PART 2 OF 2
The internet, with its vast network of social media platforms, forums, and video-sharing sites, offers endless opportunities for learning, connection, and entertainment. But lurking beneath this surface of convenience and community is a darker reality: the internet has also become a fertile ground for cult leaders to recruit, manipulate, and control unsuspecting individuals. In our previous blog, we explored the concept of coercive control in online cults. In this follow-up, we’re diving deeper into how cult leaders use social media platforms like YouTube, Reddit, Quora, Facebook, Instagram, and TikTok are being exploited by manipulative leaders. We’ll uncover the deceptive tactics they use—false profiles, defamation, blatant lies, and more—to lure people into their digital lairs.
1. YouTube: The Charismatic Preacher’s Pulpit
YouTube is a powerful platform for spreading information and sharing ideas, but it’s also a favourite tool for cult leaders. Through polished videos, charismatic leaders present themselves as enlightened teachers, spiritual guides, or self-help gurus. They often start with content that appears harmless or even helpful—meditation techniques, spiritual advice, or motivational talks. Once they’ve gained followers’ trust, they gradually introduce more extreme beliefs and demands.
Tactics Used:
False Expertise:
Cult leaders often claim credentials they don’t have, using titles like “Doctor,” “Master,” or “Guru.” They may reference fictitious studies or ancient texts to legitimize their teachings.
Love Bombing in the Comments:
Followers are encouraged to leave positive comments, creating an echo chamber of validation. This makes dissenting voices appear as outliers and discourages questioning.
Defaming Dissenters:
Anyone who speaks out against the leader or questions their teachings may be labelled as a “hater” or “negative energy,” effectively discrediting them and isolating their followers from opposing views.
Alternatively, negative comments will be withheld by cult moderators. This give the illusion that there are no dissenting views.
Example: A self-proclaimed spiritual teacher on YouTube built a massive following by sharing videos on mindfulness and wellness. However, as followers became more engaged, they were encouraged to attend expensive retreats and cut ties with “negative influences” like family and friends who didn’t support the group.
2. Reddit: The Echo Chamber of Ideas
Reddit, with its countless communities (subreddits), is a hotbed for discussion and debate. It’s a place where people can find niche groups that align with their interests or beliefs. However, this can also make it a breeding ground for cult-like communities that use groupthink and echo chamber effects to radicalise members.
Tactics Used:
Brigading and Groupthink:
Cult-like subreddits can organise “brigades” to downvote dissenting opinions or flood threads with supportive comments for their beliefs, making it seem like there’s a consensus when there isn’t.
Creating a Sense of Exclusivity:
Leaders may create private subreddits that require an invitation to join, making members feel special and chosen.
Gaslighting and Manipulation:
Leaders or moderators may delete posts or comments that challenge the group narrative and ban users who question the leader’s authority.
Example: A subreddit dedicated to an obscure “self-improvement” philosophy quickly became a cult-like community. Members were encouraged to follow extreme diets, cut off relationships, and donate money to the subreddit’s creator, who was positioned as the only one capable of understanding and teaching the “true way.”
3. Quora: The Q&A Trap
Quora, a platform for asking questions and sharing knowledge, seems like an unlikely place for cult activity. But it can be a perfect hunting ground for cult leaders looking to prey on vulnerable individuals seeking answers to life’s big questions.
Tactics Used:
Seeding Questions and Answers:
Cult members or leaders may post questions that seem innocent but are designed to lead people towards their ideology. They then answer these questions with long, persuasive posts.
Creating an Illusion of Legitimacy:
By consistently providing detailed answers, cult leaders can position themselves as “experts” on various topics, building credibility over time.
Luring in the Vulnerable:
Questions about depression, loneliness, or existential crisis are targeted. Answers will subtly direct users to join an off-site group for “support” or “guidance.”
Example: A cult leader used Quora to answer questions about overcoming personal trauma. Those who engaged were invited to join a private group for “healing,” which turned out to be a front for indoctrination into a cult that demanded total obedience to the leader.
