If you make your living telling other people what to buy online, “de-influencing” might sound like a direct threat.
The trend of glossy videos advising users not to waste their money on Dyson Airwrap hair stylers, Ugg Minis, AirPods Max earphones or Olaplex shampoo has been hailed as a challenge to over-consumption and a return to authenticity.
Their reach extends beyond ad campaigns. Ms Emily Hund, author of The Influencer Industry, points out that even the White House employs someone to work with online creators.The youthful sheen of vloggers who documented their lo-fi everyday lives for the sake of it is long gone. An entire generation of popular YouTubers have stepped away.
The most popular YouTuber in the US is Mr Jimmy Donaldson, also known as MrBeast, who uses money from brand deals to carry out spectacularly wasteful stunts, including blowing up a Lamborghini and giving away a private jet. Earlier this month, however, Alphabet reported that YouTube’s ad revenue was down almost 8 per cent in the final three months of 2022 compared to the previous year.
Videos on TikTok are often made while someone takes off their make-up or eats breakfast. Others are filmed as if in a hurry. It is all a performance of authenticity from people who are extremely aware that they are being watched.
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