Rise of Digital ‘Devotion’: Could Social Media Create New Cults or Religions? | by Indrajit | Sep, 2023

In a world with ever-increasing uncertainty, information overload, and blurring lines of right vs. wrong, there are bound to be a plethora of unanswered questions. Humans don’t like the feeling of not knowing. We seek the comfort of answers. When faced with life’s complex questions, we look for guidance, solace, and answers. Across generations, there have been learned men and women, charismatic figures, and religious leaders who have assumed the role of providing these answers. This is what we refer to as devotion i.e. loyalty or enthusiasm for a person (or activity). As the Gen Zs and Gen Alphas age, they will also start seeking these answers.

The way we consume information has drastically shifted over time. A section of the new generation will resort to traditional sources i.e. books, religious leaders, and gurus. However, a large chunk of the new society will consume short-form and digital content. The generation that is already hooked on social media won’t artificially create boundaries of what type of content they see online vs. offline. Any content that — resonates or provides answers will continue to catch the attention irrespective of the channel.

Today we have “social media influencers” who communicate regularly, and shape and alter how their followers perceive this world. While I personally don’t prefer to call them ‘leaders’ (yet), they already possess some of the capabilities of being one. Most influencers already have a great sense of the followers/people out there. They know how to create engaging content. They are good at mobilizing people to act on something (maybe small). They have experienced how people start building belief and faith in someone who provides answers.

Whether it’s beauty tips, life advice, or spiritual insights, these influencers establish themselves as a source of wisdom. Over time, this relationship evolves into followership. You will see often that followers will blindly accept something shared by the influencer without doing a fact check. Every time you see an influencer fan fest you realize there is a strong sense of community and camaraderie between the followers themselves. It’s nothing new; we have had enough musicians, pop stars, and rock stars who enjoyed cult-like followership.

We probably are just a decade or two away from a time when influencers become more than just content creators; they become spiritual guides, gurus, or cult leaders. There is nothing right or wrong about this. There will be a vacuum and someone will fill it.

• will we continue to ask — who am I, what is the purpose: YES
• will we follow someone who tries to provide the answer: YES
• will we look for such answers online or on social media: YES
• Hence, I predict that this rise of digital ‘devotion’ could lead to the creation of new digital cults or religions