THE DL ON 'DEINFLUENCING'

A controversial new TikTok trend aims to return authenticity to influencing - or is it merely cancel culture by another name? We ask those in the know to weigh in

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Fon Instagram and (by far the majority) TikTok are rom micro to mega, influencers many consumers' go-to for anything from products and fashion trends to travel and restaurant recommendations, attracting audiences with their personal vibe and supposedly authentic reviews.

It's this authenticity and direct personal connection that has attracted brands, making 'influencing' a viable career for anyone who can attract a big enough audience, and thereby also land lucrative contracts, fees and freebies, punting 'sponsored' posts all while claiming to only promote products or content that they "sincerely believe" are worth the price tag.

FEELING CYNICAL