De-Influencing Is The New Trend

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by Samuel Pordengerg Feb 15, 2023 News
De-Influencing Is The New Trend

It wasn't long ago that influencer marketing wasn't considered a career choice. Laws and regulations have been put in place for influencer marketers.

Some people are being investigated for their involvement in scam and other people are being investigated for other wrongdoings. There is more to come. People are being encouraged to think twice before buying certain products on TikTok. The age of the de-influencer is about to start.

What is "de-influencing"?

It's time to say goodbye to the people who tell us what to buy, what to wear, and who to watch. The #de-influencing has been used by the TikTok community since the beginning of the year to express their unhappiness with the people they follow on social media. This term has been viewed over 150 million times on the platform. It is very popular in the beauty and lifestyle communities.

The purchasing decisions of communities of followers are influenced by the influence of influential people. According to a 2020 study, more than a quarter of the general population has bought something based on a recommendation. The figure goes up to 42% for Generation Z.

Their power seems to be in danger recently. Their followers know more about the marketing strategies used by them. As they become more aware, they are becoming more vocal about not being deceived. There is a new wave of TikTok videos that criticizes people.

Ordinary users are taking the lead 

The videos that feature "content creators" or "ordinary users" set out to find out the truth about the products that were used by celebrities.

Some of the "useless" products that are recommended for purchase in a series of videos are Apple AirPods Max and 25 perfumes. Hundreds of thousands of people watch her videos.

Some users suggest cheaper alternatives in the comments, while others admit to buying things they didn't need. There are many videos in this area. Some people make projects out of purchasing products recommended by other people and then critique and deconstruct their lack of utility with no restrictions.

According to Kahlea Nicole Wade, a brand collaboration coach and content creator, de-influencing is about trust and regaining power.

Influencers are now urging people to take responsibility for what they purchase 

People are being urged to take responsibility for their actions. One of them is Coline, who lives in France and has over 400,000 followers on the photo sharing app.

"When did we start telling people not to do things on social networks?" In one of her recent videos, she argues that followers are solely responsible for their own purchasing decisions and that they should consider their own needs and tastes when buying something.

The issue of free will is important in this area. Many de-influencers are telling other users what to do because of the criticism they receive for encouraging their followers to consume too much. This is also a way of getting people to do something. Critics of the new TikTok trend point out that not all messages are meant to reduce consumption.

Is this something you think about? In the comments, tell us what you know.

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