Louis Theroux's new Netflix documentary, which delves into the misogynistic online manosphere, reveals that many influencers are trapped in a cycle of chasing attention and profit, rather than enjoying true freedom. The film highlights how these content creators, who claim to have escaped the nine-to-five grind, are actually beholden to algorithms and audiences.
The documentary focuses on 24-year-old Harrison Sullivan, known as 'HSTikkyTokky', who boasts a large following on TikTok and Kick. Sullivan promotes a dubious investing platform to his young audience, earning a cut even if they lose money. He admits to Theroux that he says outrageous things solely to provoke reactions and monetise attention, stating: 'With the attention, I can get more fame [and] monetise.'
Theroux argues that the manosphere is less about ideology and more about grift, akin to the female-focused wellness industry. The influencers peddle an aspirational image and products, with misogyny serving as a tool to generate engagement and revenue. The documentary shows that behind the scenes, influencer life is often banal and difficult to escape.
Two young Tate fanboys tell Theroux they look to Andrew Tate for advice on building 'intergenerational wealth', noting that no job can provide that. The influencer marketing economy, valued at $21.1bn in 2023, appears as a lucrative alternative to declining social mobility. However, the documentary suggests that many influencers are merely serfs to the platforms that sustain them.
