“Deinfluencers” built a following because of their authentic product reviews. Now brands want to work with them.
in New York, often works with aspiring influencers who are looking to make it their full time jobs. Now, she warns them that the old way of accepting any and all sponsorships no longer flies. TikTok users are less tolerant of creators constantly pushing product or their affiliate links like an Amazon storefront.
“Celebrities were very curated and created this persona that we as consumers had no choice but to accept, because that’s the only thing that there was,” she said. “Suddenly now the consumers were the brokers of attention rather than the Hollywood power brokers,” Drenten said. “This desire for authenticity emerged because we were given the option. Social media gave us another choice.”
All of these aspects combined have turned TikTok into a product-pushing ecosystem. Commerce is so enmeshed in the app that half of users turn to the platform to research a new product or brand — and shoppers are nearly twice more likely to buy directly from TikTok than other platforms “because it’s entertaining,” according to Mekanism data.
Consumers are “now saying ‘wait a minute, we see what you’re doing, that the influencers and the brands are in bed together and we don’t like it. We’re the ones that are getting shafted because we don’t know what to believe,’” Drenten said.
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