Social media influencers & the new youth economy

In recent years, a significant social and economic transformation has been unfolding among the youth in Bangladesh, centred around social media. Digital platforms like TikTok, YouTube, Facebook, and others have transcended their initial roles as mere communication and entertainment tools to become powerful engines for income generation and social influence for the younger generation.

On these platforms, young people are gaining recognition by expressing their creativity, talent, and unique perspectives, while simultaneously building a new economic reality. This shift is redefining young people's livelihoods, the concept of employment, and social interaction.

At the dawn of 2025, Bangladesh's digital landscape presented a robust statistical picture. According to the "Digital 2025: Bangladesh" report published by DataReportal - Global Digital Insights, the number of internet users in the country at the beginning of the year stood at over 77 million, accounting for 44.5 per cent of the total population.

Alongside this extensive internet usage, the proliferation of social media has been remarkable. The report indicates that approximately 60 million are active social media users, representing 34.3 per cent of the total population. Significantly, a large proportion of these users are young.

The number of users aged 18 and above reached around 60 million, which is 51.5 per cent of the total population in that age group. Platform-specific analysis reveals that Facebook had approximately 60 million users, and YouTube's potential advertising audience was around 44.6 million. These figures show a significant increase over the past year.

Platforms like TikTok have also seen proportional user growth, further broadening the avenues for young people to access these digital spaces and establish their presence. The increasing availability of the internet and smartphones, as well as relatively lower data costs, have catalysed this change, enabling young people from urban and rural areas to become part of this digital economy.

For many young Bangladeshis, social media has opened up new avenues beyond the traditional job market, particularly in a country where unemployment remains a significant challenge. According to the Bangladesh Bureau of Statistics, the unemployment rate among youth aged 15 to 29 was 11.3 per cent in 2023. In this context, social media platforms are emerging as alternative sources of employment and self-reliance.

On platforms like YouTube, earning income through advertising displays (monetisation) and sponsorship deals with various brands by creating video content is possible. Gaining popularity on TikTok with engaging or unique content creates opportunities for brand promotions and receiving gifts through live sessions.

While direct monetisation opportunities are limited on Facebook, it is widely used as a powerful platform for small and medium-sized online businesses. Young people earn through selling products, conducting online classes, affiliate marketing, and sponsored posts using Facebook Pages or Groups.

The ability to enter this digital economy with a smartphone and an internet connection helps overcome the limitations of requiring a high education or significant capital, often necessary for traditional jobs.

By embracing content creation as a profession, many young people are improving their financial situation and sharpening their entrepreneurial skills. They create video blogs (vlogs), short films, comedy sketches, educational tutorials, product reviews, or insightful discussions on specific topics.

By continuously developing new and engaging content, they build a dedicated audience and foster a community around their presence. This community makes them attractive to brands, leading to significant earnings through advertising contracts and sponsorships.

According to Statista, the influencer marketing industry in Bangladesh is projected to reach approximately 35.23 million US dollars by 2025. With an anticipated annual growth rate of 8.44 per cent, the market is poised for substantial expansion in the coming years, potentially reaching 48.71 million US dollars by 2029. Additionally, average advertising spending per internet user is expected to be around US$0.34 in 2025, indicating a growing emphasis on digital promotion and influencer-driven campaigns.

This substantial figure underscores the economic importance of this sector. Beyond income, this process develops crucial skills among young people, such as digital marketing, communication, public speaking, and financial management, positively impacting their professional lives.

Aside from financial gain, social media is vital for young people to accumulate social capital. Social status, recognition, and a strong network often open doors to opportunities in societies like Bangladesh. A popular social media influencer can reach a large population online and influence their opinions.

They can initiate discussions on various social or cultural issues, shape public opinion, and challenge conventional norms. Often, their online fame translates into new opportunities offline, whether in the political arena, cultural sphere, or commercial ventures. The social capital built through social media helps them launch new projects or establish themselves outside traditional structures.

Social media platforms have created a democratic environment where anyone can showcase their talent and share their story regardless of geographical location. In particular, young people from rural areas are gaining widespread recognition nationally and internationally by creating content related to their local culture, traditional arts, or agrarian life.

This benefits them financially and helps disseminate Bangladesh's rich culture globally through digital media. It indirectly contributes to developing the rural economy as local products or traditional practices gain new exposure through their content.

However, expanding this digital economy also comes with challenges for young influencers. The fickle nature of popularity and the constant pressure to upload high-quality content regularly lead to mental and physical fatigue for many. Reliance on content monetisation often creates income instability, especially with changes in platform policies or account suspensions.

Furthermore, a lack of adequate knowledge about digital security or financial management can make them vulnerable to online fraud or hinder their ability to manage their earnings effectively, posing obstacles to building a sustainable career. In the face of an ever-increasing content volume, making one's content stand out remains a constant challenge.

For female influencers, the challenges are often more pronounced. Despite stepping into content creation and maintaining an active online presence, they frequently face online harassment, bullying, trolling, and negative gender-based comments. Many also encounter social conservatism and family resistance, creating barriers to online activities.

Nevertheless, many young women are overcoming these obstacles and contributing to strengthening women's equal participation and position in the digital world by creating content on fashion, beauty, lifestyle, education, and even feminist perspectives. Their presence also encourages other young women to venture into this field.

The government and policymakers are gradually recognising this transformation and emphasising the potential of the digital economy. Ensuring accessible and affordable internet for young people, establishing uninterrupted connectivity in remote areas, and providing training programs to enhance digital literacy and skills are critically important.

Additionally, a supportive environment for online entrepreneurs and content creators is needed. Establishing clear policies for recognising their income, bringing them under a tax structure, and ensuring online safety and protection from cyberbullying are essential and timely steps.

Educational institutions can also incorporate digital media literacy, content creation, and digital marketing into their curriculum, which will equip young people with the necessary knowledge and skills for this new economy.

Proper guidance, necessary support, and a secure digital environment can enable this digital generation of Bangladesh to play a lead role in building a strong, creative, and self-reliant digital economy.

Dr Matiur Rahman is a researcher and development worker.

matiurrahman588@gmail.com