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.
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.
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.