ITN look into the ‘get rich quick’ property influencers for File on 4…
In The Invincible TikTok Gurus a one-off forty-minute programme for Radio 4 Will Coldwell investigates the new generation of ‘get rich quick’ influencers, known as ‘finfulencers’. Will uncovers the tactics used by some TikTok landlords who sell ‘advice’ and training to people hungry to make fast money on the property market and exposes the tactics some of these influencers use to shield themselves from criticism.
Rachel Parkes, Head of Digital, ITN Productions:
“It was fascinating and enlightening piece of original journalism that we embarked on with Will. The documentary touches on so many cultural points which are extremely important to reflect on – such as the unaccountability of social media and the growing pursuit of financial freedom.”
Thriving in a largely unregulated social media ecosystem, The Invincible TikTok Gurus highlights how the intersection of disinformation, influencer culture and power dynamics, and unchecked behaviour has far-reaching implications for society and democracy.
The documentary was inspired by an earlier investigation by Will Coldwell into property trainer Samuel Leeds, published by the Economist 1843 Magazine in 2024. 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 result in Leeds changing his behaviour. The result, however, was the opposite. Samuel Leeds spun the article to enhance his reputation, amplifying his own name and brand further.
Will Coldwell:
“Samuel Leeds may be the focus of this documentary, but he is by no means unique. The internet is awash with influencers promising quick fixes and easy answers to life’s problems – usually at a price. They deserve scrutiny, but – as we found in our investigation – in the social media universe accountability can be hard to come by.”
Samuel Leeds, who was contacted for the programme, 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.
The programme was executive produced by Rachel Parkes, Head of Digital, ITN Productions and produced by Louise Orchard. It was commissioned by Hugh Levinson, Radio 4 Commissioning Editor.
