ALEX CARAPIET ON DE-INFLUENCING
Author: Alex Carapiet, Published in The Drum on February 13th, 2023
RESHAPING OUR PERCEPTION TOWARDS A NEW EPOCH OF AUTHENTICITY
Seed's Head of Social, Alex Carapiet, featured in the Evening Standard's article, 'De-influencing: revolutionary and authentic — or just another route to overconsumption?' and The Drum's ‘A flag in the sand for authenticity’: what does de-influencing mean for brands?'.
De-influencing began as an attempt to use social media to promote understanding about the close relationships between fast-fashion, fast-beauty, and unethical labour exploitation and the profligate utilisation of resources... [people have started to] question the over-hyped product reviews that flood their feeds”.
The Evening Standard
De-influencing isn’t the end. It’s a new beginning and a smart move for forward-thinking influencers, which will benefit brands too – especially the beauty industry. When it comes to influencer content, cosmetic brands swim in a “sea of the same”. Social platforms are awash with overhyped product reviews.
De-influencing should make influencers and brands alike sit up and think: is what we are doing different? Is it good enough to stand out? And, most importantly, is this product good enough for this sort of exposure?
The Drum