Deinfluencing is a new trend that has emerged on TikTok in recent weeks, in which influencers are encouraging their followers not to buy certain products, a tactic that runs counter to the traditional influencer playbook. Some creators deinfluence their followers from buying one product, only to suggest an alternative, while others fill their deinfluencing videos with products they tried and didn’t like. A few go a step further and speak out against the “more, more, more” culture that often dominates the shopping conversation on social media, telling users to resist consumption for the sake of consumption and think more critically about their purchases. Deinfluencing is something of an antidote to an online culture that sees TikTok users quickly tout $20 Amazon buys and Sephora cart additions as something “you can’t live without.”
The rise of deinfluencing is particularly notable because it is gaining traction with influencers themselves, who are typically famous for hyping up certain products, particularly in fashion and beauty, and sending sales skyrocketing. However, many creators are often reluctant to speak about products they don’t like for fear of alienating the brand or any other potential or current partners. While there are plenty of creators who have built trust with their audiences, their success has spurred an explosion of other creators who want to do the same, but may be after short-term affiliate marketing success rather than building longevity in the space.
For creators dealing with swelling competition for brand deals and advertising dollars, convincing followers they’re trustworthy has never been more important. Rather than a pushback on influencer marketing as a whole, deinfluencing’s emergence actually serves as a reminder that when it comes to longevity in the influencer marketing space, honesty and candor are essential.
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Nord, founder of influencer marketing company Fohr, suggests that influencers can make more subtle changes, such as being consistent in their recommendations, for example, talking about the same pair of jeans repeatedly over time comes off as more authentic than recommending a different pair every month. Couching their language, too, can help. Influencers can shift their messaging away from ‘You have to get this’ or ‘This will change your life’ to ‘This has been great for me; this is how it’s helped me’. However, they should “not try to push too hard on the fear of missing out” factor that often drives consumers to buy a product.
Deinfluencing is perhaps a sign of an ongoing rise in the standards that audiences hold content creators to, but it certainly is not a warning sign of a pending end to the influencer marketing. As deinfluencing evolves, it will create a more authentic relationship between the creators and their audience, leading to more meaningful and long-lasting partnerships. In the end, deinfluencing serves as a reminder that honesty and authenticity are critical in building a relationship with one’s audience, and that building trust is more important than short-term affiliate marketing success.
