This post originally appeared on Northeastern Global News. It was published by Beth Treffeisen.
Tucked in between videos of friends, family or silly dances and pranks are promoted advertisements, often not labeled, to get users to buy the latest products. A simple scroll through TikTok can garner thousands of videos of everyday people reviewing products from fashion, beauty, fitness, cars and technology.
Behind those reviews are influencers or enthusiasts who post product recommendations, often for pay by the brand, which can skew the critique in favor of the firm.
The newest trend on social media platforms is de-influencing—influencers urging followers to think twice about impulse-purchasing certain cult-favorite products, often in favor of cheaper alternatives. De-influencing is being pushed as an anti-consumption trend, especially as many feel the crunch of their wallets due to higher living costs.
However, experts warn that this fad—which may seem rose-colored by its messaging—is just another marketing scheme.