More TikTokers are telling their followers which products aren’t worth the money, or urging them to resist indulging in trends
At a time when consumers are inundated with so-called social media influencers peddling the latest products online, a slew of TikTok users are leveraging their platforms to tell people what not to buy instead.
All told, clips with the hashtag #deinfluencing have racked up more than 150 million views in just a few months. It’s not clear how the trend originated, though one of the first TikTok videos came from a former employee for Ulta and Sephora, who listed frequently-returned products at the beauty stores.
“When it came time to move out, I realized that I had no money,” Pritchard said. “I could barely afford to move out of my parent’s house at the end of that year.”Estefany Teran, 23, said she was inspired to make her “de-influencing” video after her sister-in-law told her she wanted a Stanley cup – a popular 40-ounce drinking tumbler that recently went viral on TikTok. But it was out of stock.TikTok trends come and go, and criticisms of consumerism aren’t necessarily new.
“Influencers will still remain relevant, but one of their major weapons – which is source credibility – is slowly getting eroded unless they do something about it,” Kunar said. Data from the market research company NPD Group also shows purchasing decisions on skin care and fragrance products, in particular, were influenced more by TikTok last year compared with 2021.
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