The illusion of expertise: how fake coaches and influencers profit from empty promises

In a digital age where algorithms reward attention over authenticity, an entire industry has emerged around the illusion of success. Self-proclaimed “coaches,” “mentors,” and “influencers” flood social media platforms with promises of transformation, passive income, and instant happiness. They offer courses, e-books, masterminds, and retreats—all supposedly built on their personal expertise. But more often than not, this expertise is fabricated, superficial, or entirely nonexistent.

These modern-day peddlers of advice rarely have credentials, experience, or demonstrable results. Instead, they rely on borrowed aesthetics, manipulative marketing, and emotionally loaded messaging to attract followers and convert them into paying customers. What began as a space for genuine knowledge sharing has, in many corners, devolved into a carefully crafted performance aimed at extracting money from the desperate, the insecure, and the hopeful.

Self-styled gurus exploit psychological vulnerabilities, and their business model is less about empowerment and more about manipulation and profiteering.

The rise of the self-proclaimed expert

Social media: a breeding ground for illusions

Instagram, TikTok, and YouTube have democratized content creation, allowing anyone to build a platform and claim authority. While this has empowered many legitimate voices, it has also allowed individuals with no real experience to position themselves as experts.

The visual nature of these platforms is particularly conducive to image-based deception. A rented Lamborghini, a staged photo in Bali, or a paid-for testimonial can all be used to craft a compelling—but completely artificial—persona of success.

According to a study in the Journal of Marketing Research (Muntinga et al.), people are more likely to trust influencers they perceive as “authentic,” even when that perception is based on style and charisma rather than factual expertise. This illusion of relatability makes it easy for unqualified individuals to position themselves as role models or mentors.

Coaching as a low-barrier industry

Unlike regulated professions such as medicine, law, or even psychotherapy, anyone can call themselves a “life coach,” “business coach,” or “wellness expert” without credentials. There’s no central licensing body, no code of ethics, and no consumer protections in most jurisdictions. This lack of oversight is a key enabler of abuse.

Even platforms like Udemy or Teachable allow anyone to launch a course on topics ranging from financial independence to trauma healing. As noted by The Coaching Industry Uncovered (Ford), many of these courses are recycled content from other gurus, offering no original insights or tangible outcomes.

The psychological manipulation at play

Selling a dream, not a strategy

One of the most disturbing aspects of the coaching/influencer ecosystem is the deliberate targeting of vulnerable individuals—those in emotional distress, financial hardship, or transitional life phases. These are people looking for guidance and stability. What they get instead is a sales funnel.

The marketing strategies used by fake coaches are heavily based on emotional manipulation. They frame their content around “pain points” and offer testimonials that evoke envy and urgency. The promise is rarely concrete improvement but rather a vague sense of “breaking free,” “unlocking potential,” or “becoming your higher self.”

As described in the book The Confidence Game (Konnikova), con artists succeed not by outright deception but by mirroring the desires and fears of their targets. Many fake coaches use this same strategy, wrapping their schemes in the language of empowerment.

The “you just didn’t try hard enough” defense

When clients fail to achieve the promised results—because the systems sold to them were never realistic—they’re often told it’s their fault. They didn’t “do the work” or didn’t believe in themselves enough. This victim-blaming not only absolves the coach of responsibility but also manipulates clients into further investments.

This tactic is a classic hallmark of predatory behavior. It’s a psychological loop designed to make the victim doubt themselves while protecting the seller’s reputation.

How they build and protect the façade

Fake testimonials and social proof

Social proof is one of the most powerful tools in marketing. Fake coaches exploit this by manufacturing testimonials, inflating follower counts, and fabricating collaborations with real experts.

As reported in Fake Famous (Bilton), many influencers buy followers, likes, and even positive reviews to bolster their image. This makes it difficult for potential clients to distinguish between genuine and manufactured authority.

It’s also common for these individuals to feature each other in podcasts or testimonials, creating an incestuous echo chamber of validation. In reality, most have no experience outside of selling each other’s empty products.

The course-to-coach pipeline

A particularly insidious trend is that of people taking a fake coach’s course, learning the blueprint for selling, and then launching their own coaching business with no additional skills. This creates a pyramid-like structure where the product being sold is not expertise, but the process of selling coaching.

It’s a self-replicating system where the only measurable success is the ability to attract more customers. The core value—whether it be business knowledge, health advice, or emotional support—is secondary or entirely absent.

Real damage, real consequences

Financial and emotional exploitation

These schemes aren’t just harmless side hustles. Many people spend thousands on coaching packages, online courses, and retreats that yield no return. For someone struggling with mental health, unemployment, or isolation, this can be financially and emotionally devastating.

A report by The Guardian (Coaching scams cost thousands, author: Harrington) highlights multiple cases of individuals going into debt due to predatory coaching programs. In some instances, they were encouraged to take out loans or use credit cards to “invest in themselves.”

Misinformation and health risks

Perhaps most alarming are wellness coaches who offer nutritional or psychological advice without any training. From detox diets to trauma processing, they tread dangerously close to medical territory—without the education or safeguards to back it up.

The proliferation of such misinformation has been especially visible during the COVID-19 pandemic, where influencers without medical degrees promoted untested supplements or discouraged vaccination. This isn’t just unethical—it’s dangerous.

Why the system remains unchecked

Platforms profit from the illusion

Social media platforms have little incentive to moderate these practices. As long as content drives engagement and sales, it’s good for business. Many of these coaches spend heavily on advertising, further enriching the platforms that host them.

Moreover, legal accountability is rare. Because most fake coaches operate within vague self-help territory, it’s difficult to regulate or litigate against them. They offer “guidance,” not guarantees. And their terms and conditions are often crafted to avoid refunds or liability.

The cultural obsession with hustle and personal branding

A deeper problem is cultural. The rise of the self-coaching economy is tied to neoliberal ideals of personal responsibility and constant self-optimization. People are encouraged to invest in themselves, work harder, and never complain. If you fail, it’s because you didn’t try hard enough.

This creates fertile ground for exploiters. As explained in Selfie: How We Became So Self-Obsessed (Will Storr), the relentless focus on personal branding and hustle culture erodes community ties and makes people more susceptible to manipulative messages of self-reliance and hustle.

How to protect yourself and others

Look for real credentials

Anyone offering coaching or mentorship should be transparent about their background, education, and professional history. Real experts will usually be happy to explain their methods and provide evidence of their results.

Demand clarity and results

Vague promises of transformation without measurable goals are red flags. Ask for specific outcomes, timelines, and deliverables. If you’re given jargon instead of clear answers, walk away.

Share and expose

The silence around this issue enables its continuation. If you’ve had a negative experience with a fake coach, share your story. Public accountability is one of the few tools available to counter these practices.

Conclusion

The modern coaching and influencer industry is, in many cases, a well-packaged scam. It thrives on illusion, emotional manipulation, and the lack of regulation. While not all coaches are charlatans, the growing number of unqualified individuals exploiting vulnerable people for profit is a serious problem.

It’s time to question the culture that enables this deception. Real transformation doesn’t come from a $999 webinar or a glossy Instagram reel—it comes from hard work, real mentorship, and grounded expertise. Until we learn to value substance over spectacle, the grifters will continue to thrive.