Why do kindness influencers get criticised?

Samuel Weidenhofer experienced a challenging upbringing, marked by the suicide of his aunt when he was nine, a speech impediment, and bullying, all of which significantly impacted his mental health. These adversities shaped his perspective and fueled his desire to make a positive change.

He stated that these traumas once led him to contemplate ending his own life. At the age of 17, he decided to use social media as a platform to spread positive messages and foster hope. This marked a turning point in his life, giving him a sense of purpose.

"It started with simple things like hugging people in public, giving away roses and flowers, doing things that would make people smile," said Weidenhofer, now 21 and residing in Melbourne, Australia. He filmed these acts of kindness and shared them on social media, quickly gaining popularity. Four years later, he has amassed 1.7 million followers on Instagram alone, with videos featuring financial assistance to those with serious illnesses or arranging visits from celebrities like Jake Paul and Kristen Bell. His efforts have resonated with a wide audience seeking uplifting content.

"I hope my videos can bring even a little bit of inspiration to everyone," he said, highlighting his intention to motivate others through his online presence. His commitment to spreading positivity remains a driving force behind his content creation.

Today, a growing number of "kindness content creators," or more commonly known as "influencers," are emerging on social media. Their approaches vary, but a common strategy involves secretly filming acts such as giving money, concert or sporting event tickets, or free haircuts to others. This trend reflects a desire to capture authentic moments of generosity and share them with a wider audience.

Zachery Dereniowski's Instagram bio reads: "Kindness is cool." His account boasts 5.7 million followers. Dereniowski's videos often feature him telling strangers that he is hungry and asking them for food. When they help him, he rewards them with gifts, such as laptops or cash. This approach highlights the power of reciprocal kindness and the impact of unexpected generosity.

"I want to emphasize that everyone you meet has their own story... and it's often those who have the least who give the most," said Dereniowski, who lives in Windsor, near Toronto, Ontario, Canada. He initially started by giving free hugs to strangers before launching his social media account. His personal experiences have shaped his understanding of empathy and the importance of human connection.

Like many influencers, these "kindness creators" earn money through advertising and brand sponsorships. For example, they may enter into agreements to give away products from specific brands. This monetization strategy allows them to sustain their content creation efforts and continue spreading positivity.

These "kindness content creator" videos attract millions of views. Why are they so popular? Saoirse Cleary, creative strategy director at MG Empower marketing agency, says these videos combine many elements that social media algorithms and audiences love: engaging openings, compelling headlines, genuine stories, and authentic, unscripted moments. The blend of these factors contributes to their widespread appeal and virality.

"Audiences are drawn to authentic interactions with ordinary people, where they can comfortably experience emotional connection from behind a screen. People are increasingly looking for positivity, authenticity, and emotional resonance in their online experiences, especially in a space saturated with entertainment-driven content." This reflects a growing desire for meaningful and uplifting content in the digital landscape.

On the surface, these actions may seem well-intentioned, but why do they attract criticism? Ms. Cleary said: "While these influencers may indeed be generous... this generosity can sometimes feel performative because it's often done to attract more views, engagement, and ultimately financial rewards, rather than purely altruistic motives." The underlying motivations behind these acts of kindness are often questioned and debated.

Others go further, questioning whether focusing attention on one person (often a vulnerable individual) is the right way to help others. Hilda Burke, a psychotherapist accredited by the UK Council for Psychotherapy, said: "I find the typical setup of many scenarios unsettling." This raises ethical concerns about the potential exploitation of vulnerable individuals for entertainment purposes.

She explained that these videos often start by identifying someone "in need." Then, they are asked to provide assistance. It could be borrowing money for a ticket or helping with something. She believes that participants are being "induced" to value the needs of others who appear wealthier and more privileged than themselves. Only by doing so do they get rewarded. "I wonder what happens to those who don't play the game?" Ms. Burke asked, highlighting the potential for exclusion and unfair treatment.

These influencers defend themselves by saying that using social media in this way is an effective strategy. Weidenhofer said: "If I post a video online, I can raise more money so I can help more people." This justification emphasizes the potential for wider impact and the ability to reach a larger audience through online platforms.

So, what about filming others without their consent? Weidenhofer said: "If you hug someone in a video, if you tell them beforehand, you lose that authenticity." But he added that he now avoids filming without consent because it makes him "feel weird." This reflects a growing awareness of the ethical considerations involved in capturing and sharing personal moments online.

Sometimes, large sums of money are given to vulnerable people who may not be able to manage it properly. Dereniowski realized this could be a problem after he raised $240,000 overnight for a father and son living in a car. After that, he began to think more about providing long-term assistance. This highlights the importance of responsible giving and the need to address the underlying issues faced by vulnerable individuals.

"We've started setting them up with financial advisors. We've started finding these people jobs. We've helped them allocate funds reasonably to pay off their debts, car loans, help them find housing and pay rent," he said. This demonstrates a commitment to providing sustainable support and empowering individuals to improve their long-term financial stability.