Latest fashion beauty products, “fast fashion” clothes, dubious investments. Whether it’s TikTok or Instagram, it’s impossible to browse social media without being constantly bombarded with ads of all kinds.
Ads that go mainly through influencers, these content creators are often paid by brands. A lucrative market that sometimes encourages people to disguise reality by lying about the quality of the products, scams that the French government intends to fight against.
But in recent weeks, more and more videographers have decided to buck the trend. They take the floor not to make another announcement, but on the contrary to criticize fashion products. Your name? the “deinfluencers”.
“You don’t need this”
The concept of “disinfluence” is simple: explain why the products recommended by hundreds of influencers are actually less than amazing, if not outright bad. Like in this video by videographer @alyssastephanie, who lists the flaws of many beauty products considered “cult” among English-speaking influencers: “smelly” conditioner, “overpriced” sunscreen, “awful” mascara “…
The cosmetics industry is precisely one of the preferred objectives of these “desinfluencers”, because it is one of the ones that signs more alliances with influencers.
A way to demystify the words of traditional influencers, and also to fight against the fashion effects maintained by algorithms, which are becoming increasingly important in the purchasing decisions of many users, especially among young people.
Some “desinfluencers” also express an ecological motivation: fight against excessive consumption and unnecessary spending, remembering the expendable nature of certain products. “I can’t believe society is finally admitting that binge drinking is out of control,” videographer @impactforgood exclaims on TikTok.
recover credibility
But some call this approach hypocritical. “Disinfluence” is still a way to exert influence over the audience. And some videographers criticize fad products in order to better recommend “cheat products” – products that are supposed to be cheaper but also effective.
Recommendations that can sometimes be motivated by money, as suggested this tweet : “It’s not ‘disinfluence’ if you offer affiliate links on… *cough* TikTok *cough*”
Criticizing fashion products is also an easy way for a videographer to (re)gain credibility with their audience, by suggesting that they are not completely subservient to the brands that finance them.
If these “desinfluencers” criticize the products, a positive opinion from them will necessarily seem more sincere. Therefore, it can be even more convincing for the public… and more interesting for brands looking for good publicity.
Source: BFM TV
