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What de-influencing tells us about the state of the creator economy
As the influencer market grows up, investment in its stars is beginning to evaporate
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This year, the influencer economy reached an even more uncomfortable turning point.
PHOTO: PEXELS
Elaine Moore
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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. It is nothing of the sort.
