Once seen as reliable arbiters of taste, a study has found that distrust of influencers is on the rise. Turning to peers for recommendations, people are seeking truthful product reviews and are more likely to trust the voices of real consumers rather than paid talking heads.

Deinfluencing has disrupted content creation for many online personalities. Social media users are seeking figures who can help them learn about niche topics that pertain to their interests, offering authentic content that isn't monetarily biased – changing influencer culture in the process.

Live streaming continues to solidify itself as a force to be reckoned with in Chinese e-commerce. Drawn in by trusted influencers, people rely on these hosts to cut through the clutter of crowded categories like beauty and personal care, helping them make informed purchases.

Content creators are taking to social media with anti-recommendations for their audiences in response to the way TikTok prompts constant consumption. Starting primarily with beauty products, this new trend reflects people looking to spend more carefully during times of economic crisis.