When is influence not influence?
The latest trend to hit creator content on social is “deinfluencing”, where content creators share candid reviews on products that they think consumers should avoid buying. Often, these content creators are suggesting cheaper or alternative products. Their videos encourage users to think twice about their purchases and to refrain from impulse buying.
Deinfluencing has ramped up this year, showing growth when comparing February 2023 vs. January 2023. The number of such social posts was up +240% month-on-month, generating over 609K total actions across 616 posts since the beginning of the year.1
Taking a closer look at some of the themes that are trending, we see conversations revolving around products, beauty, overconsumption, and money (the word cloud below shows the keywords most associated with deinfluencing).
As of February 28, 2023, the hashtag #deinfluencing generated 281M views on TikTok, with various creators taking part in the action.2 Beauty influencer Manny Gutierrez, also known as Manny MUA, took this opportunity to highlight various makeup products he didn't love and shared alternative products that perform just as well. His video generated 1.3M views and 137K total actions.3 Institutions such as Cosmopolitan – a well-known fashion and entertainment magazine for women – also joined the trend when a beauty editor "deinfluenced" their viewers from spending on unnecessary products for their skincare routine.
Historically, influencers have played a major role in social media advertising by promoting and driving sales through ad partnerships and content that elevates the product and sways purchasing decisions. While this is still happening at scale, the trend of “deinfluencing” seems to reject the traditional norms of how influencers are meant to convince their audience to purchase an item.
“Deinfluencing”, could be considered another form of “influencing”, based on the foundation of authenticity, and transparency- it gives creators the opportunity to recommend products that they not only love but are also more accessible to the general population. This trend not only allows creators to be an authentic and relatable version of themselves but also shows that honesty always was, and always will be, a brand’s most valued trait.
With social trends moving faster than you can type #tiktokmademebuyit, to see how your brand can leverage our insights to better engage your audience.
1. Comscore Social Powered by Shareablee, Content Pulse, TikTok, Facebook, Instagram, Twitter, content mentioning “deinfluencers” or “deinfluencing” or “deinfluence”. Jan 1, 2023- Feb 28,2023
2. Views data on #deinfluencing reflects total lifetime views the hashtag generated on the TikTok App. Data is sourced from the TikTok App
3. Comscore Social Powered by Shareablee, Content Pulse, TikTok, content mentioning “deinfluencers” or “deinfluencing” or “deinfluence”. Jan 1, 2023- Feb 28, 2023