Influencers are famous figures on various social media platforms that use social media or influencer marketing to promote certain products or services.
Influencer marketing has become popular in recent years with the massive growth of social media platforms such as Instagram, TikTok, YouTube, and others. According to a Forbes report, online creators and influencers recommending products to their followers using the shopping platform LTK sold $3.6 billion worth of goods in 2022.
However, the trend of influencer marketing or promoting products gave rise to another rising trend called ‘de-influencing’.
De-influencing is a growing trend where influencers are discouraging their viewers from buying into social media trends, especially those that involve buying overpriced products, for instance, the Dyson Airwrap hair styler or the Stanley the quencher h2.0 flow state tumbler, the miracle Pink Stuff surface cleaner, fancy surface scrubs, etc.
Essentially, if influencing convinces people to buy certain products, de-influencing is the opposite in discouraging people from purchasing certain products.
Many social media personalities nowadays have begun requesting viewers avoid purchasing products that they feel are unnecessary. Rachelle di Stasio, a former dancer with more than 160,000 followers on TikTok, says, “Put this back on the shelf.” she refers to a $60 lip balm from Tom Ford.
Liv Markley, a 20-year-old TikToker with 64,000 followers, says, “It’s about taking a step back” from products that are being “pushed as super-trendy” and “really evaluating how something works for me personally.”
However, de-influencing, like any social media trend, has mixed opinions. To gather these opinions, Real Research launched a survey on the rise of de-influencing. Hurry and answer them on the Real Research app from May 30, 2023. After that, you will receive 60 TNCs as a reward.
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