They influence the people watching them.

So they have no influence except for the ways that they do?

They pander to the less informed, shove confirmation bias into everything, and pretend to sound like an 'expert" on what they spew. Basically a con artist. And they really want to be famous, but have zero talent. Again, con artist.

it’s actually already a sales term in ABM - you have the decision maker, blocker, influencer, end user/stakeholder etc

the term has been around longer than the internet