Main Character Syndrome in the Age of Influencers
Online content creators today are as influential, if not more so, than traditional celebrities. Platforms like TikTok, Reels, and YouTube have become the dominant forms of media consumption, prompting even TV and movie stars to reinvent themselves as content creators. These platforms are, simply put, the new mainstream.
We’re living in the age of influencers, but as their presence grows, a crucial question arises: Are they doing more harm than good? And how does this phenomenon tie into the growing trend of Main Character Syndrome?
The Double-Edged Sword of Social Media
It all began with Facebook’s simple prompt: “What’s on your mind?” This seemingly harmless feature opened a space for anyone to share thoughts, feelings, and opinions, marking the beginning of a societal shift. Other platforms followed, evolving from text to long-form videos on YouTube, and eventually to short-form content on TikTok and Reels.
This digital shift undeniably created more opportunities for people to be heard. It offered introverts a space to express themselves and expanded extroverts’ audiences beyond physical reach. Social media made real-time updates, instant recommendations, and breaking news readily accessible—a game-changer in how information is shared and consumed.
This environment also gave rise to the influencer. Often everyday individuals, they gained popularity through shared content, attracting attention for being witty, entertaining, attractive, or relatable. Some worked hard to build a following, while others became overnight sensations.
The internet devours their content, and as views accumulate, so does their influence. This influence carries real economic power, with earnings tied directly to follower counts, subscribers, and views. Brands, organizations, and even politicians now partner with them, solidifying influencers as key players in marketing and shaping public opinion.
The Clout Generation: Where Attention Trumps Authenticity
The catch is that influence, in the social media world, is primarily measured in views. More eyeballs translate to greater perceived influence and profitability. This has unfortunately led to a surge in outrageous, shock-driven content. Welcome to the Clout Generation, where clout-chasing (the pursuit of attention) often overshadows substance. Attention has become the ultimate currency, and some are willing to do anything to get it. This insatiable hunger fuels Main Character Syndrome, where individuals believe they are the central focus of a grand narrative, leading to exaggerated self-importance and a disregard for others.
Being genuinely funny, witty, creative, or even naturally beautiful is no longer enough. The reward goes to the outrageous and extreme. Natural attractiveness is replaced by cosmetic enhancements like BBLs, oversized implants, and lip fillers just to maintain visibility. Pranks have escalated from playful to dangerous, and witty humor has given way to absurd, exaggerated skits designed purely for attention. Sexual content, violent outbursts, and emotional meltdowns now dominate feeds, algorithm-approved.
Perhaps the most insidious trend is rage baiting—intentionally provoking outrage for views and engagement. In this attention economy, nothing drives numbers like making people mad.
Recent Cases of Content Creation and Entitlement
A prime example of Main Character Syndrome spiraling out of control is the case of vlogger Vitaly Zdorovetskiy, who caused chaos in Bonifacio Global City (Iloilo City) by harassing locals, disrupting public spaces, attempting to grab a security officer’s firearm, and trying to forcibly kiss a bystander. He remains in Philippine custody, facing a possible 24-year prison sentence.
Another incident involved motovlogger Yanna (Alyanna Mari A. Aguinaldo), who faced massive backlash in May 2025 after a viral road rage episode in Zambales. In her own uploaded video, Yanna made an obscene gesture and aggressively confronted a pickup truck driver. Expecting support, she was instead widely condemned for her entitled and confrontational behavior.
Most recently, TikTok influencer Euleen Castro stirred controversy by posting a profanity-laced takedown of Coffeebreak, a local coffee chain in Iloilo City. Her video ended with the now-viral line:
“Out of all of you, walang masarap… Ang dami niyo diyan, walang masarap sa inyo, ni isa. Pta!” (Translation: “Out of all of you, none are good… There are so many of you, none of you are good, not a single one. F**!”)*
Many Ilonggos viewed this as needlessly disrespectful and lacking constructive criticism. The swift backlash labeled it a textbook case of ragebait.
Can We Even Stop This Trend?
While it’s tempting to blame influencers, they are also products of their environment. What we’re witnessing isn’t just individual misbehavior; it’s a symptom of a broken system. The influencer economy thrives on attention, measuring value by views, likes, and shares, not substance or character. This leads many creators to develop a warped self-worth, mistaking popularity for authority and visibility for virtue—the very core of digital Main Character Syndrome.
The uncomfortable truth is: the audience fuels it. Every like, follow, and share reinforces an influencer’s perceived importance. When outrageous behavior is rewarded with engagement, even grounded creators can fall into delusion, skewing both their values and ours.
How do we shift this narrative? The power ultimately lies with us, the audience. By consciously choosing to engage with content that prioritizes authenticity, substance, and positive impact over shock value and outrage, we can begin to reshape the algorithms that dictate what goes viral. It’s time to be more discerning consumers of online content, helping to curb the pervasive influence of Main Character Syndrome and the less desirable aspects of the attention economy.
