The Absurdity of Social Media Influence in the Excel Ecosystem

Social media influencers have become a fascinating phenomenon, particularly in specialized fields such as Excel and business software. At its core, social media influence is driven by strategic content creation, where both the subject matter and the presentation are tailored to capture the largest possible audience. But what does this really mean, and who benefits from it?

The Formula for Social Media Influence

The blueprint for social media influence follows a well-established pattern:

• A Catchy Headline: Buzzwords like “Power Query,” “Dynamic Arrays,” “Lambda,” “Python Copilot,” or other trending terms are included to pique interest.
• An Eye-Catching Thumbnail: Typically, the influencer appears in a dramatic pose—surprised, shocked, or animated—to grab attention while simultaneously promoting their persona.
• Targeting the Largest Demographic: Social media influencers are not catering to top management or industry experts. Instead, they focus on novices—those new to Excel or those using it for basic purposes without ambition for deeper expertise. This audience forms the broadest base in any skill pyramid.

The Priorities of Social Media Influencers

Contrary to what many might think, social media influencers in the Excel space are not necessarily invested in the real-world application of their content. Instead, their priorities are:

1. Maximizing Watch Time: Videos are carefully crafted to maintain audience engagement for five to ten minutes—regardless of whether the actual content could be covered in 30 seconds.
2. Building Personal Recognition: The goal is to establish a recognizable name and face so that viewers keep coming back.
3. Driving Subscriptions and Views: The success of an influencer is measured in likes, shares, and followers rather than the practical impact of their content.
4. Aligning with Social Media Algorithms: Platforms reward content that generates clicks, engagement, and watch time, which shapes the kind of content influencers produce.

The Disconnect from Enterprise Use

While influencers focus on attracting novice users, they often neglect the practicalities of Excel use in professional settings. The majority of Excel usage (estimated at 80%) occurs within enterprises, where spreadsheets serve as critical tools for business operations. However, social media content frequently ignores key enterprise-level concerns, such as:

• Enterprise Workflow and Management Needs: Keyboard shortcuts and isolated Excel tricks are largely irrelevant to enterprise users who work within structured business processes.
• Collaboration at Scale: Influencers often present “collaboration” as emailing spreadsheets back and forth, whereas real enterprise environments rely on centralized data repositories and structured workflows.
• Strategic Use of Excel: In management, the focus is on integrating Excel into larger systems rather than treating it as an isolated tool.

Who Actually Benefits?

Given these gaps, it becomes apparent that social media influence in the Excel space primarily benefits the influencers themselves rather than enterprise users. The key beneficiaries are:

• Influencers Seeking Recognition: Many influencers aspire to be acknowledged by Microsoft through the “Most Valuable Professional” (MVP) award, which rewards social media activity rather than real-world expertise.
• Followers in an Echo Chamber: Those who follow influencers often develop a narrow view of Excel, focusing on isolated tricks rather than understanding enterprise-level problem-solving.

The Real Test of Expertise

A meaningful way to assess the effectiveness of social media-driven learning is through real-world challenges. When evaluated against enterprise-level scenarios, many influencer-followers struggle because their learning has been limited to button-clicking tutorials rather than strategic spreadsheet design. Key areas where they fall short include:

• Understanding Enterprise Principles: Effective spreadsheet use in businesses requires knowledge of structured data management and workflow integration, which are rarely covered on social media.
• Problem-Solving at Scale: Enterprise solutions demand a different mindset—thinking beyond individual spreadsheets to how data flows across departments and teams.
• Recognizing Efficient Spreadsheet Architecture: Many influencers fail to teach how to design spreadsheets for long-term sustainability in business processes.

The Bigger Question

At the end of the day, social media influence in Excel raises important questions:

• Is it designed to genuinely help the largest demographic of spreadsheet users in the enterprise?
• Or is it a self-serving ecosystem that prioritizes engagement metrics over meaningful education?

A close examination suggests that despite the overwhelming presence of Excel influencers, there remains a glaring gap in practical, enterprise-level Excel education. To truly bridge this gap, a shift is needed—from click-driven content to real-world expertise that addresses the actual needs of professionals working with Excel in business environments.

For those interested in seeing this contrast in action, I recommend exploring the “Budget Review Challenge” in accounting, which highlights the difference between social media-driven Excel skills and those needed for real-world enterprise applications.

Article by Hiran de Silva. Podcast narrated by Bill.