- Influencers have embraced the concept of disinfluence
- The idea is to advise against products that are too expensive and sometimes useless
- This trend comes at a time when influencers are highly criticized in France
“Here are all the things I’m going to disinfluence you from buying as someone who spends thousands of dollars on health, beauty and hair products, but likes to save a little money. »
@alyssstephanie I love influencing ❤️ #deinfluencing #deinfluencergang #cultproduct
This video by videographer Alyssa Kromelis on TikTok has been viewed over 5.5 million times on TikTok. She perfectly embodies this new trend of disinfluence with many content using this hashtag on the Chinese platform.
Anti-inflation weapon or real trend?
What is it exactly? According to the influencer, it is a form of adaptation to the life that her subscribers lead. In times of inflation, she does not see herself suggesting that they buy overpriced cosmetics when they sometimes have difficulty buying their food.
It is also a new paradigm in this sector. Quoted by our colleagues from HuffPostAmericus Reed II, Professor of Marketing, points out: “What we often see in marketing, which is deeply embedded in pop culture, is a constant pendulum of trend and counter-trend; (…) there is a natural course correction to go the other way and towards the middle”.
To put it more clearly, while influencers are often criticized for their lack of authenticity, these rants where a videographer clearly explains to his subscribers that a product does not deserve its price and that it will not be useful do good.
This does not prevent some Internet users from criticizing disinfluence. Besides, influencers are always in the game, and they always try to influence their audience not to buy one product, but rather another.
Not sure either that brands are all happy to collaborate with an influencer, if the latter is a little too independent and allows himself to criticize a product too sharply. By surfing too much on disinfluence, some content creators could therefore make enemies.
In France too, disinfluence is coming
Note that by searching on TikTok, we were able to spot that this trend is not limited to the United States. So the videographer Nastblog published several videos including one where she immediately warns: “Don’t scroll because I’ll save you hundreds of dollars at Sephora”.
This new disinfluence movement comes at a very special time in France where a bill aims to regulate the sulphurous practices of certain content creators qualified as “influencers”, and when several complaints have already been filed against them.
By: TikTok Pte. ltd.
