TikTok 'de-influencers' want Gen Z to buy less - and more

The trend, called “de-influencing,” is a stark contrast to prior ones like #TikTokMadeMeBuyIt, when consumers were showing off products they purchased after seeing them on the social media app.From our newsroom to your inbox at noon, the latest headlines, stories, opinion and photos from the Toronto Sun.By clicking on the sign up button you consent to receive the above newsletter from Postmedia Network Inc.

At the time, Pritchard was living with her parents to help pay off her student loans. But heeding recommendations from YouTube influencers, who routinely get paid by brands to market products, she regularly went to Nordstrom or J. Crew on her lunch breaks, easily dropping $500 per visit. Most recently, Mikayla Nogueira, a makeup artist with 14.4 million TikTok followers, was accused of wearing fake eyelashes while promoting a L’Oreal mascara in a sponsored video by the brand.

Compared to other influencer-dominant platforms like Instagram and YouTube, TikTok is fairly new to driving consumer behavior. But traction there has driven sales on many items, including books by Texas-based writer Colleen Hoover as well as products that can supposedly give the skin a glistening and plump finish known as “dolphin skin.”Article content

And there might be money to be made in that as well. For example, some products mentioned in popular TikToker user alyssastephanie’s de-influencing videos are listed on her Amazon Storefront, a personalized page on the e-commerce site where influencers earn commission from purchases made using affiliate links. TikToker valeriafride, whose de-influencing video got more than a million views, also has recommendations listed on her Storefront.

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