It’s arguably a response to overconsumption propagated by influencers, and growing cynicism towards sponsored content (sponcon) on social media.
These days, it’s hard to escape the clutches of influencer culture that in many ways defines our digital landscape – from outfit of the day posts on Instagram to paid partnerships with brands and the murky world of gifting. Over on TikTok, there are even now tutorials on how to become an influencer.
Recently though, there has been a tide shift, thanks to the rise of the new “deinfluencing” trend. The hashtag, which has now had nearly 300 million views on TikTok, began with beauty influencers telling their followers which products theybuy. It’s arguably a response to overconsumption propagated by influencers, and growing cynicism towards sponsored content on social media.
Going through the deinfluencing hashtag now, you’ll see two prominent camps of content: on one hand, the trend has evolved from discouraging consumption to recommending one product over another, instead. And while encouraging people to buy less and buy better is a step in the right direction, the critique remains that this sort of content dampens the true goal of the deinfluencing movement.
Cue the second camp of content: individuals reflecting on the ways that social media has skewed our view of what normal consumption habits look like – a refreshing reminder on a platform where copious consumption often reigns supreme . As a 26-year-old – on the cusp between being a millennial and Gen Z – my relationship with the internet began at a time that predates today’s prolific creator economy. I came of age online in many ways, watching the evolution of social media platforms from being a space where you share your life with your IRL friends, to becoming a hugely commodified platform that’s laced with ad space.
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