by By Karrigen Hanson
The world of posh influencers sprinkled with luxury hauls seems to be dwindling as Americans face an economic recession. The unrelatable nature of TikTok influencers loses its charm as more and more people struggle to keep their jobs or put food on the table. To be quite frank, who cares about Mikayla Noguira’s “long” day as a 9-5 influencer. It’s hard to see the charm in a PR box opening when purchasing these items don’t fit in your budget. Enter: The De-influencing Effect.
The internet’s current obsession with the sophisticated and effortless style of Sofia Richie or Paige Lorenze’s take on the coastal cowboy aesthetic feels like fashion whiplash for us mere mortals trying to stay up to date on current trends. This “walk not run” tactic on every viral product promotes over-consumption—leaving a dent in both the environment and American wallets. Influencers must adapt to the changing circumstances and here’s how.
It is the year of the “dupe.” Reaching more than 4.1 billion views on TikTok, creators are reaching for Amazon finds at a quarter of the price. If this wasn’t a sign of the times, trends for embracing natural hair color and clothing without logos is. Ditch the aesthetic of a brand name piece and look for a product of equal quality but a fraction of the price.
Experts predicted a decrease in ad spending—specifically in influencer campaigns. A tip for influencers: continue talking about the economy. It doesn’t do you any good to ignore it. It’s not fearmongering; it’s a shift in mood for consumers across the country, and your job depends on it. Address the reality of the situation within the country and approach it with empathy. While influencer marketing is a big part of the future of communicating with audiences, influencers must react and pivot to economic headwinds.
Taking ownership is another huge part of the De-Influencing campaign. Take ownership over your work and the metrics you are producing. Stop blaming the algorithm or a poor partnership. If you are growing a business–which may be yourself—it is not about chasing the next new deal. It is about ensuring the products and partnerships you are working on are lasting and authentic.
Again, still emphasizing the optimistic future of influencer marketing, the narrative needs to switch in order for influencers to stay relevant to the common social media consumer. Like any business, market shifts call for narrative changes. When everyone engages in a passive conspiracy that nothing has changed and creators promote a false story, the people that suffer in the end ultimately are not the people that are sharing these falsities, but everyone else. We become engulfed in a war on authenticity. When debating the truth versus narrative, creators need to take the side of truth to curate loyal audiences.
The moral of the story is aesthetics are bogus and near impossible for the everyday American to keep up with. For now, influencers need to shift their sales strategy and focus on keeping their current follower base. Accept the reality of the economic crisis and react accordingly.
Great take on this influencer culture!
I really enjoyed your writing on this topic! I’ve been loving the de-influencing trends online lately, and I think this shift in attitude is extremely needed. A known side effect of social media is overconsumption, and I’ve certainly been influenced to buy products that I don’t need in the past. I agree with your point that aesthetics don’t matter, and I’m definitely rooting for influencers to move toward more authentic, relatable content online.
I really enjoyed reading your post! I completely agree with your thoughts on the de-influencing campaign. I also think the “run don’t walk” tactic on every viral product promotes over-consumption. The use of the term itself is overused by influencers. Hauls on social media platforms such as Tik Tok, show a clothing item or beauty product with the caption “run don’t walk,” implying that the viewers need the item and if they wait it’ll sell out. From personal experience, I feel like the fear of an item selling out is what causes a lot of impulse buying. I agree that the online shift from influencing to de-influencing products is much needed. I think if influencers share fewer hauls, and only the products they truly love it will help the problem of over-consumption.
I wrote a similar blog about this and I think you brought a great perspective. I think it was interesting how you mentioned that everyone’s feeling a bit fatigued from seeing the “perfect” lifestyle being shoved in our faces and how mediocre expensive products are being promoted. I think that influencers being honest and open about what products actually work for them can help build trust with their viewers.
Thanks for your perspective on this topic! Especially with Sophie Richie’s wedding, I’ve been noticing more online chatter about fashion and wealth, so I am glad you tied that into this blog. I think de-influencing is such an interesting concept because these creators are still influencing the purchase or lack thereof of the audience. I found it interesting to hear your perspective on current consumerism. I think there is room for relatability and interest among creators that don’t rely on any product use.
Awesome take! I love it and agree. I don’t look for aesthetics or things like that in creators. Most of the creators I follow are off the beaten path, not mega huge (a couple are). Like others, I value authenticity. That also factors into the type of content, and not those ads that are clearly ads and not cleverly written skits or the like. I am curious to know the statistics on how many people buy things that these creators promote.
I really enjoyed reading your blog post, you’ve captured the current sentiment perfectly when it comes to posh influencers and their seemingly unrelatable lifestyles. The idea of the ‘De-influencing Effect’ is fascinating and so relevant in these times of economic uncertainty. I appreciate your focus on affordable alternatives and the shift towards embracing authenticity. It’s refreshing to see influencers acknowledging the economic crisis and adapting their strategies accordingly. Your emphasis on taking ownership and cultivating lasting partnerships is a valuable reminder for influencers to prioritize quality over chasing the next big deal.
I love your thoughts on the act of de-influencing. I have a friend that will try and buy every single TikTok viral item. And I jokingly tell her every time how shes so easily-influenced. But it’s true! So many people, especially young woman, are SO easily influenced by influencers, to the point that they will spend money they don’t have, or only use the item they bought once. Trying so hard to fit the “aesthetic” mold that TikTok (and all social media) creates.
Karrigen,
I completely agree with your points here. It makes me think of how social media “micro-influencers” were supposed to be valuable tools for marketers. Now, when I see someone with less than 1,000 followers receiving 20+ PR packages filled with products I could never dream of affording, all I can see is the ridiculousness of it and the waste of it. It makes me realize that the products brands are promoting are actually worth so little (and are just price-marked up by 1,000%) that they can afford to give boxes and boxes of it to people with the smallest of platforms. I just see all of it as too much: too much waste, too many products, too many influencers. De-influencing becoming popular and showing that not everyone needs that much of anything is vital, and I really appreciate the trend.
Hi Karrigen!
I loved your insight on the topic of “de-influencing.” I think this is so interesting now because every time I scroll and watch all of these influencers on social media post new content, it is all with brand new products that the average person cannot afford to maintain. When you said, “While influencer marketing is a big part of the future of communicating with audiences, influencers must react and pivot to economic headwinds,” it made me think about how influencers have to be self-aware of economic and societal situations in order to stay relevant and relatable.
This blog brings up a thought-provoking topic about the changing dynamics in the world of influencers during an economic recession. It’s commendable that the blog acknowledges the challenges faced by everyday Americans and encourages influencers to adapt their strategies accordingly. The concept of “De-influencing” and focusing on affordable alternatives demonstrates a thoughtful approach to staying relevant and relatable to their audience. The emphasis on authenticity and taking ownership of one’s work is inspiring. Overall, this blog provides valuable insights and practical advice for influencers to navigate these uncertain times. Thank you for sharing this thought-provoking perspective!
Hey Karrigen! Firstly, your hook was quite funny. I really enjoyed your hot take on this trend, as I completely agree. Everyday influencers are becoming corporate pawns, shying away from a Gen-Z value of brutal authenticity. It is a turn the recession and I think a transparent TikTok will reach even the most recognizable of brand board rooms.