
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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In 2027, social media influencing, and subsequently commerce, will experience its biggest shift yet, as audience frustration with the saturation of integrity-poor influencers hits an inflection point. Successful brands will shift towards nano creators, next-gen forms of predictive modelling, and new iterations of...