Socmedia is whole another issue, specifically because it's social. It gives the consumer this idea that the content creator is their personal friend, even when it's content made by a big ass company. All the big Youtubers and online personalities have big companies managing them, but it's still sold to you as your friend telling you about shit.
This goes for most of them, regardless if it's news, beauty, cooking, tech, anything. I'm specifically into books a lot, so I occasionally take a look at "booktube". So totes average young women just UWU talking about books... except they all have affiliate links, get thousands of dollars of books magically on a college student budget, etc. It's all fucking bullshit.