Influencers and ‘brain building’ smart drugs: A content analysis of services and market activities of nootropic influencers over social media

Nootropics are a range of substances used to improve memory, learning, cognition, and brain function. Based on their potential as enhancement drugs, nootropics have gained popularity in society and are extensively propagated via social media. However, there is currently no research focusing on the role that social media influencers play within the nootropic market. This investigation sought to identify social media influencers who discuss nootropics, explore the services they offer and further investigate how this cohort influences their followers. Ethnographic observations were conducted of YouTube and Instagram over a period of six months and subjected to an iterative inductive approach. Drawing on the theory of social power, which is the ability of an individual or group to influence another person's psychological or behavioral aspects, we examine how influencers shape follower perceptions related to nootropics. Nootropic influencers discussed the use of various nootropics and provided a range of services, including discount codes to purchase nootropics, and sold protocols and user guides. To attract followers, gain content views, and generate income, nootropic influencers exert and rely upon informational, expert, reward, and referent power to gain traction online and influence their audience. This is primarily achieved through YouTube video discussions, where nootropic influencers share their insights and shape audience beliefs and behaviors . Recognizing the health complications associated with nootropics, alongside the power held by nootropic influencers, we argue that harm reduction efforts ought to be developed to combat the increasing use of such substances.