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 the hashtag #deinfluencing to share products they think are overhyped, overpriced, or simply not worth the hype.They’re suggesting alternatives, encouraging viewers to shop their own collections, or advocating for a more mindful approach to purchasing.
“It’s about being real with people,” says mikayla Toninato, a 24-year-old creator who posts de-influencing videos. “Influencers are often paid to promote things, and people don’t always realize that. I want to give people honest opinions and help them save their money.”
The trend seems to be resonating, particularly with Gen Z, who are known for their skepticism towards conventional advertising and their interest in authenticity. Many are feeling the financial strain of inflation and are looking for ways to be more conscious of their spending.
But de-influencing isn’t without its complexities. Some critics argue that it’s still a form of influencing, just with a different angle. Others point out that even “bad” recommendations can drive traffic and engagement for creators. And there’s the question of whether de-influencing will actually lead to lasting changes in consumer behavior, or if it’s just another fleeting TikTok trend.
Despite these concerns, the rise of de-influencing signals a potential shift in the relationship between creators and their audience. It suggests that viewers are craving more transparency and are less willing to blindly follow recommendations. It remains to be seen if this trend will disrupt the influencer marketing industry, but it’s certainly forcing a conversation about the ethics of promotion and the impact of consumer culture.
The suspect in the shooting Saturday at Brown University that killed two students and injured nine was found dead in a New Hampshire storage unit,authorities announced Thursday night.
The body of Claudio Neves Valente, 48, was discovered beside firearms at a storage facility in Salem, New Hampshire, said providence Police Chief Col. Oscar Perez at a news conference.
Valente was a former Brown student and a Portuguese national, who was last known to live in Miami, Perez said. Authorities tracked the man thru video surveillance that led to a car rental agency in Massachusetts.
Brown University President Christina Paxson said Valente attended the Ivy League school from 2000 to 2001 and studied physics, and he would have spent much of his time at Brown in the building where the shooting took place.
The resolution came as a relief to many on campus and in the surrounding Providence community who endured five days of fear and uncertainty as the investigation foundered with few leads.
“Tonight our Providence neighbors can finally breathe a little easier,” said Providence Mayor Brett Smiley.
The day of the shooting, authorities released the first i## Brown University Mourns Two Students Killed in Shooting, Cancels Exams
Brown University is in mourning following a shooting that claimed the lives of two students, Olivia Cook and Mukhammad Aziz Umurzokov, on December 15, 2023. The university released a statement confirming the tragic loss and announcing the cancellation of all remaining in-person exams for the fall semester to prioritize the well-being of the campus community.
## Remembering Olivia Cook
Olivia cook, a student from Alabama, was remembered as a vibrant and deeply compassionate individual. She was majoring in both French and Mathematics-Economics at Brown. Friends and family described her as someone with “both heart and conscience,” highlighting her dedication to others. Cook actively participated in various activities, including spending time with friends, babysitting, and teaching Bible classes.
Alabama Lieutenant Governor Will Ainsworth expressed his sorrow on X (formerly Twitter), stating Cook “represented the very best of Alabama” and that her future was tragically cut short. A memorial service was held for Cook at the Cathedral Church of the Advent, where she was described as “an remarkable, grounded, faithful, bright light.”
## Remembering Mukhammad Aziz Umurzokov
Mukhammad Aziz umurzokov, a naturalized U.S. citizen who immigrated from Uzbekistan in 2011, aspired to become a neurosurgeon. He was known for his insatiable curiosity and eagerness to learn, even attending an economics review session despite not being enrolled in the class.
Freshman Shane Toomey told Ocean State Media that Umurzokov possessed a remarkable ability to connect with people from all walks of life, seemingly knowing everyone on campus. He was described as someone who could effortlessly transition between conversations on diverse topics. The U.S. embassy in Uzbekistan issued a statement mourning “the loss of a bright future.”
## University Response and Support
in response to the tragedy, Brown University President Christina Paxson announced the cancellation of all remaining in-person final exams.The university stated the decision was made to allow the community to “focus our efforts on providing care and support to the members of our community” and to address the “sorrow, fear and anxiety” felt by students, faculty, and staff. The university is providing resources for counseling and support services to those affected by the shooting.