The rise of ‘de-influencing’ on TikTok: Why some creators are telling you not to buy

For years, TikTok has been a powerful engine for consumerism. A viral video could send sales of a product soaring – think Stanley cups, cloud slippers, or countless beauty items. But a new trend is emerging on the platform, one that’s pushing back against that constant stream of recommendations: “de-influencing.”

De-influencing isn’t about rejecting all products. Instead, it’s a critique of overconsumption and the often-unrealistic expectations set by influencers. Creators are using their platforms to warn followers against buying certain hyped-up items, pointing out flaws, suggesting cheaper alternatives, or simply encouraging people to assess if they truly need something.

“It’s about being more mindful of your purchases,” explains TikTok creator Ava Williams (@avawilliams), who has gained a following for her de-influencing videos. “A lot of influencers are just pushing products for a paycheck,and people are getting caught up in buying things they don’t need or won’t even use.”

The trend gained momentum in late 2022 and early 2023, fueled by a growing awareness of fast fashion’s environmental impact and a desire for more authenticity online. Creators began to call out products that were overhyped, poorly made, or simply not worth the price tag.

One popular de-influencing tactic is to highlight “dupes” – affordable alternatives to expensive products. This allows consumers to achieve a similar look or result without breaking the bank. Others focus on encouraging viewers to use products they already own, or to repair items instead of replacing them.

The rise of de-influencing has sparked a debate within the influencer community. Some creators see it as a positive force,promoting more responsible consumerism. Others view it as a threat to their livelihood, arguing that it undermines the entire influencer marketing industry.

“It’s a tricky situation,” says marketing expert Sarah thompson. “Influencer marketing is built on trust, and de-influencing challenges that trust. But it also reflects a changing consumer mindset.People are becoming more skeptical of advertising and more interested in authenticity.”

Whether de-influencing is a fleeting trend or a lasting shift in consumer behavior remains to be seen. But one thing is clear: it’s forcing a conversation about the role of influencers,the impact of consumerism,and the importance of making mindful purchasing decisions.It’s a reminder that sometimes, the best thing to do is simply… not buy.

Gene Editing Shows Promise for a Lifetime of Lower cholesterol

A single infusion of an experimental gene-editing drug appears safe and effective for cutting cholesterol, possibly for life, according to a small early study released Saturday.

The study, which involved 15 volunteers, found one infusion of a drug that uses the CRISPR gene-editing technique could safely reduce cholesterol, as well as levels of harmful triglycerides, by about half.

CRISPR Offers Hope for a Lifetime Free of Cholesterol Drugs

A new study shows CRISPR gene editing can dramatically lower cholesterol. It’s a potential game-changer for heart health.

“Rather than a lifetime worth of medicine, we have the potential to give people a cure,” said Dr. Luke Laffin,a preventative cardiologist at the cleveland Clinic. “It’s very exciting.”

The results were presented Saturday at the American Heart Association’s annual meeting and published in The New England Journal of Medicine.

This approach could be a powerful new tool against heart disease, the leading cause of death in the US. People might not need daily statins or cholesterol medication anymore.

Laffin and others stress more research is crucial. They need to confirm these findings and ensure the treatment is safe long-term. But the initial results are incredibly promising. It’s a big step toward possibly curing genetic forms of high cholesterol.

The study involved a small number of patients with a genetic predisposition to high cholesterol. CRISPR was used to turn off a gene called PCSK9, which regulates cholesterol levels. Patients saw significant reductions in LDL cholesterol – the “bad” cholesterol – after a single infusion.

Researchers are now planning larger trials. They want to see if the effects last and if the treatment works for a wider range of people.It’s still early days, but the future looks brighter for those at risk of heart disease.