More and more people are beginning to get tired of the emerging micro-trend of social media and the so-called popular "essential" products, and finally gradually brew a brand-new TikTok fashion trend.
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Resisting excessive consumption sentiment promotes the trend of "de-influence"
In January this year, a new trend called "de-influencing" swept TikTok, and its topic tag #deinfluencing has accumulated more than 200 million views.
The so-called "de-influence" mainly means that more and more social users are beginning to resist things that are considered to be over-hyped or overpriced-similar to the so-called "IQ tax products" to prevent people from spending too much.
Today, the trend of "de-influence" has become popular on social media platforms outside the network, and has spread from beauty products known as "the hardest hit" to all product categories.
For example:
Gamers share what chairs, microphones and headphones they think are not worth the money.
Beauty experts tell users which skin care products to skip.
Sephora employees release makeup products that are not worthy of publicity.
Discuss the wedding planner who is not worth spending in the wedding industry.
At the end of January this year, Mikayla Nogueira, a TikTok beauty blogger with 14.5 million fans, posted a promotional video on her TikTok account with the title "This is my dream eyelash!" And praised this product, and this video has accumulated an astonishing 56.8 million times.
But not long after, someone released a picture of the same telescopic mascara, criticizing Mikayla for using false eyelashes to promote L ‘Oré al’s mascara, and triggered a wide-ranging boycott, which was called the "mascara door".
As a user on Reddit said: "(Mikayla) is just a microcosm of the culture of influencers. They never care whether the products are good or not, but only worship money."
At this point, this trend of resisting excessive consumption has been pushed to a critical peak.
More and more creators are beginning to join this trend. A TikTok blogger with nearly 280,000 fans sent a video to echo this trend and said, "We must admit that excessive consumption is out of control now."
Obviously, high inflation and economic uncertainty make people spend cautiously, and they are not only tired of over-hyped products and influencers, but also start to reduce the purchase of unnecessary products.
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The trend of "de-influence" triggered a wave of consumption degradation.
In fact, the emotional trend of TikTok’s anti-influencers is nothing new. Since the explosion of TikTok platform, the concept of encouraging consumption reduction has always existed, and it has also caused many discussions on the Internet for many times.
Ironically, the original trend of "de-influencing" was to persuade people not to spend indiscriminately, but with the evolution of the trend, some influential people began to publish luxury goods that they felt unworthy, and redirected their followers to other alternative cheap products, which led to the trend that now seems to be more similar to a conceptual trend of "consumption degradation".
Speaking of this, I have to mention another trend of TikTok called #dupe.
The Chinese translation of the word "dupe" means "cheating", but it is also a kind of network slang. In the field of beauty cosmetics, it refers to cheaper drugstore versions of cosmetics.
Today, it is also used to refer to products that are very similar to those of popular brands but cheaper. On TikTok, the number of views of topic tag #dupe also reached 2.9 billion.
The trend of #dupe broke out in 2020. Due to the global epidemic, it was difficult to find jobs and work, and more and more consumers began to reduce their investment in luxury goods. At that time, it was obvious from the viral spread video of Lululemon imitation skirt discovered by TikTok user @Liz Lovery on Amazon and the Mirror Palais imitation skirt video with 1.8 million likes that cheaper substitutes were resonating with young consumers.
According to Google’s data in the last week, in the past 12 months, the search volume of "dupe" is rising steadily. Moreover, the trend data shows that the search for "dupe" is often accompanied by some long tail words, such as Charlotte Tilbury Hollywood Flawless Filter (an expensive concealer that is often sold out) and some brand products.
Therefore, the most similarity between #deinfluencing and #dupe lies in:
Users who wander around the topic tag #dupe TikTok think that a pair of $35 Amazon sweatpants can completely replace the $128 Lululemon sweatpants.
TikTok blogger, who is shouting for the trend of #deinfluencing, is also introducing cheap substitutes for products she doesn’t recommend to fans through this trend.
A TikTok blogger with 160,000 fans @Alyssa Kromeli said in a video:
"As a person who spends thousands of dollars on health, beauty and hairdressing products but likes to save money, I will stop you from buying some unnecessary things. Because instead of spending a lot of money on Dyson curling irons, these Amazon curling irons are just as good. "
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The influence of "de-influence" trend on brand
In the final analysis, the rise of "de-influence" is actually just a microcosm of the trend of "dupe", and it is also another "consumption downgrade" choice for users who can’t afford high-end goods.
But whether it is #deinfluencing or #dupe, it is still a trend that businesses must pay close attention to.
For merchants with high brand premium, this trend will inevitably make brands lose the income of some impulse buyers. However, if we can make good use of this trend, implement new product development from user product feedback and listen to fans’ suggestions, we can also save brand reputation, improve brand trust and enhance customer retention rate.
Small brand businesses that focus on the low-end market and have high cost performance should also have good traffic if they can use this topic trend for marketing. Especially with TikTok becoming a search engine of the Z generation, many times, it is as important for consumers to know "what products to avoid" as to study "what products to buy".
[WeChat official account backstage chat box replies to "Report" and receives the latest "2023TikTok Annual Report"]
Cover/Figure Worm Creativity
(Source: Cross-border Love T Brother)
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