The rise of ‘influencer voice’: Why this TikTok creator accent is taking over the internet and maybe the world

The “influencer accent” is taking over TikTok. If you don’t know what I’m talking about, scroll through your FYP page and listen. 

British singer-songwriter Cassyette pointed out this trend in a recent TikTok video, calling out influencers for raising their tone at the end of sentences, almost as if they’re asking a question.

In the video, which has been viewed 1.2 million times, she asked: “Guys, serious question, is it just me, or is there this new influencer voice that English influencers specifically use?”

Mimicking the voice, she continued: “It sounds like I’m asking you a question, which might be really confusing, but I’m actually not. I’m just going up at the end of every sentence. Like, what is this voice?”

American influencers have long been accused of adopting the influencer accent. One influencer, whose video racked up 5.1 million views, posted a clip back in 2023 with the caption, “the cadence of every bland influencer’s morning vlog.” “Gooduh. Morning. Yew. Guise,” she says in a drawn-out tone. 

However, a more recent video introduced a new variation that just dropped, not so much an accent as a speaking style that combines the traditional influencer voice with specific mouth movements.

“It’s like a valley girl accent with vocal fry,” the creator says, “but also enunciating from the bottom of your mouth while mumbling.”

Influencing linguistics

The “influencer accent” isn’t new; it was around long before TikTok. Linguistic quirks have been emerging on platforms like YouTube and Instagram for over a decade. A few years ago, it was all about the YouTube voice: “Hey guys! Don’t forget to subscribe!”

As Rebecca Jennings described for Vox, it was a style marked by “drawn-out dramatics” with a focus on pronunciation and phrasing.

Now TikTok’s low barrier to entry has meant there are more influencers than ever, especially female creators. With more people jumping on the influencer bandwagon, “influencer speak” has evolved to the point where it is infiltrating our everyday lives. 

What exactly is it, though?

To the untrained ear, it can be difficult to pinpoint exactly what defines the influencer accent. It includes ending sentences with a questioning tone, using vocal fry (where speech dips into a low, gravelly register), and uptalk, which involves raising the pitch at the end of sentences as though asking a question.

While some may find it annoying, there is a reason behind it. Studies have shown that uptalk successfully grabs our attention, as it implicitly invites the listener to confirm that they are listening. As one creator explains, “Nobody actually talks like that. It’s a form of code-switching that influencers learn on this app because it keeps people watching their videos.”

It’s also hardly suprising that everyone on TikTok sounds alike. On social media, conformity tends to be rewarded more than originality. However, if you catch yourself raising the pitch at the end of a sentence, maybe it’s time to take a break from scrolling. 

https://www.fastcompany.com/91268908/influencer-voice-tiktok-creator-accent-taking-over-internet?partner=rss&utm_source=rss&utm_medium=feed&utm_campaign=rss+fastcompany&utm_content=rss