Kenyan content creator and trader Thee Pluto has weighed in on a long-running debate about why many online traders appear to live lavish lifestyles on social media.
In a video shared on his Instagram page, Pluto argued that the trend did not originate in Kenya. Instead, he said it was adopted from traders based abroad, where displaying wealth has become part of online marketing.
According to him, there are several reasons why some traders showcase expensive cars, designer clothes and luxury holidays on their social media accounts. While some are genuine, he acknowledged that others use the image to mislead potential followers.
“The habit came from traders abroad”
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Plutoo said the culture of displaying wealth online was borrowed from international trading communities before becoming common among local traders.
“This habit came from traders who stay abroad. It is not something that started locally. It was borrowed from traders overseas,” he said.
Social media has become a major marketing platform for forex, cryptocurrency and other online trading educators. Many creators use platforms such as Instagram, TikTok and YouTube to build audiences before promoting paid mentorship programmes, trading courses and affiliate partnerships.
Luxury content attracts attention.
One of the main reasons traders post expensive lifestyles, according to Plutoo, is because luxury content naturally draws more engagement.
He explained that social media algorithms often reward content that sparks curiosity and captures people’s attention.
“It is easier to get likes when you post with a Lamborghini than when you post with a Demio. Social media algorithms reward content that creates curiosity and attention,” he said.
Marketing experts have long noted that aspirational content tends to generate higher engagement, particularly on visual platforms where users are drawn to displays of success and wealth.
Selling a dream
Plutoo also believes luxury content appeals to young people chasing financial freedom.
He said many Kenyan youths aspire to own high-end vehicles such as BMWs or Audis, making such content an effective marketing tool.
“Every Kenyan youth wants to make it. They buy into that dream because they also want an Audi or a BMW. In itself, it is marketing,” he explained.
He added that many traders earn income beyond trading itself. Some sell online courses, paid memberships, trading signals and receive affiliate commissions whenever followers register with recommended brokers through referral links. Others also secure sponsorship deals after building a large online following.
Not everyone is genuine.
Despite defending some aspects of the trend, Plutooacknowledged that not every display of wealth reflects reality.
He said some traders genuinely earned their money through successful trading or related businesses. However, he noted that others hire luxury cars or create a false impression of success to attract customers.
“Some genuinely earned this money. Others do it to mislead people by hiring cars to make it look like they are doing well,” he said.
According to Plutoo, such behaviour ultimately harms legitimate traders because it fuels the perception that the entire industry is made up of scammers.
