The role of a social media star is a relatively recent phenomenon, with many young individuals leveraging platforms like YouTube to connect with global audiences. To their fans, particularly the millennial generation, these influencers become celebrities, hosting autograph sessions and selling merchandise.

On platforms like Instagram, influencers - often women - may share provocative or revealing images to boost their fame and follower count. Others focus on lifestyle topics, such as food or personal experiences, with stars like Selena Gomez amassing huge Instagram audiences through this approach.