Today it is no longer commercials, but influencers who take the scepter. They determine what we wear, lubricate, eat. In short: what mortals spend their money on. But on social media, a counter-movement is now emerging from ‘de-influencers’ who are doing the exact opposite. Their noble goal: to protect the (financially) vulnerable consumer. “Beautiful packaging or not, it still sucks.”
We live in a world where consumerism is peaking: we are bombarded by an oversupply of personalized content and advertisements that entice us to buy anything and everything. If we look at a cool video from a so-called content creator look, there are often hidden advertisements there too. Because that’s how they make their money.
Influencers are now as influential, if not more influential than commercials when television was our primary technological entertainment tool. And purchases are just a click away. A recent survey from Facebook showed that 54 percent of people bought something in the moment, or after seeing a product or service on Instagram. According to another report, 55 percent did so on TikTok after seeing a brand or product on the platform, on Twitter that figure is 40 percent.
More than 600 euros for headphones?
Influencers have the power to make certain items or products go ‘viral’ on social media. In other words: they make everyone want them, sometimes even to the point that the product is no longer available anywhere. Think of the Dior Lip Glow Oil (35 euros), the Dyson Air Wrap (649 euros), Laura Mercier Setting Powder (43 euros), Gisou Honey Infused Hair Oil (41.95 euros), the Apple AirPods Max (659 euros) , Tatcha The Dewy Skin Cream (69 euros), Ugg Minis (152 euros), …
All products that everyone wanted, but cost an enormous amount of money. But are they really worth the hype or is it just trendy to own them? ‘De-influencers’ try to answer that question. They oppose the influencer culture and do the opposite: instead of telling their followers what to buy, they offer advice on which promoted products are not worth the hype.
“Hey follower, you must feel pressured”
The hashtag #deinfluencing has already garnered more than 200 million views on social video app TikTok. In other words: videos that tell you what not to buy are extremely popular. “You could never ‘influence’ me to buy these things because I really have to watch my money,” said a TikTokker. She points out to her followers how people feel pressured by social media to buy all kinds of expensive items To ‘keep up with the trends’, even though that is sometimes not financially feasible.
Did I miss the memo that suddenly we can all afford things that cost hundreds of pounds?
“Did I miss the memo saying suddenly we can all afford things that cost hundreds of pounds? I’m not going to spend seventy quid on a cream. And I can’t believe you paid for the Apple AirPod Max. I could get them at half price through my company, but even that was too much money for a pair of headphones.”
“This may sound controversial, but I don’t think you need multiple sets of fancy loungewear sets,” says TikTokker @michelleskidelsky, who has more than 77,000 followers. “A refrigerator for your skincare. Why are you buying this?” she asks her followers in another video.
“Just because you put junk in a pretty package doesn’t mean it’s not junk anymore,” @katiehub.org said in a video advising her 910,000 followers not to buy hyped makeup.
Influencer, Rachelle di Stasio with 160,000 followers on TikTok, also uses her voice to give an honest opinion about the products that went viral on social media. Her first de-influencing video was viewed more than 780,000 times. “Put this back on the shelf,” she advises of a $60 Tom Ford lip balm.
Why big influencers prefer not to de-influence
“We have reached a point where the masses have had enough of consumerism. They are tired of going on social media and being told: you need this and this, especially with the current price of life,” said Jago Sherman, head of strategy at social media marketing agency Goat. “Because people can already go viral on TikTok with a relatively small number of followers, the de-influencing trend arose. The controversial opinions get the most engagement because they get the most response.”
Deinflucen and influenza.
“A large, well-known influencer will be less inclined to ‘de-influencing’.” The reason is obvious. Influencers know that they might miss out on big deals with brands and that is usually their biggest source of income. Sherman: “The trend started earlier with several small ones content creators who have less to lose if they put products in a bad light.”
Does this mean the end of influencers and their power over consumers?
“So we see a lot less big ones content creators with such a money saving approach. They talk about the value of a product, whether you can find it cheaper somewhere else or buy something else with the same effect. My perspective is that ‘de-influencing’ is more like an ‘honest’ review.”
“Some people say: does this mean the end of influence? To that I say: de-influencing is influencing. It’s even exactly the same. So I see no reason why both should not be there within six months.”
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