Tag: authenticity

30
Sep
2020
Posted in technology

Move over Instagram influencers: The magic of TikTok is authenticity

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In what experts say could be a long-term shift, people are posting more unfiltered content on social media during COVID-19 lockdowns. For many, the polished life of Instagram influencers is less alluring during a pandemic.


Angela Lang/CNET

With people spending more time at home during the coronavirus pandemic, there’s been a noticeable shift in the kinds of content posted online. These days, you won’t see many photos of sunny Hawaiian vacations or over-the-top parties. Instead, platforms like TikTok have flooded social media feeds with pajama-clad, makeup-free creators trying to stay entertained by posting everything from simple skits to rants to candid moments.

Another trend has picked up steam on TikTok: mocking Instagram influencers for what many perceive as superficial content focused on product promotions and super polished looks. Countless creators on TikTok have posted videos pretending to be an influencer, starting off with the YouTube and Instagram influencer catchphrase, “A lot of you guys have been asking about…” before jumping into mock routines for simple practices like applying hand sanitizer. 

Erika Priscilla, a 27-year-old TikTok creator from New Jersey, regularly impersonates influencers by posting fake tutorials for basic tasks like putting hair in a bun and sharing updates about “secret projects” with over-the-top excitement. She posted her first parody video in late spring mocking the “influencer catchphrase,” and it instantly went viral. She now has more than 260,000 followers on TikTok. 

“There’s a huge audience that watches these videos of these influencers and thinks the same thing,” Priscilla said. “I’m just the person that’s saying what everyone’s thinking.” 

Chinese-owned TikTok has had a tumultuous few months in the US, with the Trump administration pushing to bar downloads of the app, citing data privacy concerns.