Louis Theroux's new Netflix documentary on the manosphere exposes the grim reality behind influencer culture, showing that content creators are often trapped by algorithms and audiences rather than enjoying true freedom. The film, which focuses on misogynistic online figures, reveals that the influencer lifestyle is frequently banal and difficult to escape, contrary to the aspirational image they project.
Harrison Sullivan, known as 'HSTikkyTokky', is a key case study. The 24-year-old boasts a built body, a harem of models, and a life of leisure in Spain, but his income relies on promoting a dubious investing platform to his young followers, from which he takes a cut even if they lose money. Sullivan admits to Theroux that he says offensive things purely for attention and profit, not because he believes them.
The documentary suggests the manosphere is less about dangerous misogyny and more about a large-scale grift, akin to the female-focused wellness industry. Influencers like Sullivan exploit outrage to generate revenue, with the misogyny serving as a button to push for engagement. Theroux noted to the Guardian that the manosphere is 'best thought of as a masculine counterpart' to wellness influencers.
Young men are drawn to this world due to declining social mobility and stagnating wages, making conventional careers seem futile. The influencer marketing economy, valued at $21.1bn in 2023, offers a potential goldmine. However, as Theroux's documentary shows, the reality is often shabby and soul-destroying, with creators trapped in a cycle of seeking attention to monetise their content.
