2023-06-11 15:30:38
Content creators denounce culture and even influence marketing, which have taken extraordinary proportions since the arrival of social media, advocating instead “disinfluence”.
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They deplore those influencers who promote brands through photogenic individuals and settings, thus giving a “real” side to the company and its products or services.
For them, the materialist trend is no longer fashionable, and gives way to the minimalist movement.
Their message is simple: you don’t need all those items that make you overeat.
The environmental cost of the beauty and fashion industry is too great, they argue. That’s why they choose to talk regarding environmentally sustainable choices.
This idea is gaining popularity among the younger generation. On TikTok, the hashtag #deinfluencing (#desinfluence) has more than 678 million views.
CNN went to meet the “disinfluencers” and here’s what they found.
According to a recent study conducted by Meta, 87% of consumers, especially young people, follow a brand, have visited their website or make a purchase following seeing a product on social media.
Companies pay influencers to promote their products or services “authentically”.
“Disinfluencers” do just the opposite.
Instead, they suggest you rethink your financial habits.
Kris Ruby, social media analyst and president of Ruby Media Group, believes so.
“Instead of saying ‘buy this’ they say ‘don’t buy this’. It’s no different from saying “vote for this candidate” or “here’s why you shouldn’t vote for this candidate”. Either way, it’s a form of influence,” she told CNN.
Mikayla Mains, 28, a content creator from St. Louis, USA, says that “as someone who has always struggled with the ethics of the influencer field, I like to see us take a turn in a different direction.
“While I believe the concept of influencer isn’t bad, I like the idea that we’re taking a step back and rethinking how we consume not just products, but content as well,” he adds. -She.
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