
Published 06 February 2023
Brynn Valentine
Pushing away from consumer-driven content (like unboxing hauls and ‘TikTok made me buy it’ videos) is the new phenomenon of ‘de-influencing’. Currently amassing 93 million views on TikTok, the trend slices through brand-saturated feeds and offers people frank advice on what products are (and aren’t) worthwhile.



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‘Passion tracking’ apps and online platforms cataloguing pop culture interests (e.g. film, books, gaming) represent a surging desire for an alternative to established social media, populated by hobbyist fans seeking depressurised, algorithm-free communion. We decode a scene offering a wealth of audience intel for...