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Who are the disinfluencers, the content creators who go against the grain ?

© Unsplash/Laura Chouette

In just a few years, influencers have taken an extremely important place in the daily lives of Internet users. Their striking power is not negligible. Since last year, their profession, now recognized, has been better regulated in France, and the law of the jungle is well and truly over. Indeed, some content creators have indulged in alarming excesses. But the DGCCRF (general directorate for competition, consumption and fraud prevention) is now keeping an eye on things and does not hesitate to reframe influencers who take some liberties.

Today, French influencers must clearly specify when it is a question of a paid partnership or a commercial collaboration, and must above all ensure the integrity of the product they are promoting at the risk of receiving two years of imprisonment and a fine of 300,000 euros.

It is in this context that the “disinfluencers” arrive. Going against the grain of the influencers that we all know very well, they warn Internet users against those who push them to consume.

Disinfluence, a new trend?

Far from the race for consumerism, disinfluencers mince their words. Where influencers praise the multiple products they receive, disinfluencers do not hesitate to denounce abusive practices or simply put the purchase into perspective: is this product really effective, and do you have any -you really need ?

So, content creators like Nastblog will analyze the product that everyone is talking about on social networks, and give their opinions in complete transparency. These disinfluencers can even go so far as to heavily criticize a product that they consider mediocre, or that they consider to be a scam. The idea is therefore to open the eyes of certain Internet users who easily fall into the trap of influence. It seems that the disinfluence trend emerged after the scam of influencer Mikayla Nogueira, who promoted a revolutionary L'Oréal mascara while wearing false eyelashes…

But behind these warnings, don't these disinfluencers become, in turn, what they denounce ? Because very often, by criticizing a product, they put forward an alternative… If it is often more affordable and effective, it nonetheless remains a slight incentive to purchase. Despite the promotion of more responsible consumption, disinfluencers do not escape through influence. Over time, brands and companies have understood the challenge of this new trend and could reappropriate it.

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Teilor Stone

By Teilor Stone

Teilor Stone has been a reporter on the news desk since 2013. Before that she wrote about young adolescence and family dynamics for Styles and was the legal affairs correspondent for the Metro desk. Before joining Thesaxon , Teilor Stone worked as a staff writer at the Village Voice and a freelancer for Newsday, The Wall Street Journal, GQ and Mirabella. To get in touch, contact me through my teilor@nizhtimes.com 1-800-268-7116