4. Facebook: The Digital Commune
Facebook offers cult leaders the ability to create closed groups, host live events, and send personal messages, making it a powerful tool for recruitment and control. The platform’s algorithms also tend to show users more of what they engage with, creating a self-perpetuating cycle of indoctrination.
Tactics Used:
Private Groups and Secret Events:
Cults use private groups to create a sense of community and secrecy. They often hold live events where the leader can interact directly with followers, making them feel personally connected.
Monitoring and Enforcing Beliefs:
Cult leaders or their loyal followers monitor posts and comments, removing anything that goes against the group’s beliefs. Members who dissent may be publicly shamed or expelled from the group.
Spreading Lies and Defamation:
If a member leaves or speaks out, the leader may spread false information about them to discredit their character and destroy their social credibility.
Example: A spiritual group on Facebook began as a place for sharing meditation techniques but evolved into a cult-like community. Members were encouraged to attend expensive workshops and sever ties with non-members. When a few members left and spoke out, the leader accused them of being possessed by negative spirits, effectively alienating them from the remaining group.
5. Instagram: The Perfect Life Illusion
Instagram is all about aesthetics and imagery, making it an ideal platform for cult leaders to project an image of perfection, enlightenment, or success. Through carefully curated photos and stories, they create a lifestyle that followers aspire to, masking the darker aspects of the group.
Tactics Used:
Highlight Reel Manipulation:
Leaders present their lives as perfect and fulfilled, using pictures of luxury, nature, or spiritual practices to convey that they have the answers to life’s problems.
Influencer Collaborations:
Some cult leaders collaborate with popular influencers to legitimise their image and reach a broader audience.
Direct Messaging for Recruitment:
Cult leaders use direct messages to initiate private conversations with potential recruits, making them feel special and chosen.
Example: An Instagram account portraying an idyllic spiritual community in Bali attracted thousands of followers. Through direct messaging, they invited people to join their retreat centre, where they were subjected to financial exploitation and coercive control disguised as spiritual training.
6. TikTok: The Fast-Paced Propaganda Machine
TikTok’s short-form video format allows cult leaders to spread their messages quickly and virally. With catchy music, charismatic performances, and emotional appeals, they can make their content highly engaging, reaching impressionable users—particularly young people—at lightning speed.
Tactics Used:
Emotional Manipulation in 60 Seconds:
Cult leaders create emotionally charged videos that frame them as victims, heroes, or enlightened beings. These videos are designed to evoke strong emotions and prompt users to seek more information.
Hashtag Hijacking:
They use popular hashtags to insert their content into trending topics, expanding their reach.
Challenges and Duets:
Cult leaders create challenges or use the duet feature to engage followers, fostering a sense of community and participation.
Example: A charismatic individual on TikTok used viral dance trends and emotional monologues to promote a new-age belief system. They invited followers to join a private Discord server for “deeper teachings,” which turned out to be a recruitment funnel for a cult-like organisation demanding financial contributions and obedience.
Protecting Yourself from Online Cults
Be Skeptical of Perfection:
If someone’s life or ideology seems too perfect to be true, it probably is. Look for the hidden costs behind the image.
Verify Credentials:
Before following someone’s advice, check their background. Are their claims verifiable, or are they self-appointed experts?
Stay Informed and Connected:
Maintain relationships outside the group, and get multiple perspectives before making any major decisions.
Know the Signs: Familiarise yourself with the tactics of coercive control and be vigilant. If a group or leader discourages questioning or independent thought, take it as a warning sign.
Staying Aware of How Cult Leaders Use Social Media
Cults are no longer just isolated communities in remote locations; they’ve adapted to the digital age, using every corner of the internet to manipulate and control. By understanding how cult leaders exploit different platforms, we can arm ourselves with the knowledge needed to recognise and resist their tactics. Remember, the most powerful tool you have is critical thinking—never be afraid to use it. Stay safe, stay skeptical, and stay informed.
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