'DEINFLUENCING': TIKTOK'S LATEST TREND

Written for Influencer Intelligence

Brands may be aware of an interesting new trend gaining traction on social media in January and February 2023. Creators are flipping the script on product reviews and endorsements, instead turning to the practice of ‘Deinfluencing’ to advise consumers on what not to buy.

Now a TikTok hashtag with over 113.4m views (#deinfluence has an additional 11m) and an ever-expanding page of video content, the concept is being coined the opposite of influencing. The goal of the movement is to be more cautious with spending and to fight over-consumption and over-promotion. It seems to have originated as a response to the cluttering and over-population of the beauty market in particular.

Creators are flocking to the platform to debunk the allure of certain hyped or cult products. A far cry from the #tiktokmademebuyit phenomenon, Deinfluencing appears to be an antidote to the hyperbole that can saturate social media. Alerting their followers to the perils of short-lived micro trends, this fleet of Deinfluencers are taking it upon themselves to prevent the next ‘Emperor’s New Clothes’ moment.

Elle, an influencer who uses the handle @basicofcourse, has 10.8K followers on TikTok and has created a series of videos Deinfluencing some of the most ‘must have’ products of late. One of her videos begins: ‘As a general rule of thumb, I don’t think you need anything from someone that looks like me on TikTok telling you that something you hadn’t heard of thirty-seconds ago is an absolute necessity.’ She proceeds to name check the likes of SKIMS t-shirts, ice face rollers and even laundry detergent. Other creators are listing makeup they wouldn’t buy again and giving reasons for their disappointment in lauded items.

Interestingly, some videos not only provide negative reviews of products but offer up either cheaper or more effective alternatives. These ‘better’ swaps follow the trend towards ‘dupes’ – in which influencers reveal which high-street or bargain items are dead ringers for more expensive or luxe ones. Both of these concepts seem to be a circling back to the search for authenticity, as well as a response to Generation Z’s desire for less waste and other topical and current economic concerns.

It is no surprise that the Deinfluencing movement has landed at this time when conversations within the industry have centred on examples of dishonesty as well as tone-deaf brand activations. In January, TikToker Mikayla Nogueira came under fire for appearing to wear false eyelashes during a sponsored video promoting a L’Oréal mascara. Within the same month, Tarte Cosmetics received backlash for inviting 50 influencers on a lavish paid trip to Dubai during the cost-of-living crisis.

The concern with Deinfluencing is that it has become a trend in itself, calling into question its own credibility. For example, creators may actually like certain popular products, but choose to create a Deinfluencing video featuring that product to piggyback on a viral hashtag as a form of clickbait. A more sceptical observer might notice many of the products named and shamed are the same, and featured in many videos, as is the case with the alternative options suggested. Whilst that could suggest the reviews carry some weight, it could also signal that some creators have jumped on the bandwagon, chasing clicks and riding the craze to push their content up the chain.

Whilst Deinfluencing has gathered a huge amount of momentum in a short space of time, its vital to remember that the movement is still taking place alongside the rampant consumerism and influencer endorsements that have elevated the social commerce industry to where it is today and is unlikely to turn the tide.

Although a twist on tradition, Deinfluencing is still opinion leading from a group of digital tastemakers, that leads consumers away from some products and towards others. Some of the videos with thousands of views feature an influencer criticising certain products whilst using others live as part of a GRWM routine. Therefore, it is unlikely Deinfluencers will pose any significant threat to influencer marketing in its traditional sense. Instead, there is a possibility that it could lead to certain influencers becoming more selective over brand deals. Elle begins her third Deinfluencing video: ‘You asked for more and I give the people what they want. You’re all probably going to make me miss out on a bunch of sponsorship opportunities…but we’re being real for the girls, the gays and the theys.’

Smart brands could also use this as an opportunity to address direct feedback. Instead of avoiding creators who have insulted their merchandise, companies could reach out to those individuals and take their suggestions on board, forging a better relationship with them that could be fruitful in the future. Trends like this also provide a chance for brands to show a bit of cultural awareness. Take stock of the likes of Urban Decay’s tongue-in-cheek reference to show some personality.