Content creators are using the power of social media to encourage people not to spend, especially in the current economy. They're called deinfluencers.
Content creators are using the power of social media to encourage people not to spend, especially in the current economy. They're called deinfluencers. Alyssa Barber started her TikTok in 2020 and has more than 140,000 followers.
Her focus is on sustainable living. 'At first, I was a sustainability content creator, focused on reducing my impact and using a lot of reusable products. Then I found out that a lot of these same things that are good for people and the planet are also good for our wallets, and that kind of led me to the deinfluencing route,' explained Barber. Her reels include an 'anti-haul,' where she explains why she is not going to buy a certain product; how to find items at thrift stores; the top products she never buys new; and community swaps. 'I want these videos to feel comforting and disarming, in a way, because I don't want people to be embarrassed that they've bought certain things before, or shameful that they're interested in purchasing maybe a trendy item,' said Barber. 'What I encourage people to do is... think about how you could really use your hard-earned dollars to truly treat yourself.'Barber said she has saved significantly. One year, she gave up buying any clothes, saving her hundreds of dollars, but she was still able to acquire new items through a neighborhood swap. Barber calls that method the 'share economy.' Another reel encourages people to host a gift swap, using presents they received but never used. She suggests you start small. Look in your trash can and the items you throw away daily, like paper towels and plastic bags. She started using more sustainable items and now only spends $99 on disposable cleaning and household products each year. 'There are reusable Ziploc bags that are made of silicone,' Barber said. 'For paper towels, we're also not even just talking about buying rags — you can cut up old towels, cut up old T-shirts that may have holes in them.'Gina Tran is an associate professor of marketing at Florida Gulf Coast University who studies the surge of deinfluencers. 'Social media marketing, and specifically influencer marketing, has become overwhelming for people, and disappointment in their purchases of things that the influencers have aggressively promoted have led to people saying, 'Well, this doesn't really work,'' said Tran. 'Another thing is inflation impacting our lives in many ways. Prices for rent, prices for food, gas, services that we need, have gone up. So these things have impacted people's wallets, bank accounts, and they're thinking, 'Maybe I shouldn't be buying so many things.''Barber still makes money through brand partnerships, but it's through more sustainable products or organizations with similar messages.
Alyssa Barber Certain Thing Deinfluencer Item Price Anti-Haul Movement Way Social Medium Reel Wallet Gina Tran Influencer Marketing Paper Towel Hard-Earned Dollar Wesh Kmnd Deinfluencers Social Media Tiktok Alyssa Barber Sustainable Living Anti Haul Thrift Stores Community Swaps Gift Swap Share Economy Reusable Products Disposable Cleaning Products Paper Towels Plastic Bags Inflation Consumer Spending Brand Partnerships Marketing Wallet Friendly Sustainable Items Money
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