The dark side of social media monetization among today’s youth

Nongthombam Sylvestin
A few years ago, social media was just a place to share memories. Now, it has transformed into a marketplace where attention turns into money.
Social media is useful for everyone. It helps people communicate, share ideas, and stay connected with friends and family. In the past, social media was mainly used for entertainment, information, and social interaction. People used it freely and smoothly without much pressure. However, around 2017, many users began learning more about monetization, where they could earn money from social media platforms through views, ads, and content creation. This changed how many people use social media, especially Facebook.
What was once a space for sharing moments slowly started becoming a platform for income and popularity. The situation became stronger during the COVID-19 pandemic. When people were forced to stay at home, social media became one of the main sources of communication and entertainment. From children to older people, many become deeply attached to media platforms. While it helped people stay connected during isolation, it also increased the time people spent online.
The influence of social media often starts within the family.
Many homes today use mobile phones to soothe children when they cry or to keep them quiet during feedings. Instead of face-to-face interaction, a screen often becomes the child’s main companion. Over time, this can gradually weaken the natural bond and communication between mother and child. Additionally, many parents set up social media accounts for their children at a very young age. Every small moment, whether it’s cute or embarrassing, gets shared online for entertainment or a specific purpose. At first, it might seem harmless and fun. However, as the child grows older, they might start to believe that such exposure is normal and acceptable. When society responds with laughter or entertainment, it further promotes this behavior without considering its long-term effects. The pressure to gain views and followers has also driven some creators to produce extreme or meaningless content.
For example, some vloggers make shocking videos just to attract attention. There have been instances where individuals visit a cemetery shortly after a burial and jump into the burial pit, pretending to be fearless for entertainment. Such actions disres- pect social values and traditions, but are still shared online for views and reactions. Another example can be seen in videos where very small children are encouraged to use slang or inappropriate words on camera because viewers find it cute or funny. These clips may receive many likes and shares, but they also normalize inappropriate behaviour at a very young age.
Another worrying example can be seen during accidents or emergency situations. Instead of immediately helping the injured person, many people first take out their mobile phones to record videos or take photos. These clips are then quickly uploaded to social media to gain views, likes, or attention.
In many cases, the identity or condition of the victim is not even known, yet their suffering becomes public content. Such actions show how the desire for online engagement and monetization can sometimes reduce human sensitivity and responsibility toward others.
As a result, social media platforms are increasingly filled with content that has little meaning or value for viewers. Many users begin to feel irritated or overwhelmed by the flood of such videos, yet they continue to scroll because the platforms are designed to keep them engaged. Mone-tization has therefore created a culture where attention becomes currency. Instead of focusing on creativity, knowledge, or meaningful communication, many people focus only on gaining views, followers, and income. For today’s youth, this can lead to confusion about real values, social responsibility, and personal identity.
In conclusion, social media monetization has created many opportunities but has also raised serious concerns for society, especially for the younger generation. If parents and concerned authorities take responsibility by setting clear norms, guidelines, and awareness about what should and should not be shared on social media, it can help reduce its negative impact. Without proper guidance and restrictions, the youth’s mindset may gradually drift away from the values and wisdom of the older generation. Therefore, it is important for families, society, and authorities to work together so that social media remains a healthy space for creativity and communication rather than a platform that weakens social values and relationships.
The writer is a Research Scholar at the Dept of Commerce, MU