De-influencing: What to Know About This TikTok Trend
INFLUENCERS

What’s De-influencing? The TikTok Trend Telling You Not to Buying Something

Let’s be honest here. How many times did your endless scrolling on social media lead you to buy a product impulsively? Whether you’ve been convinced by the influencer you’re following or impressed by a product demo you saw, buyer’s remorse will soon kick in when you realise that the product you bought isn’t worth it. Now, you have trust issues.

But the good news is you’re not alone! Many social media users have called out these influencers and their “highly recommended products” that they’ve again given birth to a new term: de-influencing.

What is De-influencing?

De-influencing is a TikTok trend with over 327 million views (as of writing). It challenges the hype around certain products and gives consumers a more budget-friendly alternative or better yet, a reason not to buy something at all because they probably don’t need them anyway.

De-influencing TikTok
Photo by Website/TikTok

Although most posts are about makeup and skincare, this trend has grown bigger and isn’t limited to beauty products anymore. Some TikTok users have also shared their takes on different topics, from home products (yes, like that ceramic pan you just bought) to dental products.

Why Did It Trend?

As social media becomes more flooded with sponsored content, it’s difficult to tell if the person you’re following is genuine about liking a certain product or they’re only doing so because they’re getting paid for it. And people are tired of it.

De-influencing gained popularity because it shuts down overhyped and overpriced products, which are mostly endorsed by influencers, and helps consumers stay away from them. Who doesn’t want to save money, especially in this economy, right? The pandemic and the on-going crisis are already causing commodity prices to skyrocket. Anything that would help save us from burning a hole in our pockets is appreciated.

@alyssastephanie I love deinfluencing ❤️ #deinfluencing #deinfluencergang #cultproduct ♬ original sound - Alyssa ✨

In addition, it targets overconsumption. Think of fast fashion. Clothes can last for a decade or two if you take good care of them, but influencers will make you think that you “need” a new wardrobe — a branded one at that — every month. The same goes for beauty, cosmetics, health, home, and other kinds of products. Seriously, though, do you need 20 or more shades of lipsticks?

Is De-influencing Equal to Influencing?

Although different platforms have made it easier to identify sponsored posts, there’s still the issue of authenticity. This is where influencers are trying to turn things around and gain back the trust of their audience.

When you think about it, de-influencing is full of contradictions. It might help you save a few bucks, but at the end of the day, it’s still a marketing tactic because it’s promoting something else. Think: “Buy this, not that!”

For the brands being viewed negatively, well, bad publicity is still publicity. There will be people defending them in the comments section and at some point, it will make a few curious if a certain product is “that bad” as they say.

Influencing or de-influencing, news flash: You don’t have to do what people on TikTok (or any social media) tell you to do.

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