What are spiritual influencers?

Spiritual influencers are individuals who leverage their online presence to disseminate their spiritual beliefs, often blending traditional and new-age spiritual concepts with modern digital communication strategies. They are particularly adept at using language and social media to create a strong sense of community and to provide spiritual guidance to their followers. These influencers often mix genuine spiritual content with elements of personal branding and marketing, leading to varied interpretations and influences on their audience.

One notable example is Teal Swan, described as a spiritual influencer or new-age influencer. She used internet marketing tactics like SEO to target individuals searching for mental health support online. By merging the language of mental health diagnoses with spiritual concepts, she presented herself as having access to wisdom beyond scientific understanding. Her approach, while having a charismatic allure, has been critiqued for potentially exploiting vulnerable individuals 1.

The phenomenon of spiritual influencers can also intersect with problematic behaviors similar to those found in cults. The use of specialized language and the creation of an alluring persona can lead to a kind of 'spiritual bypassing,' where difficult realities are ignored in favor of more comforting spiritual explanations. This can have adverse effects on individual well-being and relationships 2.