TikTok ‘deinfluencers’ tap into trend for saving money

Social media content creators are increasingly advising followers against expensive purchases

More and more content creators on social media are rejecting traditional influencer culture and becoming deinfluencers" instead, according to social media experts.

Influencers have historically sold something to users. Whether that is the newest trending lipgloss or the viral it" dress, the products - often available at a discount using influencers' special codes - are perceived to provide a certain lifestyle, one that is aesthetically pleasing and on trend.