“The changing trends reflected evolving user preferences, but they were also a reaction against the burnout-inducing standard of the peak influencer era. “We all know the jig is up,” said Matt Klein, a cultural strategist. “We’ve all participated in those staged photos. We all know the stress and anxiety it takes. And we can see through it. Culture is a pendulum and the pendulum is swaying. That’s not to say everyone is going to stop posting perfect photos. But the energy is shifting.” For the reigning influencers, the shift was disorienting and even catastrophic. “What worked for people before doesn’t work anymore,” said James Nord. In 2018, a creator could post a shot with manicured hands on a coffee cup and rake in the likes. By 2019, people would unfollow. According to Fohr, by the end of that year, 60 percent of influencers in his network with more than 100,000 followers were losing followers month over month. “It’s pretty staggering,” he said.”