‘Credibility comes from results. Everything else is just marketing.’ – Richie Norton
HAVE you ever found yourself scrolling through social media and just … sighing? Or realised that you no longer enjoy browsing it? Maybe, at some point, you even felt like there’s nothing much to see anymore.
What once felt like a space for genuine connection, where we could catch up with friends, celebrate milestones, or share slices of daily life, has rapidly transformed into something else entirely.
Today, social media platforms like TikTok, Facebook, and Instagram are flooded with content that feels more transactional than personal. “Buy now”, “Link in bio”, “DM to order” – these calls to action have replaced heartfelt captions and authentic interactions. What was once a powerful platform for connection is now, more often than not, a digital bazaar.
To be fair, evolution is part of progress. It’s not necessarily a bad thing that social media has grown to support commerce. In fact, for many small business owners, these platforms have opened doors that traditional retail never could.
However, as someone who has both observed and participated in this shift, I’ve noticed a growing concern – one that affects both creators and consumers alike: credibility.
With the explosion of social selling and influencer marketing, it feels like everyone is suddenly an expert. One day someone is reselling fast fashion; the next, they’re giving professional-level fashion advice, claiming to know everything about materials, tailoring, and style forecasting. It’s similar to someone who starts by reselling lipstick and makeup, and then suddenly begins advising others on which shades suit each skin tone in barely six months.
The problem isn’t that they’re sharing opinions – it’s that they’re presenting themselves as authorities without the background, training, or experience to back it up. And that will affect creators.
This issue isn’t limited to fashion. It spans beauty, wellness, tech, design, fitness – you name it. Almost every scroll reveals someone offering tips, tutorials, or “expert” insights. But how do we, as consumers, know who to trust? Particularly on social media, where algorithms reward engagement rather than expertise, we start to confuse popularity with credibility.
Honestly, I’ve been burned by this too. I’ve bought products that were enthusiastically recommended by social sellers and influencers, only to receive low-quality items that looked nothing like what was shown. No customer service, no returns, and certainly no accountability. These experiences weren’t just disappointing, they were disillusioning.
That’s why credibility matters more than ever.
In today’s noisy digital world, everyone has access to countless social media platforms, but not everyone has the knowledge or integrity to use them responsibly. The line between genuine expertise and declaring expertise has become dangerously thin, and it’s increasingly being blurred in pursuit of likes, sales, and social proof.
Thus, it is critical for us as consumers to be smart. We need to be more discerning, more curious. Ask questions. Do a bit of research. Check whether the person offering advice has the background to give it.
Because when we don’t, we inadvertently devalue the work of true professionals – people who have spent years studying, training, and honing their craft. These individuals now find themselves competing with influencers and content creators who understand social media algorithms better than they understand their own industries.
So, what should we do?
We can’t deny that social media will continue to evolve, and commerce will always be part of that evolution. But let’s not lose sight of the importance of honesty, authenticity, and genuine expertise.
To creators: It won’t be easy to make your brand stand out amid the noise of the digital world, but credibility and authenticity will set you apart and make you truly unique.
To consumers: I believe it’s time to bring the conversation back to substance over style, and knowledge over noise.
Let’s start valuing that again.
The views expressed here are those of the writer and do not necessarily represent the views of Sarawak Tribune. The writer can be reached at Shirley.suat@gmail.com.
