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    What's 'de-influencing'? In an inflated economy, social media stars embrace the cheap

    At first glance, Jacquelyn Mengel's TikTok looks like every other influencer video. She stares directly into the camera, holds up name-brand makeup products and discusses how she feels about each one. It's a familiar scene on social media: someone trying to sell you something. Except this time, that's not what's going on. She's telling you what not to buy. "Another de-influencing video," ...
    by Brian Contreras, Los Angeles Times Feb 15, 2023 5 minutes
    "De-influencing" finds social media creators calling out trendy products that aren't worth the cash amid a moment of economic turmoil.

    At first glance, Jacquelyn Mengel's TikTok looks like every other influencer video.

    She stares directly into the camera, holds up name-brand makeup products and discusses how she feels about each one. It's a familiar scene on social media: someone trying to sell you something.

    Except this time, that's not what's going on. She's telling you what not to buy.

    "Another de-influencing video," Mengel, 20, explains, "so that we can all save some money."

    The web personality walks her viewers through a handful of different beauty products she doesn't think are worth the price tag: an underwhelming shampoo and conditioner, a $20 makeup sponge. It's hardly anti-consumerist — Mengel suggests a cheaper alternative to each overpriced item — but the talk of belt-tightening seems to have struck a nerve with fans. Her video sits at over 750,000 views.

    It's all part of a trend that's

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