The development of the Internet in recent times has led to the emergence of influencers as influential people whose content shapes the opinions and attitudes of society and thus become role models for young people. Due to its viral nature, information can reach many users of social networks in just a few seconds, and what is denied such information is accuracy and credibility. Users easily access social networks, and the most vulnerable group is modern youth. Namely, modern youth, although digitally literate, approach social networks naively and follow the trends set before them by social networks. The job of influencer is attracting more and more young people even though they do not understand the seriousness of the obligations behind that job. They need to be told that this is a job that requires a certain amount of professionalism and responsibility. The aim of this paper is to investigate and show how much influence influencers and social networks have on the communication of contemporary youth. Although social intelligence is dependent on digitization and necessary in the modern era, the question arises as to how intelligent it really is, given that the collaboration of influencers and sponsored content leads to manipulation in today's society. With the increase in the number of social networks and their representation, there has been an increase in the number of various comments and posts in which users of social networks express their ideas and views, whether they are positive or negative. Comments whose content refers to the expression of negative attitudes and hate speech through them or incitement to violence directed at a certain group of people have become a frequent occurrence. In view of the above, it is important to emphasize the importance of including all possible mechanisms that would be aimed at preventing hate speech, because the problems it leads to and the consequences it can cause are evident.