Influencers have embraced the concept of loss of influence. The idea is to discourage overly expensive and sometimes useless products. arrive at a time when influencers are under fire in France: “Here’s everything I won’t buy for you as someone who spends thousands of dollars on health, beauty and hair products but loves to save a little silver. »
@alyssastephanie I love deinfluence ❤️ #deinfluence #deinfluensergang #cult product ♬ original sound — Alice ✨
This video by videographer Alyssa Kromlis on TikTok has received over 5.5 views. millions times on TikTok. She perfectly embodies this new trend of lack of influence in the many stories using this hashtag on the Chinese platform.
Anti-inflationary weapon or a real trend?
What exactly? According to the influencer, this is a form of adaptation to the life that her followers lead. In times of inflation, she doesn’t see herself as offering them overpriced cosmetics when they sometimes find it difficult to get food. It is also a new paradigm in this sector. Quoted by our colleagues at the Huff Post, Americus Reed II, Professor of Marketing, highlights the following: “What we often see in marketing that is deeply integrated into pop culture is a constant pendulum of trend and countertrend; (…) there is a natural trajectory correction to go in the other direction and towards the middle.” Simply put, while influencers are often criticized for their lack of authenticity, these rants in which a videographer clearly explains to his followers that a product doesn’t deserve son the price and the fact that it will not be useful to them is good for them. That doesn’t stop some internet users from criticizing the lack of influence. Also, influencers are always in the game and they are always trying to influence their audience to buy not one product but another. I’m also not sure that all brands are happy to cooperate with an influencer if the latter is too independent and allows himself to criticize the product too harshly. So with too much surf about lack of influence, some content creators can make enemies.
In France, also the loss of influence arrive
Please note that through searching TikTok, we were able to discover that this trend is not limited to the United States. So, the Nastblog videographer posted several videos, including one where she immediately warns: “Don’t scroll because I’ll save you hundreds of euros at Sephora.” This new stop-influence movement has emerged in France at a special time when the bill aims to regulate the sulfur practices of certain content creators qualified as “influencers” and several complaints have already been filed against them.