NEWSLETTER
According to social media experts, more and more content creators on social media are rejecting traditional influencer culture and becoming “disinfluencers.”
Historically, influencers have sold something to users. Whether it’s the newest lip gloss or the viral “it” dress, the products, often available at a discount using special influencer codes, are perceived to deliver a certain lifestyle, one that is aesthetically pleasing and it is fashionable.
However, a different kind of viral trend is taking hold. Content creators are removing influence from users, giving advice on which promoted products aren’t worth it or outright telling them what not to buy.
Bita, or @bbybeets, 25, posted a video on TikTok listing items she couldn’t be swayed into buying because they “just aren’t affordable.”
In the video, which has had more than 58,000 views, Bita says people on an average salary can’t afford items like the £95 Ugg Tasman slippers and Apple AirPods Max headphones, which cost around £550, but feel pressured to buy them to stay. in trend.
“All the brands I mentioned charge hundreds of pounds per item,” he said. “To buy a lot of these fashion items, you would have to have a certain income, and most people don’t, and that includes me.
“I personally love the brands that I showcased. It’s more that I’m reminding my audience that it’s not really normal to have those things. It is a privilege and a luxury”.
On TikTok, the hashtag #deinfluencing has more than 159.6 million views. The popularity of the trend is driven by the moment and people are getting tired of being told they have to constantly buy something, according to Jago Sherman, chief strategist at social media marketing agency Goat.
“We have reached a point of critical mass when it comes to consumerism,” he said. “People are a little sick of going on social media and being told, ‘You need this and this,’ especially with the cost of living.”
For Valeria Fridegotto, 22, a student and part-time content creator living in Chicago, Illinois, the economic climate prompted her to make a video about products she believes are overpriced.
“With the economic climate in the US, people are more careful about what they spend their money on,” he said. “I feel like they are naturally drawn to people who discourage them from buying really expensive items.”
Fridegotto named the Olaplex shampoo and conditioner, which cost around $60 (£50) for the set, the Charlotte Tilbury Beauty Light Wand (£30) and the Dior Backstage Rosy Glow Blush (£31) as products “not worth the exaggeration”. have been given by other content creators. His video has had more than 1.3 million views and hundreds of comments.
TikTok’s algorithm “can be independent of followers,” so users with a relatively small number of followers can go viral, fueling the trend, Sherman said.
“Controversial statements are the ones that get the most engagement because people comment,” he said.
“A great influencer, spontaneous, is less likely to start a ‘disinfluence’ trend. This trend would have been started by many small content creators and has essentially trickled down to the bigger influencers, because small creators have less to lose by maligning products.”
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The success of de-influencing feeds into the larger “eat the rich” narrative seen in the media in movies like The Menu and TV shows like The White Lotus, said Paul Greenwood, head of research. and knowledge of the social media agency We Are Social.
“We’ve seen a lot of creators take this expert approach to save money,” he said. “They will talk about the value of the product, if you can get it cheaper elsewhere, if you can buy different products that do the same thing.
“They know their audience better than anyone, so if they know their audience is feeling the pinch, they’re going to react to that to try and stay on their side.”
While some users in the comments below Fridegotto’s video shared their views on the products, he said he’s concerned that his candor could backfire in the future. “In a perfect world, we’d like to think brands would take it as feedback, but I’m afraid it could hurt any potential collaboration.
“I’ll keep letting people know, ‘Hey, I’ve got this viral thing,’ because there will still be viral products, but I’ll let them make their own decision,” he said.
For Sherman, this trend is going nowhere. “My perspective is that another word for this is ‘honest’ review.
“There have been some people who have said, ‘Is disinfluencing the end of influencing?’ To which I reply: ‘Disinfluencing is influencing’, it’s exactly the same thing,” she said.
“I don’t see any reason why six months from now it won’t still be around.”
