Scrolling through your social media feed, you are likely to find a mix of friends, meme pages, and celebrities flaunting their latest outfits or endorsing products sent to them for free. By liking, sharing, and engaging with their content, followers inadvertently sustain a power structure that is often problematic. However, a new viral TikTok trend seeks to challenge this dynamic.
Table of Contents
The Influence Economy: Are Followers Being Exploited?
Influencers profit from their followers; they are, in essence, the foundation of their success. By following an influencer, you contribute to their social capital, allowing them to monetise their content. This operates in a pyramid-like marketing structure, where engagement leads to higher visibility, brand deals, and increased revenue.
To put things into perspective:
| Influencer | Earnings per Sponsored Post (USD) |
|---|---|
| Kylie Jenner | $1.2 million |
| Cristiano Ronaldo | $2 million |
| Kim Kardashian | $1.6 million |
(Source: MSN News, Fox Business)
The average influencer in the United States earns between $30,000 and $100,000 per year simply by promoting brands, products, and services.
Gina Bologna, a former marketing professional and the originator of the mass unfollowing trend on TikTok, commented:
“The world is lacking balance and harmony. The inequality is greater than ever. Unfollow them all.”
She further pointed out that mainstream media and influencers are no longer serving the interests of ordinary people, but rather catering to corporate agendas.
The Ethics of Influencer Marketing
There have been instances where influencers have blurred the lines between genuine recommendations and paid promotions. For example, last year, rapper Cardi B and several other celebrities were warned for failing to disclose that the health teas they promoted were, in fact, paid endorsements. The products made dubious health claims without scientific backing, misleading their followers.
The question then arises: should influencers be held accountable for endorsing questionable products and setting unrealistic lifestyle standards?
Does Social Media Clout Overshadow Talent?
Influencer culture does not just affect consumer behaviour but also impacts professional industries. Model and media personality Chrissy Teigen became the centre of controversy when chef Alison Roman criticised the ease with which Teigen transitioned from a cookbook author to a retail brand powerhouse, thanks to her immense social media following.
“There are many talented chefs who have dedicated their lives to culinary arts but will never receive the same opportunities as celebrities with large social media platforms.” – Alison Roman
This highlights a broader issue: social media popularity often overshadows talent and experience, diverting opportunities away from dedicated professionals.
The Power of Unfollowing: Can It Make a Difference?
Organised social media protests have demonstrated their effectiveness in the past. In India, following the tragic death of a Bollywood actor, widespread public sentiment against nepotism saw the social media followings of several prominent industry figures plummet by hundreds of thousands.
Similarly, the GameStop stock movement, orchestrated through Reddit, showcased the impact of collective online actions. As Mean Girls icon Janis famously said:
“Regina George is an evil dictator. How do you overthrow an evil dictator? You take away her resources.”
For influencers, their resource is their following.
Curating a Meaningful Feed: Who Should Stay and Who Should Go?
Before hitting ‘unfollow’, ask yourself: What do I gain from following this person?
Applying Marie Kondo’s philosophy to your feed, consider:
✅ Does this person educate or inspire me?
✅ Do they contribute to my personal growth?
❌ Do they flaunt privilege without adding value?
❌ Are they setting unrealistic lifestyle expectations?
For instance, many Bangladeshi influencers gained popularity through comedic content or honest food reviews, offering genuine entertainment and insight. However, others merely display luxury lifestyles without providing meaningful content.
Bologna further emphasised:
“Many influencers become famous because they already live lavish lives deemed ‘worthy of envy’, while many people struggle to meet basic needs. How can we justify paying influencers $30,000 per post when there are people who cannot afford housing or food?”
As of now, thousands have joined the movement, posting videos of themselves unfollowing influencers. Will you?