“A different format of viral trend is being imposed, where these creators give advice on which products are not worth buying. They talk about the value of the justified product or not, if they are sustainable, if they can get cheaper or if other products get the same effect at a lower price, ”he described Mariela MociulskyCEO and founder of Trendsity, to News.
From the arrival of social networks the advertising market of brands was revolutionized. Both on Instagram and Tiktok, the so -called Haul culture was developed. The concept is a specific type of content that originated on YouTube in which an influencer user shows his latest purchases, usually of clothing or personal consumption items, to his followers.
However, for a few years the other face of the coin originated in the same virtual networks. The calls “Disinfluencers” They are a movement that grew from 2023 and rejects the traditional culture of influencers. The subjects who adhere to this trend have exploited in Tiktok with the hashtag #deinfluencing, accumulating more than one billion visits.
“When I started seeing more ads on my wall of Tiktok, I thought about everything I had bought in recent years thanks to the influencers reviews,” he said Diana Wiebe, One of the most prestigious disinfluencer to BBC Mundo and added: “Suddenly I realized that everything was advertising, from promotional content paid to creators who shared their purchases.”
The conscious purchase is the term that advocates the virtual movement, although there is no need to interfere with the consumption habits of other people, the content analyzes the products in a critically based on evaluation indications of benefits and convenience. “I touched back when I bought a couple of boots that cost more than my rent, although I knew I couldn’t pay them,” said the user Christina Mychaaskiw In the British media report.
“It is difficult to determine if the” disinfluencerization “movement is affecting brands. We know what online giants such as Asos, Boohoo and Pretty Little Thing have fought with the fall in demand and changes in consumer habits in recent years. However, let’s not forget that many walls are still flooded with influencers. In 2023, it was estimated that the global influencers marketing industry was worth US $ 21.1 billion, more than double its size in 2019, ”said British journalist Megan Lawton.
Aja Barber, Editor of Elle magazine and author of the book “Consumed: on colonialism, climate change, consumerism and the need for a collective change”; He believes that the disinfluence movement is useful and that everyone must perform it. “In social networks, a mail employee contacted me and told me that he had delivered a fast fashion retailer package on a house in a house 17 times in a month,” said the specialist.
In a market investigation, it was concluded that more than 100,000 million clothing, and more than half end up in landfills within 12 months. Often, the clothing that is not used is exported to African countries, where up to 40% is discarded instead of reselling it, which, according to beneficial organizations, has contributed to water pollution, generating health risks.
Image gallery
