Blokes of Influence

In the world of social media, a strange phenomenon is occurring. The influence of influencers is waning. It seems the world is nearing its fill of heavily filtered attention-seekers, with their ubiquitous fake lips, subtly trying to sell something. But there's no need to fear the imminent collapse of Instagram and TikTok. And that's because of the rise of anti-influencers: people whose sway – and appeal to multinational brands – actually increases the less they care about what others think of them. Leading the way are two proudly ordinary Aussie blokes. Matt Ford and Jack Steele are known online as the Inspired Unemployed, but in reality, they're very busy making a fortune.

Reporter: Tom Steinfort

Producer: Madeleine Apps