Why influencers are facing a pushback

The anti-influencer movement is becoming mainstream by rejecting the “have it” culture of excessive shopping and promoting conscious consumption. Here’s why:

In 2019, Diana Wiebe was engrossed in scrolling through social media when she came across an influencer promoting heatless curling rods. “This was a rod I could sleep on overnight and the promise was to wake up with beautiful curls,” she told the BBC.

This was one of the many products she bought inspired by TikTok, but like several other products, such as skin creams and facial scrubs, she realized she didn’t need them right away. I noticed that there isn’t. “Honestly, the curlers really disrupted my sleep and kept me up all night,” she said, adding, “My hair is naturally wavy, so I actually ended up using too many curlers.” I think so,” he added.

Fast forward to 2025, and Wiebe, who lives in Ohio, is now an influencer herself, but there’s a difference between her and many others. She aims to “de-influence” her followers so they don’t buy things they don’t need.

The content creator, who has more than 200,000 followers on the app, asks questions like “Did you want that item before it was marketed to you?” in her daily TikTok videos, and shares how her clothes are sold week by week and month by month. I remind my followers that it “sells.” It’s not normal. “Carrying” culture A specific type of social media content that originated on YouTube, where creators share bulk purchases (usually clothing) with their followers.

Wiebe is part of a growing movement starting in 2023 that rejects traditional influencer culture. The movement exploded on TikTok, with the hashtag #deinfluencing racking up more than 1 billion views.

Along with hashtags such as “underconsumption core” and “conscious consumer”, they share important messages such as “fast fashion doesn’t make you fashionable” and “underconsumption is normal consumption.” Looking ahead to 2025, Wiebe believes the cultural tide is changing and we have reached “peak influencer.”

“Some of the content from influencers is bait for anger” she says, referring to the internet tactic of posting content to incite anger and increase views. Taco Bell or something,” he said of a video in which the creator shows a Stanley Cup with unnecessary accessories attached.

TikTok has become the default home for influencers, but the app faces challenges. America’s uncertain futureWiebe believes it’s time for change. “I don’t know what the future holds for TikTok, but the impact we’re seeing there won’t happen on other apps,” she says, noting that the mass distribution of content on TikTok compared to other platforms like Instagram He mentioned how popular it is.

Wiebe believes this change stems from increased awareness of what influencers are actually doing (in the UK Laws have been enacted to address this). “When I started seeing more ads on my TikTok timeline, I thought about how many products I had already purchased over the past few years because of influencer reviews,” she says. “Suddenly, we realized that everything, from paid promotional content to the work shared by creators, was an ad. Unlike watching TV, you don’t necessarily recognize it as a commercial. , we watch most of our favorite shows, so it feels like we’re hearing stories from our friends and family. TikTokers we know.”

Most of the online interactions with Wiebe have been positive, with comments like “I wish I had heard this advice today.” But some wonder why she feels the need to meddle in other people’s shopping habits. Wiebe is keen to stress that he is not advocating a “no-buy” lifestyle. Rather, she describes herself as someone who “takes time to think things through before making a purchase.” Her advice is the opposite of the familiar influencer mantra that encourages viewers to “run, don’t walk” to buy the latest products.

This same idea led to Christina Mikaskiw Adopt a more prudent approach to spending. Through her posts on YouTube, TikTok, and Instagram, she aims to help others live a fulfilling life “without going broke.”

Mychaskiw says she knows firsthand how powerful influencers are. “In 2019, I had C$120,000 in student loan debt, but I still went shopping every week. I bought a pair of boots that cost more than my rent, even though I knew I couldn’t afford them. I hit rock bottom. I can afford it.”

The Toronto-based content creator told the BBC she felt trapped in an “Instagram versus reality” cycle. “I had an idea of ​​what my life should be based on my career and what my colleagues were doing.”

This is a topic that Mychaskiw often addresses on his podcast, where he hears from listeners who struggle with both the constant pressure to buy and the disappointment when a product doesn’t meet their expectations. “People don’t feel the value in what they buy anymore. These products just don’t live up to their expectations. It feels like everything is getting more and more expensive, but the quality is getting lower and lower. Satisfaction level is low.”

Michaski doesn’t want people to make the same mistakes he did. At first she became callous about consumption and lived a minimalist life, which she says made her miserable. Since then, she has been coming to the halfway house and pampering herself from time to time, reminding herself to “buy a wardrobe” first before going to the store.

The content creator has now paid off his student loans. Her advice for others? “Take your hands off your phone. If you’re constantly scrolling and consuming content, you’re more likely to succumb to subliminal messages,” she says. “Put down your phone, touch the grass, play with your wardrobe and create fun looks with what you already have. Maybe you’ll realize that what you have is enough. ”

According to the stylist Lucinda Graham Continuing to consume fast fashion not only has a negative impact on the economy and the environment, but it also has a negative impact on personal style. “Think of it like cooking,” she told the BBC. “Quick food can be delicious, but it can’t compete with food that takes more than 48 hours to prepare. The same goes for fast fashion and carefully selected wardrobes.”

Graham advises those finding their style to be patient. “To develop your personal style, you need time to develop and experiment with the same items. It’s also important to buy what you like and not what trends dictate,” she says. says. “When we are persuaded to buy clothes by influencers, we buy items that represent someone’s lifestyle and try to imitate that person’s life, but that doesn’t add up to a practical wardrobe. .”

Graham’s approach means he’s cautious about new purchases and values ​​”aging” his clothes over time. “I have a jacket that I’ve owned for six years and I love styling it,” she explains. “There’s something nice about seeing clothes change.Used carpenter jackets and distressed Carhartt pants are all the rage right now, but instead of buying them at a vintage store, it’s nice to buy one.” Why not let it age slowly?”

She says the same goes for trends. “Fast fashion is never authentic. If you look at indie fashion, for example, those classic styles come from people who truly live that lifestyle, not from buying ripped jeans online. ”

“The key to breaking that cycle and finding what you love is to stop making small impulse purchases and make more intentional purchases.”

It remains to be seen whether the move to eliminate influence has an impact on brands. We know that the online giant: Asos, boohooand Pretty Little Thing In recent years, it has suffered from declining demand and changing consumption habits. But remember, many timelines are still full of influencers. In 2023, the global influencer marketing industry is estimated to be worth $21.1 billion This year, the scale is more than double compared to 2019.

in Aja BarberIn their opinion, content creation is still considered an aspirational profession and we have not yet reached ‘peak influencer’. Barber is the author of the book “Consumed: On Colonialism, Climate Change, Consumerism, and the Need for Collective Change.”; She thinks the de-influencer movement is helpful, but believes the conversation needs to be offline to change the way people spend.

The author, who is also a contributing editor to Elle, says we all have a role to play. “From billionaire company owners to influencers to us as consumers,” she told the BBC. “I contacted a postal worker on social media and he said he delivered Shane’s parcels to a house 17 times a month.”

Almost a century has passed since the 1930s, when women became active. He owned about 60 items of clothing.and purchased 5 new items each year. Reflecting on the changing situation, Barber said, “The goal is to sell as many products as possible. We need to understand that.” That’s not true. ”