Haul videos now feel out of step with a more discerning young audience
Haul videos, once a staple of influencer culture, are facing increasing scrutiny from a more discerning young audience. As economic conditions worsen and environmental concerns rise, viewers are critiquing the consumerism displayed in these videos. Some creators are even opting out of posting haul content, feeling it no longer resonates with their followers.
- ▪Haul videos have been a key part of influencer culture, showcasing shopping sprees and inviting viewer engagement.
- ▪Recent economic and environmental concerns have led to discomfort and critique of haul videos, with some viewers finding them out of touch.
- ▪Influencers are becoming more aware of audience sentiment, leading some to abandon the haul format altogether.
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Open this photo in gallery:In this file photo, a Shein logo is seen on a pile of gift bags in December, 2024. Haul videos that once signalled excitement are being met with discomfort, critique and, in some cases, outright rejection.Phil Noble/ReutersShareSave for laterPlease log in to bookmark this story.Log InCreate Free AccountFor years, the fashion haul has been a cornerstone of influencer culture: sprawling Zara try-ons, luxury unboxings, Shein mega-orders – content designed to be bingeable and aspirational, inviting viewers into the thrill of the acquisition. The formula is simple: Content creators go on a shopping spree, then share their purchases on camera by trying them on item by item and asking their followers for feedback on what they should keep.
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