The Invincible TikTok Gurus

A deep-dive into the new generation of get-rich-quick gurus and the social media smoke and mirrors some use to shield themselves from criticism. This investigation uncovers the tactics used by some TikTok landlords and online ‘finfluencers’ who use the promise of property riches to sell advice and training to people hungry to make fast money and break free of the rat race.

Thriving in a largely unregulated social media ecosystem, it highlights the intersection of disinformation, influencer culture and power dynamics, showing how unchecked behaviour has far-reaching implications for society and democracy.

When journalist Will Coldwell wrote a long form article about his investigation into property trainer Samuel Leeds, he had hoped that highlighting some of what he saw as the guru’s hard sell tactics and sharing the stories of some of his unhappy customers might lead to him having to change his methods.

But Samuel Leeds, ever keen to tell his own story, co-opted the article and claimed it as a victory - amplifying his own name and brand further.

The report incorporates a full response from Samuel Leeds - who strenuously denies using hard sell tactics or that he seeks to suppress criticism – and maintains that his methods are legitimate and work for his many happy customers.

This is the story of the immersive power of the influencer ecosystem and the invincibility of the personalities that dominate it. It is a story about the limitations of traditional journalism to cut through the content. It is a story about why this investigation isn’t going to work.

Producer: Louise Orchard Presenter: Will Coldwell An ITN production for BBC Radio 4