Quiet unfollowing is the 2023 version of cancel culture. Millennials and Gen Z consumers are no longer satisfied with shallow, surface-level social media content. Thanks to pandemic-imposed introspection, they are more explicit about their identity and values, and the energy they want to allow into their lives. The youngest actively analyse who adds value to their lives and who doesn’t while cleaning out their social media feeds.
In February 2023, the de-influencing trend took off, characterised by content-creators dissuading followers from buying products. This appealed to social media users who were increasingly critical of overconsumption and questioning the credibility of influencers. Soon after, TikTok blew up with content forecasting a possible end to the Kardashian era – marking a significant shift in the cultural zeitgeist. Many flagged the family’s loss of influence-ability, lack of relatability, trouble setting trends and, ironically, their struggle to keep up with the new media generation. The hotly debated topic ignited a series of articles across the media. While their collective followers of over 1 billion can’t be beaten, the Kardashian family's social clout and currency are no longer what they once were. And with many famous influencers and brands being called out and cancelled in recent years, The New York Times is covering the cultural disillusionment with influencing – both by the influencers themselves and by their followers. This growing exodus of influencers from the industry is making room for a new kind of icon.
Meet the expert influencer. These content-creators form an entirely new class of influencers full of professional acumen, life wisdom and a meaningful message to share. They aren’t aspirational but informational. We’re entering the era of function over fluff and meaning over marketing. Those experts turned trusted guides, teachers and educators are helping their community to grow into the people they want to be.
The number of Instagram users is growing, with nearly 28% of users in the US between the ages of 25 and 34, and their taste in content has changed. Whereas in the mid-2010s, users were hungry for photos of fancy avocado toast and pretty portraits posed against a backdrop of Millennial pink walls, consumers have gradually been outgrowing much of this ultra-curated content. In particular, the fashion and beauty industries became oversaturated with performative, promotional-perfect influencer posts. With their BS meters buzzing, Gen Z grew bored and burnt out. The group now seek more raw, flawed and in-the-moment content.
Published by: 
13 June 2023
Author: Gabriela Białkowska and Carly Ettinger
Image: Photography by Ron Lach
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In 2016, Instagram underwent a significant change. Thanks to new functionality with Insta Stories and Live features, the visual platform transformed into a space to communicate more complex messages. With cultural chaos stemming from the election of Donald Trump in 2016 and the rising Me Too Movement, the nature of Instagram content took a turn towards activism. The #MeToo campaign harnessed social media as a safe space for celebrities, survivors and supporters to break their silence about sexual harassment. Never before had millions of global citizens turned to social media to tell their stories in such solidarity. This marked a significant moment for Instagram activism, ultimately influencing change across industries.
But as the years have passed, educational content has been steadily establishing its presence on the platform, making way for the rise of expert influencers. The latter have a proven professional background and greater specialist knowledge than everyday influencers. They share wisdom and information, and give users practical advice to apply in their personal lives immediately. Whether they’re talking about financial education, relationship literacy, climate change advocacy, medical science or charity initiatives, these experts influence across industries, and there’s something for everyone.
Insta-guru Jay Shetty has built a cult following of 13.7m followers thanks to his valuable advice on relationships, meditation, failure, insecurity and burnout. The former monk, author and life coach aims to ‘make wisdom go viral in an accessible, relevant and practical way’. Shetty is getting one step closer to achieving that with the launch of his new talent agency, House of 1212. The company is ‘built on the foundation of purpose’ and represents ‘creators, thought-leaders and innovators who are impacting positive change’. By investing in influencers who want to ‘make a difference in the world, Shetty’s new agency embodies the industry’s evolution.
While there will always be room for escapism and enjoying the explore page, today’s young consumers, especially Gen Z, want to use social media to help them improve themselves and the world, not drain and destroy their self-esteem. They want to spend their time more intentionally, scrolling through what matters.
But as the years have passed, educational content has been steadily establishing its presence on the platform, making way for the rise of expert influencers. The latter have a proven professional background and greater specialist knowledge than everyday influencers. They share wisdom and information, and give users practical advice to apply in their personal lives immediately. Whether they’re talking about financial education, relationship literacy, climate change advocacy, medical science or charity initiatives, these experts influence across industries, and there’s something for everyone.
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