Jaaved Jaaferi Again Questions Influencer Culture: ‘People Are Just Consuming Nonsense’

Actor Jaaved Jaaferi caused a stir last year when he criticized the influencer industry while appearing on The Tribe, an Amazon Prime Video show about creators. He dismissed the profession as “sh**,” particularly referencing his daughter Alaviaa Jaaferi’s work as a content creator. Recently, he addressed the controversy in an interview with Humans of Bombay, clarifying his stance but also standing by his opinion.

Jaaved Jaaferi’s Take on Influencers

Jaaved admitted that his comments on The Tribe were made in a lighthearted manner but reiterated his criticism of social media trends. He questioned the value of influencer content, saying, “But what is it actually? You turn around and your outfit changes. And then you are lip-syncing a song. You should create something original.”

He further argued that most of the content is unoriginal and promotes mediocrity. “There are people dancing, singing, doing martial arts, but all of this is timepass. We are consuming so much mediocrity that we are turning mediocre. It’s actually hypnotizing you and becomes an addiction. People are just looking and consuming, and it’s all nonsense.” He also redefined the term “influencer,” stating, “An influencer is someone like Gandhi, who influences you to do certain things in your life.”

Not All Influencers Seek Money

However, Jaaved also acknowledged that not everyone in the influencer industry is driven by money. He recognized that some individuals, especially those from underprivileged backgrounds, seek validation through their content. “I see some stuff like, someone from a village, who lives in a small hut, they are trying to do something. I understand where they are coming from. They need some validation. That they are getting a chance to get out of their suffocating life,” he said.

He also noted that while some content may seem unusual or low-quality, it often carries deep emotional significance for its creators. “I see someone dancing in a weird way, but I understand where they are coming from. It’s emotional also because I know they are living a very difficult life. There is no appreciation, and they are looking for some kind of validation. Everyone is not into it for the monetisation.”

His Earlier Controversial Remarks

During his previous appearance on The Tribe, Jaaved had strongly criticized influencers, saying, “Koi bhi lukkha aa ke influencer ban raha hai (Any random person is becoming an influencer).” When his daughter Alaviaa challenged him, arguing that he did not understand what people consumed, he bluntly responded, “People are consuming sht.”*

Jaaved Jaaferi’s Career and Family

Jaaved Jaaferi comes from a family of actors. His father, Jagdeep, was a legendary comic actor. Over his three-decade career, Jaaved has worked in numerous films and television shows. He was last seen in Taaza Khabar Season 2 on Disney+ Hotstar. His son Meezan has also entered the film industry, while his daughter Alaviaa is a content creator and entrepreneur.