Influencers, Algorithms and the Aftermarket: Are We Losing Sight of What Really Matters?

Spend five minutes scrolling through social media and you'll quickly notice a growing trend within the automotive aftermarket.

More reels. More trends. More personalities. More people trying to become influencers.

Now, before anyone takes offence, content creation itself isn't the problem. Far from it. The aftermarket needs to tell its story. It needs to engage with younger audiences. It needs to promote the incredible people, businesses and opportunities that exist within our sector.

But somewhere along the way, I can't help but feel we've become distracted from what our industry is actually about.

So, here's a simple question.

Do you really want to see mechanics dancing on tables, pointing at text on a screen and chasing the latest social media trend?

Or would you rather see them with spanners in their hands, diagnosing faults, solving problems and demonstrating the skills that keep millions of vehicles on the road every single day?

For me, the answer is obvious.

The automotive aftermarket exists to repair, maintain and keep vehicles moving safely and efficiently. That is the foundation of everything we do.

Yet increasingly, some of the content being produced appears to focus more on creating influencers than showcasing expertise.

The people who have earned the greatest respect in our industry haven't done so because they mastered an algorithm. They've done so because they mastered their craft.

They've spent years learning diagnostics, understanding vehicle systems, solving complex faults and delivering outstanding service to customers. That's what makes them valuable. That's what makes them professionals.

When I speak to garage owners, technicians and suppliers, very few tell me they want more viral dance videos. What they want is content that provides value. Technical insights. Repair techniques. Business advice. Industry knowledge. Real workshop stories.

Content that helps people become better at what they do.

That's the content that serves the trade.

That's the content that builds credibility.

And that's the content that reminds the outside world just how skilled our industry really is.

Because there is another audience watching all of this.

The customer.

What must customers think when they see some of the content being produced by our industry?

Customers place enormous trust in garages and technicians. They trust us with one of their most valuable assets and, more importantly, with their safety. They want confidence that the person repairing their vehicle is knowledgeable, skilled and professional.

Of course, personality matters. Being approachable matters. Showing the human side of the industry matters.

But if social media becomes dominated by gimmicks and trends, does it really reinforce the professional image we want customers to have of our trade?

Or does it risk doing the opposite?

Then there is the issue we all agree is one of the biggest challenges facing the automotive aftermarket today: recruitment.

Every conference, trade show and industry discussion seems to arrive at the same conclusion. We need more people. We need more technicians. We need more apprentices. We need fresh talent entering the sector.

Yet we rarely stop to ask whether the content we're producing is actually helping solve that problem.

If a young person is considering a career in automotive, what is more likely to inspire them?

A video of someone dancing for the camera?

Or a technician diagnosing a challenging fault, working with cutting-edge vehicle technology, mastering EV systems, solving problems and building a successful career through skill and expertise?

The automotive aftermarket offers fantastic opportunities. Modern workshops are packed with advanced technology. Technicians today are expected to be electricians, software analysts, engineers and problem-solvers all rolled into one.

It is a highly skilled profession.

So why don't we show that more often?

If we're serious about attracting the next generation, then surely we should be showcasing the very things that make the industry attractive in the first place: technical ability, innovation, teamwork, career progression and professional achievement.

Because if we want young people to see automotive as a profession, we need to present it as one.

This discussion becomes even more important when we talk about diversity and representation within the industry.

For years, the aftermarket has rightly worked hard to encourage more women into technical and leadership roles. We've celebrated female technicians, workshop owners, trainers and industry leaders who are proving every day that ability, knowledge and professionalism have nothing to do with gender.

That's genuine progress.

But it also raises an important question.

If we're striving for greater parity and recognition, are we always showcasing the right things?

The most powerful way to inspire the next generation of women entering the trade isn't through social media trends. It's through highlighting expertise, qualifications, technical achievements and professional success.

The same principle applies to everyone in the industry.

Whether you're male or female, respect is earned through knowledge, capability and contribution.

That's what changes perceptions.

That's what breaks down barriers.

And that's what demonstrates that the automotive aftermarket is a place where talented people can thrive.

None of this is to say that social media should be serious all the time. There is absolutely room for personality, humour and creativity. The industry would be a dull place without them.

But perhaps we've reached a point where the balance needs reassessing.

Because social media trends come and go.

Today's viral reel is forgotten tomorrow.

The technician who solves a difficult fault, mentors an apprentice, helps a customer or shares valuable knowledge with the trade creates something far more meaningful and lasting.

The automotive aftermarket has always been built on skill, knowledge, professionalism and hard work.

Perhaps it's time our content reflected that a little more.

After all, followers, views and engagement were never the reason this industry exists.

Repairing cars is.

And maybe that's a story worth telling more often.