De-influencing: the trend towards sincerity in social networks
The trend now is for those who debunk products rather than praise them. While marketers and brands are losing reputation, money and hair from this, the hashtag #TikTokMadeMeBuyIt has already received more than 40 billion views.
The trend originated back in 2021, when the whole world was outraged by the Chanel advent calendar for $825, which included only samples and stickers. At first, the brand tried to defend itself and complained about the first disappointed blogger who filmed the unboxing, but then they had to repent. “TikTok is the consumer’s guide to the checkout,” said Krishna Subramanian, head of the influential agency Captiv 8, which connects brands and influencers using artificial intelligence that analyzes social networks. But with the developing deinfluence, it will no longer be easy to impose unnecessary purchases and services. Ordinary Peeling Solution serum, Better Than Sex Too Faced mascara, Olaplex shampoo, advertised by beauty hackers, have already suffered from the trend. Buyers are returning funds to the store en masse. The serum exfoliates the skin until it burns, the mascara flakes off, and the Olaplex dries out the hair.
I will add from myself. Dr. Obagi and his cosmetics did terrible things to my generally problem-free skin for six months, trying to get to baby skin. I walked around with a red face that was painful to touch. The doctor did not respond to my complaints. He assured me that soon I would see this incredible baby skin. And I believed, hypnotized, and obediently carried $1500 to Obagi’s cash desk every month.
In Russia, too, there is a case of de-influencing - bloggers frayed Oksana Samoilova’s nerves by exposing her cosmetics. It turned out that Oksana, under her beauty brand, sells products identical in composition to very cheap ones for incredible money. True, this did not stop her from earning millions of rubles from this. I wonder what marketers will do with the new sincerity of bloggers and how much it costs. Usually it is always much more expensive.
Author: Yunia Pugacheva
