. They offer a service to politicians, political parties and other countries for driving specific agendas and shifting our national debates. The ability to remain anonymous allows these influencers to discuss controversial issues boldly, often crossing lines that traditional media cannot.

Through their need to continuously grow their audiences by posting ever more controversial and polarising content; and through the use of methods such as “follow trains” (see the first article in this series for the Influencer Toolbox), paid influencers knowingly or unwittingly divide us into hyper-connected online groups, or echo chambers, where narratives become oversimplified and where we become pitted against each other. The losers in this extreme online environment are the truth and our shared reality, which undermines trust in a pluralistic society and the democratic ideal. The ultimate loser is a free and fair society; the winners are populist authoritarians. Countries around the world are all experiencing the same toxic social ill: anonymous paid influencers, together with social media platforms’ profit-driven algorithms and populist political entrepreneurs’ efforts to degrade our political debates, all contribute to the global polarisation that is the modern malaise.

Addressing the Issue

Paid influencers aren’t inherently problematic; the issue arises when they sway public opinion on behalf of those who pay them without disclosing this arrangement. These undisclosed paid influencers are our primary concern.

In South Africa, the Advertising Regulatory Board has issued guidelines for influencer marketing. According to these guidelines, influencers must clearly and prominently disclose sponsored content. This involves using hashtags such as #ad or #sponsored and clearly labelling posts as sponsored content.

The challenge of anonymous influencers is unlikely to disappear soon, but measures can be implemented to lessen or at least appropriately contextualise their influence. Social media platforms can introduce stricter verification processes to confirm users’ identities, thereby reducing the number of fake accounts and enhancing accountability. However, this comes with its issues relating to free speech.

Governments can also pass laws to regulate the use of social media for political purposes. One example would be requiring influencers to disclose paid partnerships, particularly in the context of political campaigns. Greater transparency would help followers make informed decisions about the content they consume.

In South Africa, legal and ethical frameworks such as the Social Media Code of Conduct and Advertising Practice require influencers to disclose paid partnerships. However, enforcing these requirements remains challenging, leading to unethical practices and deceptive advertising.

Despite the emphasis of the Consumer Protection Act on honest advertising, non-compliance persists. To tackle these challenges, the Interactive Advertising Bureau of South Africa’s influencer marketing committee has issued a white paper to guide ethical influencer marketing. As digital media continues to evolve, regulating the impact of anonymous influencers on public opinion is crucial to maintaining the integrity of public discourse.

Spotting Paid Political Campaigns

Several indicators can help identify whether a campaign might be financially motivated:

Sudden shift in content: If an influencer who typically covers non-political topics suddenly starts posting about political issues, it could indicate a paid campaign.

Uniform messaging: Using similar language, hashtags, or slogans across multiple influencers’ posts can suggest a coordinated effort.

Consistent messaging across platforms: When various influencers share the same political messages across different social media platforms, it may be part of a larger campaign.

High engagement with limited interaction: Unusually high levels of engagement with little personal interaction from the influencer can indicate a paid campaign.

Repetition and consistency in messaging: Repeating similar messages or themes across multiple posts suggests a coordinated effort.

Timing around key events: A surge in political content around elections or significant political events may suggest participation in a campaign. DM

Tabelo Timse is a freelance investigative journalist with a strong background in media. Her career includes notable positions such as her tenure at the amaBhungane Centre for Investigative Journalism and her role covering the SADC region for AFP, the Herald and SABC. Timse holds a Master’s degree in Journalism from Nelson Mandela University.

Kyle Findlay is a social media researcher focusing on social issues that affect democratic societies. He has a special interest in the role that influence operations play in fragmenting societies around the world. 

Dr Aldu Cornelissen is a researcher and data scientist with a special interest in natural language processing and social network analysis. He applies these skills to help his clients and research collaborators understand the complex conversations that happen on social media.

This investigation was funded by a grant from the Henry Nxumalo Foundation.