the growing success of “disinfluencers” on social networks

On TikTok, Instagram or Snapchat, the videos of “disinfluencers” have an increasing audience. A new fashion, coming from the United States, which consists of criticizing previously acclaimed brands.

Usually, Mathilde KST is not short of advice for fashion or makeup purchases. The young influencer tries everything in front of her 256,000 subscribers on Instagram, a million on TikTok and praises the products on social networks. But a few months ago, the tone changed dramatically. “Tonight we are going to criticize the lousy products together, the ones that I will never buy again”, she says in a video. Brands are cited in turn and pilloried: Yves Rocher, Dior, L’Oréal, Revlon and even Fenty Beauty, the brand created by pop singer Rihanna.

After the “resellers”, who appeared in television messages during Black Friday, the “disinfluencers” are also making themselves increasingly known on social networks. A phenomenon born in the United States and which consists of network stars criticizing products that were previously praised. Enough to worry brands a few days before the sales.

“A ‘disinfluencer’ is above all an influencer”

Carine Fernandez, president of the professional union of influence professions

franceinfo

Mathilde KST is not the only one to have made a spectacular turnaround according to Carine Fernandez,
president of the professional union of influence professions. Above all, she sees this as “a trend”. “It’s just that they are taking the subject in the wrong direction. People like it. Young people on TikTok are riding the wave and making it the majority of their contentshe says. I think it also brings critical thinking to people. This allows them to say to themselves: ‘I’ve been hearing a statement on this subject for months, finally I find myself with content that says the opposite’. And ultimately it’s positive somewhere.”

Influencers divided on the subject

A way of doing things that is not so innocuous but which divides the influencers themselves. The rapper Booba, for example, denounces those he calls “influvoleurs”. A practice which is also not without danger for brands according to Benjamin Grange, president of the Mascaret firm and expert in business communication. “This raises a certain number of questions: could we imagine that brands would pay influencers to trash a particular cause, a particular brand, or a particular category of products?he asks himself. There is danger because if, for example, I want to destabilize this or that competitor that I have my sights on, because I want to buy a particular brand or I want to buy the company, in the United States we is almost there, in Europe not yet.”

It is estimated that last year influencers, and perhaps certain “disinfluencers”, received nearly 30 billion euros paid by brands. It will probably be 10 billion more next year.