Why do normal people cosplay influencers on social media?

Like it's their job. Constantly posting content. Reviewing things, doing bits as if they're going to go viral, setting up photoshoots, editing their selfies for hours, etc. But the crazy thing is, I get the feeling like they aren't actually trying to become influencers (which I wouldn't judge that choice, don't get me wrong) but it's more like they consume influencers so much that they think that is how social media is supposed to be used?? It's insanely cringey and odd behavior to me idk