She doesn’t mince words during her TikTok video, which has upped her follower count by a few thousand.
But deinfluencing is a content strategy in itself, according to the Canadian creators, industry and marketing experts who spoke with CBC News.
“Trust is the number one commodity that these influencers have,” Hunichen said.
Deinfluencing is a tool that can build that trust, she added.
“When you have a sales associate say to you that you look amazing in everything you like, maybe they just want to sell,” she said.
“A lot of businesses honest reviews from people that have communities of people who trust what they’re saying,” said Rutherglen.
The industry was worth about $16.4 billion in 2022, with the industry expected to grow to $21.1 billion in 2023, according to a report from research firm Influencer Marketing Hub.
“I don’t think anything’s accidental.
Jess Hankin, a Vancouver-based content creator who earns an affiliate commission from Amazon for her TikTok videos, agreed.
The rush to “deinfluence” viral Internet products began around the same time that an American beauty influencer named Mikayla Nogueira posted a TikTok touting the powers of a L’Oreal mascara.
The Mexican fast food joint paid singer Doja Cat last year to complain about having to write a jingle for their brand on her social media feeds.
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