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Even if many pretend it doesn’t concern them, almost all internet users have been in some way influenced. TikTok, Instagram, Twitter, Twitch, Facebook, YouTube but also websites, including the same Wiredare teeming with experts suggesting what to buy and why we should right away. In this incredibly saturated and publicity-packed environment, it was inevitable that many were burnedafter being let down by a hair mousse that leaves your hair sticky, an exciting new board game that turned out to be so boring, or a low-calorie snack that doesn’t taste anywhere near like french fries.
The rise of de-influencing
And this is where i come into play de-influencers, which have started to depopulate on TikTok since January. While the influencers try to convince you why you have need of a productde-influencers do just the opposite: “Don’t buy Ugg Minis. Avoid the Dyson Airwrap. Stay away from Charlotte Tilbury’s highlighter. Hands off the Stanley Cups. Don’t buy Colleen Hoover books. Don’t spend money on AirPods Max“, sentences a content creator in a video posted on TikTok posted on January 23 which garnered 57,000 likes.
“As with the negative reactions to photoshopped magazine ads and the abuse of facetuning for selfies, people can’t take it anymore“explains Charlotte Palermino, 35, CEO of Brooklyn-based skincare brand Dieux. The entrepreneur isn’t surprised by the rise of de-influencing: “Being bombarded with suggestions is tiring. Being told that every product is miraculous is tiring”. There global recession in place already has had repercussions on how advertisers relate to influencer campaigns, because when the cost of living is higher, the public is more annoyed by the ostentation. However, the de-influencing it wasn’t just triggered by the current economic situation: it’s one reaction to the way TikTok has changed.
“A few years ago TikTok was authentic because it wasn’t serious – claims Palermo -. Brands weren’t investing much in content creators and so it was just a fun space where there was no pressure, while now the pressure is sky high”. In November 2022, the TikTok Shop, a feature that allows users to make purchases directly on the app without being redirected to an external retailer. If creators embed links to Shop products in their videos, they earn a commission. Naturally, the “must-have” products are popping up everywhere on the app.
Hypocritical trend?
Since influencers make money by recommending products and many appreciate the attractive packages #gifted crammed with expensive new products donated by brands, you might think companies fear the de-flu trend. It’s actually not like that. Palermo itself is a “skin fluencers” with over 267 thousand followers on Instagram. “I have an avalanche of products staring at me from the bathroom and I use the same five every night”, she says. The entrepreneur hopes that de-influencing will prevent creators from tying their identity to the items they buy, but like many others on the net, she has already noticed something strange: “De-influencing is already turning into influencing”, dive. Alyssa Kromelis, for example, is a 26-year-old marketing consultant from Dallas who made a popular video Of de-influencing: By regularly producing clips on the trend she went from 30k to 123k followers.
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