Mattia Marangon recently shared something that caught my attention: "You are too old, too ugly, too fat, too poor, too boring." He followed that with an even sharper point: this is what influencers push you to believe so you will buy "one more product" to compensate.

When I read that, I immediately recognized the pattern. Not because every creator is malicious, but because the business model behind a lot of influencer marketing rewards one thing above all: making you feel slightly behind, slightly lacking, and one purchase away from becoming "enough."

This post is my attempt to expand on what Mattia is pointing at: how insecurity gets manufactured online, why it sells so well, and what we can do about it without quitting the internet entirely.

The hidden pitch: you are not enough (yet)

Mattia Marangon’s list works because it is blunt and familiar. "Too old" shows up in skincare. "Too fat" in fitness. "Too poor" in hustle culture. "Too boring" in lifestyle content. The categories change, but the message is steady: your current self is a problem.

What makes this effective marketing is that it reframes normal human experiences as urgent defects:

Aging becomes a failure to prevent.
Body variation becomes a flaw to correct.
Financial stress becomes personal shame.
Ordinary life becomes "mediocre" unless it is optimized.

Once you accept that framing, the influencer does not need to hard-sell. The audience starts searching for solutions on their own. And the marketplace is always ready with a link in bio.

Key insight: insecurity is not just an emotion online. It is a conversion strategy.

Mattia also says, in essence, that capitalism runs on our insecurities. That can sound abstract, but on platforms it becomes very concrete because feeds are built to amplify whatever holds attention.

1) Comparison is always on

Social media turns life into a highlight reel contest. Even if you know posts are curated, your nervous system still reacts. The mind does not ask "Is this representative?" It asks "Why not me?"

That gap between what you have and what you see creates fertile ground for products that promise:

faster progress
instant confidence
a cleaner identity
belonging to a desirable group

2) The algorithm rewards emotional pressure

Content that triggers aspiration, envy, fear of missing out, or shame often gets stronger engagement. That engagement is not necessarily admiration. It is compulsion.

Creators learn what works. Brands notice what performs. The cycle tightens.

3) Identity becomes a shopping cart

A subtle shift happens when every goal is paired with a product. You are not building habits, skills, relationships, or self-knowledge. You are assembling an identity through purchases.

The pitch is no longer "buy this." It is "become this." And if you do not become this, you must not have tried hard enough.

Not all influencers are the problem, but incentives matter

It is worth saying clearly: plenty of creators educate, entertain, and help people feel seen. Some openly disclose sponsorships, avoid manipulative tactics, and encourage critical thinking.

The issue Mattia highlights is structural. If your income depends on affiliate links, sponsorships, or constant growth, the temptation is to keep the audience slightly dissatisfied. Satisfaction is bad for repeat purchases.

So the question is less "Are influencers evil?" and more:

What emotions does this account repeatedly evoke in me?
Do I leave feeling informed and steady, or restless and inadequate?
Is the content offering tools, or selling anxiety?

A quick look at why Mattia’s post went viral

Since this was a high-engagement LinkedIn post, it is also useful to notice the content mechanics behind it. Mattia’s writing is a good example of simple, effective viral communication:

A punchy opening list that creates immediate recognition
Second-person framing ("you") that feels personal
A clear villain (insecurity-based influence) without over-explaining
A concrete takeaway (stop following certain profiles)

This is a reminder that LinkedIn content does not need to be long to land. One sharp truth, stated plainly, can outperform a thousand careful words.

What to do instead: digital wellbeing without disappearing

Mattia’s practical suggestion is straightforward: for a healthier life, we should stop following certain profiles. I agree, and I would expand it into a few steps that make the decision easier and more sustainable.

1) Run a "mood audit" of your feed

For one week, notice how you feel after consuming content from specific accounts. Keep it simple: energized, neutral, or worse.

Then act:

Unfollow accounts that reliably make you feel behind.
Mute or hide topics that trigger obsessive comparison.
Keep creators who teach skills, show process, or share nuance.

2) Watch for the "defect then cure" pattern

A common manipulation is:

Point out a flaw you did not worry about yesterday.
Intensify it with before-after stories.
Offer a fix with urgency and scarcity.

If you spot this pattern repeatedly, it is a sign the account is monetizing discomfort.

3) Separate inspiration from instruction

Inspiration says: "This is possible."
Instruction says: "Here is how, step by step, with tradeoffs and constraints."

A lot of influencer content disguises aspiration as education. Real education includes limitations, time horizons, and alternatives that do not require shopping.

4) Put friction between emotion and purchase

Insecurity thrives on speed. So slow the loop down:

Wait 48 hours before buying anything you saw in a reel or post.
Keep a note called "Things I want because I feel anxious." Revisit it later.
Ask: "If this did not change my identity, would I still want it?"

5) Rebuild "enough" offline

The strongest antidote to "not enough" is living proof that you are already whole.

That usually comes from offline anchors:

friendships where you are not performing
hobbies that are not monetized
movement for health, not punishment
sleep, routines, and small wins

Digital wellbeing is not just reducing screen time. It is protecting your self-concept from constant external scoring.

If I had to turn Mattia Marangon’s message into a single guideline, it would be this:

Follow accounts that expand your agency, and unfollow accounts that rent your self-esteem back to you.

Social media can be a place for community and learning. But it becomes harmful when the primary emotion it cultivates is inadequacy, paired with a checkout link.

Mattia’s post is a useful interruption. The next time you feel "too" something, pause and ask: Who benefits if I believe this about myself?

This blog post expands on a viral LinkedIn post by Mattia Marangon, Founder di Ugolize | The Content Kitchen | Parlo di consapevolezza digitale. View the original LinkedIn post →