Online ‘guru girlies’ promise a better life, but is it too good to be true? | Zandile Powell

' Guru girlies' are a genre of content that is booming on YouTube and social media.

The spectrum of gurus is vast, but their advice is mainly focused on the idea of “levelling up” They typically see men as a means to a life of wealth and abundance.

When it comes to the physical, gurus give detailed insight on how to glow up and rebrand your life.

Audiences see their favourite influencer less as a guru than as a kind of ideal friend.

Viewers find comfort and ease in a superficial albeit meaningful relationship that isn't rooted in a real friendship.

Many gurus have fostered a false intimacy with their audience that has become a given.