Deinfluencing – a movement against the culture of consumerism

Just on TikTok, hashtag #deinfluencing currently has over 151 million views!

2 min to read
Written by: Štefica Škarika

Only few people have probably not heard so far of the term deinfluencing. Social media views of this term are growing exponentially and are slowly approaching the #TikTokMadeMeBuyIt trend, that currently has 42 billion views.  Below in the text, we will answer to the question of what this trend is about.


New face of influencers


Deinfluencing is, in short, a reaction to the culture of consumerism, which aims to fight against the constant creation of the need to buy new products and services by influencers. That’s how the deinfluencers were born. Instead of promoting brands through positive product reviews or paid ads like “classic” influencers, deinfluencers will tell you which products NOT to buy. The videos focus on popular products that deinfluencers think are overpriced. Emphasis is placed on the tendency to buy multiple products for the same purpose. Followers are encouraged not to buy, for example, three different mascaras, but only one. A critical review of products is more authentic than the “polished” content that influencers offer every day. That’s exactly why this trend has become very popular in a very short period of time.


Influence trading is eternal


The common characteristic of influencing and deinfluencing is that both trends use the power to influence consumers. This is especially visible in cases where deinfluencers simultaneously promote cheaper product alternatives. In this aspect, influencing and deinfluencing are actually intertwined, and consumers are under a certain type of influence. So, we could say that deinfluencing does not mean the end of the era of influencers.


Subscribe to our Newsletter!

And be always updated with news from Dialog.


Why did Baby Lasagna (communication wise) succeed?

Marko Purišić won Croatia overnight. We analyze his success from a communication point of view!

The election campaign was “smear” and did not affect the results

In the April Vox Populi survey, we focused on communication in the election campaign, and the research showed that the majority of our followers thought that the campaign was inappropriate.

We won the Grand PRix!

We were awarded for the campaign Decade of Great Stories