What happens to social media influencers when inflation hits?

The rise in viral trends that cater to viewers with a little less spending money is in part a product of supply and demand. Influencers figure out what their fans want, then make it for them; those who don't, fall behind. — AFP

At first glance, Jacquelyn Mengel's TikTok looks like every other influencer video.

She stares directly into the camera, holds up name-brand makeup products and discusses how she feels about each one. It's a familiar scene on social media: someone trying to sell you something.