The rise of the "anti-influencers" [View all]

[NullTuples]

"Will deinfluencing be the trend to kill influencer marketing?"

"Deinfluencing is a new trend in which creators discourage users from indulging in a consumerist lifestyle, and from buying everything that is marketed to them on social media.

The idea behind the concept is that while it is acceptable to buy things we really need or want, we should not feel compelled towards a life of overconsumption simply because of influencer marketing.

The idea rose to popularity in recent times when beauty influencer Mikayla Noguiera posted a review of a L’Oreal mascara on TikTok. In the video, Noguiera praised the mascara for making her lashes look like she had on false lashes. Netizens however were convinced that she had on actual false lashes and many came out to say that they felt cheated despite the fact that Noguiera made it clear that the video was sponsored and that she was not wearing false lashes.

The video sparked many content creators to come out in her defense, openly admitting the need to use grandiose language and tactics to sell a product online. This caused many creators to also begin speaking out against a culture of consumerism and to push 'deinfluencing'."

https://marketing-interactive.com/will-deinfluencing-be-the-trend-to-kill-influencer-marketing

Uh-huh. And if they don't push these products who is going to sponsor them, hmm?

I give the trend maybe another week or two - long enough to hit the mainstream - before people realize they've been had. Again. By marketers and influencers.

(also; watch for de-influencers who set you up, then tell you not to buy product x...because they're sponsored by product z )