The De-Influencing Trend – meeting the demands for authenticity or just another way to influence?

There is a growing number of influencers choosing to create content not telling people what to buy, but what not to buy.

This is a trend that’s growing, with over 300 million views on #deinfluencing on TikTok as of 7th March 2023.

Why is the de-influencing trend happening?

There are a few reasons why this trend is taking off.

  1. A response to #TikTokMadeMeBuyIt – at a time when many consumers are looking to buy products that offer better value, in terms of how long they’ll last vs their price, it’s no surprise to see the trend around buying random, often unneeded, and cheaply made tat from TikTok shops becoming less popular.
  2. People have begun to grow wary of insincere influencers and don’t trust everything they see. For example, TikTok beauty creator Mikayla Noguiera was recently accused of wearing fake lashes in a video promoting L’Oreal mascara.
  3. People simply have less money. Impulse purchases are less of a thing at the moment. Fewer people have the money to make impulse purchases and those who do come across as tone deaf if they post about it on social media. Instead, people want to buy it right and buy it once.

Is this just influencing with a different spin though?

Essentially, yes.

Just because the content tells you what you should not buy as well as should buy, doesn’t mean it’s not influencing a purchase decision.

Many creators know the best way to influence these decisions is to connect with their audience on a more personal level and this type of content does exactly that. It shows personal insight and seems more trustworthy.

Why does this matter?

It’s important for brands to consider the type of influencer they work with when setting out on a campaign. Authenticity is key and the personal relationship between the creator and the audience.

Lavish influencer trips and over-consumption of expensive goods no longer sit well. In contrast, an influencer’s stance on sustainability, for example, has become an important aspect to consider.

There’s a growing number of influencers that usually create telling people what to buy, but now telling them what they should not buy.

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