“Why did you do it? Forda clout.”
Oftentimes, you’d see this phrase being shared in Filipino social media circles, whether it’s TikTok, Facebook, Instagram, or even Twitter from time to time. While just shortened from “for the clout” and used as one of the most relatable and lowest forms of justification, it makes you beg the question: was it ever a good thing, or was it just an excuse to do silly things online for imaginary internet points and superficial fame?
Behind the Clout
Before even talking about whether clout is beneficial or not, what even is clout?
Like most concepts in this day and age, it didn’t just magically appear. According to journalist Robert Loerzel over on Genius, clout is used for everything—from describing a person’s hollow actions to measuring their sphere of influence.
There’s this sense of shallowness emanating from the concept of clout because, at the end of the day, it focuses more on publicity for the sake of online fame or notoriety. Content gets dumbed down to the point where trends like Skibidi, Rizz, Brain Rot, or whatever Gen Z finds amusing on TikTok become similar to random things you find on Facebook. Think about it: if all publicity is good publicity, then isn’t clout chasing the best way to reach a wider audience?
Clout Chasing Culture
“Clout chasing” as a term started way back, with no clear history, as it popped up on various social media sites in the 2010s. While initially coined as a way to mock attention-starved, would-be influencers trying to make it big, it continues as an action—pursuing clout above all else. You might think I’m exaggerating if I say it’s like yelling at a wall and framing it as something deeper, but even the official definition from Dictionary.com would agree.
Clout chasing culture often involves leeching off successful influencers or relevant trends to climb the social media hierarchy. The methods range from something friendly, like a collab, to something outright offensive, like fabricating drama that never existed. All of this is done for the clout chaser to become an influencer themselves. While it may seem slimy or dishonorable, the fact remains that there are careers stemming from being a clout chaser, and even tabloids operate similarly.
The Follies of Clout in the Digital Age
The rabbit hole goes deeper when it comes to clout. It becomes evident that as long as the internet or being online exists, clout will always play a role for anyone in the digital space. In some circles, clout becomes the basis of one’s self-worth, equating to their sphere of influence.
Imagine being the best version of yourself in the real world, only for certain aspects of your online presence to diminish your value. “Fake it till you make it” becomes the name of the game, and unless thoroughly researched, whatever pops up when searching your name becomes your entire identity.
Clout Chasing Gone Wrong
Delving into clout chasing, forced drama, and manufactured clout can either bolster or ruin a reputation. Let me turn back time to April 2024 and the infamous Taragis Takoyalo April Fools’ prank. Imagine tattooing your forehead for 100 thousand pesos but, in reality, scamming millions in donations—all for the sake of clout. While it generated buzz for publicity’s sake, the orchestrator still took a hit on their socials, and hopefully, their reputation nosedived as well.
Is Clout Really That Bad?
There’s light at the end of the tunnel when it comes to clout—in the content produced. While shedding light on clout, we also reflect on influencers who use their platforms for positive impact. Influencers who educate, inform, or inspire do exist, and while they may be rare, the ones who resonate positively with you are worth treasuring.
Clout as a Clout Chaser
Personally, as a content creator, I, too, dabble in clout chasing here and there. The one positive takeaway from the experience is how it pushed me to go outside, touch grass, try new things, and become more selective with my plans. Time and time again, I hear “NANDITO NANAMAN TAYO SA PINKAMASARAP” and the like. Even if it feels templated, there’s still some truth to the clout and the fun food spots scattered around the metro. It’s up to you whether you’ll get swept up in the clout, but at the end of the day, staying firm in your beliefs is the way to go.
