In today’s world, online marketing has become one of the most powerful tools for reaching and influencing individuals. Algorithms are designed to deliver personalized content, and while this can be convenient for some, it can also lead to confusion and even harm for others—especially older adults who may not be familiar with how these platforms work.
As a Daily Money Manager, I have witnessed firsthand the emotional and financial toll these tactics can take on unsuspecting individuals. Today, I want to share a story about a client of mine—let’s call her “Helen”—to shed light on how online content can mislead, and to provide actionable steps to protect yourself or your loved ones from similar experiences.
Helen’s Story: A Heartfelt Journey Turned Misguided
I was sitting one day talking to Helen, a sweet and spunky woman in her late 70s. She had recently lost her husband of over 50 years. Alone for the first time in decades, Helen had confided in friends about her loneliness and how much she longed to meet someone who could share her deep faith and zest for life.
Helen found solace in her faith and took an active role in sharing it with others. Naturally, this became the foundation of what she desired in a companion. Determined but wary of traditional dating avenues, Helen turned to a place many people go when we’re searching for something: YouTube.
Helen spent hours every day watching faith-based, inspirational videos to fill her time and keep her spirits up. The videos offered messages of hope, affirmations that she would find love again and overcome loneliness.
Here’s where things took a troubling turn. Helen began to believe that these videos were divine messages from God, handpicked just for her. The “Recommended for You” section felt deeply personal, almost as though God Himself was communicating directly with her.
This misunderstanding left Helen in a state of growing disappointment. Day after day, she waited for a phone call, an email, or a knock at the door that never came. Instead of feeling uplifted by the content she consumed, she became increasingly isolated, her hope turning to a sense of hopelessness.
Understanding the Algorithm: It’s Not Divine
What Helen didn’t understand is that online platforms like YouTube are driven by algorithms that use artificial intelligence to recommend content based on individual behavior. Every video Helen watched, every word she searched for—even on other devices and platforms, and even every conversation she had and prayer she prayed near her device contributed to the algorithm’s ability to predict what she might want to see next.
While these algorithms can feel magical, they are far from divine. Their sole purpose is to keep users engaged, clicking on their videos and spending more time watching them.
Why would they do that, you ask? The answer is as old as time: money. The people who post the videos make money from advertisers. Advertisers pay more for people and videos that have more clicks and where people spend more time watching.
Helen may not have been financially scammed by these videos, but she was being emotionally scammed. Instead of receiving healthy emotional support to deal with her loneliness constructively, she became reliant on content designed to keep her “hooked” and coming back for more, because each click and each minute of viewing made them more money.
In Helen’s case, the people creating the videos just made money from her increasing loneliness and disappointment. However, many people also fall prey financial scams this same way… from videos or other content that earn their trust this same way, and then convince them to give their money away as well.
The inspirational messages Helen received weren’t orchestrated by a higher power—they were simply the byproduct of data analysis and marketing strategies. In fact, they were likely mass-produced by AI, specifically programmed to prey on vulnerable people who are lonely.
Empowering Helen with Knowledge
When Helen shared her situation with me, it was clear that her reliance on these videos had taken an emotional toll. As I explained to her how online algorithms work and how devices can “listen” to conversations to tailor content, a lightbulb started going off in her mind.
Helen was disappointed at first, because she wanted to believe these messages so desperately. But as time went on and she understood how they work, she started to be able to see them for what they were… marketing meant to prey on her vulnerability and loneliness.
Armed with this newfound knowledge, Helen took steps to regain control over her life. She reduced her screen time, reconnected with friends and her faith community, and even explored local events where she could meet like-minded individuals.
Over time, Helen found a renewed sense of purpose and a healthier relationship with technology.
How You Can Protect Yourself and Your Loved Ones
Helen’s story is a powerful reminder of the need to understand how online marketing works, especially for older adults who may not be familiar with today’s platforms. Here are a few tips to help protect yourself and your loved ones:
- Educate Yourself on Algorithms
Understand that platforms like YouTube, Facebook, and Instagram use algorithms to recommend content based on your behavior. This is not divine intervention—it’s data-driven marketing. - Limit Data Collection
Review your device’s privacy settings to limit the amount of data it collects. Turn off permissions for microphones, location services, and app tracking when they’re not needed. - Take an Interest
Check in with your loved ones, especially those who are elderly. Recognize that loneliness is a very common issue with seniors. Find out what they do for fun, entertainment, and companionship. - Have Open Conversations
Talk to elderly family members and friends about how online platforms work. Share stories like Helen’s to help them recognize the potential pitfalls of blindly trusting online content. - Promote Offline Engagement
Encourage activities that don’t involve screens, such as joining clubs, attending community events, or volunteering. These interactions can provide real, meaningful connections. - Be Wary of Over-Personalization
Remind loved ones that personalized content, while convenient, is not always accurate or trustworthy. It’s important to question the source and intent behind what they see online. - Limit Financial Risk Exposure
If you feel that you or someone you know may be vulnerable to this type of marketing, it is a good idea to put measures in place to protect your finances. Consult with a Daily Money Manager or Elder Care attorney for options that would work best for you.
Protect Yourself and Your Loved Ones from Online Marketing Scams
Helen’s story has a hopeful ending, but not everyone may be as fortunate. By sharing her journey, we can help others avoid similar misunderstandings and disappointments. The online world is a powerful tool, but it must be navigated with knowledge and care.
As a Daily Money Manager, I’m committed to empowering individuals to make informed decisions—whether they involve finances, technology, or everyday life. If you or someone you know could benefit from guidance in navigating today’s digital landscape, reach out for a free consultation! Together, we can ensure that the tools meant to connect us don’t end up isolating us instead.
With a little education and a lot of compassion, we can create a safer, more understanding world for everyone—especially those who might feel left behind in this fast-paced, digital age. Let’s work together to turn technology into a source of empowerment, not confusion.
Have you or a loved one been emotionally or financially scammed by online marketing? How did you address the situation? Share your experience with our readers in the comments!
Check Out These Related Resources
- Recognizing Signs of Elder Abuse
- Set Up For Success: Getting Started Managing Aging Parents’ Finances
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