Opinion: As influencers become yesterday’s trend, will ‘de-influencers’ take their place?

I don’t usually pay too much attention to new trends, but my curiosity was piqued the other day when I heard about something called “de-influencing.” Apparently “influencers,” those people you see pimping products on TikTok and the like, are becoming passé.

De-influencing is becoming a thing, and as of a couple of weeks ago, there were 160 million videos with the hashtag #deinfluencing on TikTok alone.

It’s going crazy out there!

If you don’t know what an “influencer” is, your gen is showing. Generation, that is.

Where it used to be Anne Murray promoting the bank or Mickey Mantle pushing smokes (okay, now MY gen is showing), lately it’s been celebrity wannabes looking for fame by creating videos of themselves trying all kinds of things.

But let’s get real. “Influencer” is really just a fancy word for advertiser. Everybody knows that the successful ones get paid very, very well for promoting stuff: trips, make-up, clothes, power tools, you name it.

The difference is that lots of people don’t realize they are being advertised TO. They just think they’ve seen the latest, greatest thing, and they’ve got to have it.

It’s Slinky! It’s Slinky! Who remembers that?

And there are plenty of companies and businesses willing to pay the big bucks to have these influencers, well, influence. Money, money, money. And lately, that’s what’s changing the game.

Right now, a lot of people, especially the younger ones, don’t have much money. Inflation has become a nightmare.

So in come the de-influencers. They’ve started creating videos telling you what NOT to waste your money on, what NOT to do. I don’t know, this all sounds really familiar to me…

Wait a minute! Now that I think of it, I am the original de-influencer! I must have told my kids a thousand times what not to do. And I definitely said “No!” to all the things they wanted me to buy them. I can confirm that I have been de-influencing since the 80s!

I’m honestly thinking this new de-influencing thing might just be a scam. Maybe the de-influencers just want you to start trusting them before they end up selling you stuff just like the influencers do. More like a “don’t buy THAT, buy THIS” sort of thing.

Whatever.

I’ve never had Tik Tok on any of my devices, but whoever still does is asking for trouble. There are national security concerns, ongoing investigations and bans everywhere. You never know who might be able to access your personal information, so I would suggest you just get rid of it.

There, did I de-influence you? Yep. See how good I am?

Irene Jackson is a guitar teacher, musician and general writer “wanna-be” living in the beautiful city of Victoria, B.C. Her website is at irenejackson.com.

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