
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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The content creator landscape is in flux as digitally fatigued netizens re-adjust their social media feeds with relatability, originality, and simple, human joys in mind. We round up three must-know shifts and how brands can navigate them, including the ‘influencer recession’ ushering in ‘nano’ creators, the evolving AI...