by Written by Audrey Adams
In recent months, influencers on TikTok and Instagram have become much more open about trendy products that they wouldn’t recommend to their followers. This has started the idea of “de-influencing”. De-influencing can be summarized as an influencer going against trendy products and recommending uncommonly known, more affordable options. “Dupes”, if you will.
Influencers were commonly seen pushing products that didn’t live up to the “hype”, leaving many unhappy when they would purchase said product. Content creators who de-influence certain products are seen as more authentic for not buying into a trend. This creates a more positive relationship between influencers and their followers, which can benefit both parties in the long run. As the de-influencing trend has grown over the last four months, the tag “#deinfluencing” has reached over 300 million.
This new wave of influencers blends into the notion of going against the mass consumerism we often see online. There has been a shift from finding perfectionism in trendy products to embracing a more conscious lifestyle. Gen Z’s values have been aligning with this trend as younger generations now seek to adapt to a more conscious and sustainable world, starting with how they spend money.
“Gen Z consumers are becoming more frustrated with the sheer volume and frenzy around influencer-pitched products that they ultimately don’t need”, said Molly Barth, senior cultural strategist at Sparks & Honey.
The movement of de-influencing can create a ripple effect, where consumers start to demand more sustainable and ethical products from all businesses, including larger corporations. This can lead to a shift in the industry towards more sustainable and ethical practices, benefiting both consumers and the planet.
This is not only good for consumers but also for smaller businesses that may not have the marketing budget to compete with larger corporations. By recommending lesser-known products, influencers can help to level the playing field and give smaller businesses a chance to succeed. This is particularly important in the current economic climate, where small businesses have been hit hard by the pandemic.
Overall, the de-influencing trend is a positive step towards more conscious consumerism, authenticity, and transparency in the influencer industry. It encourages consumers to think more critically about the products they purchase and to prioritize sustainability and ethical practices in their buying decisions. By recommending lesser-known, sustainable, and ethical products, influencers can help to level the playing field for smaller businesses and promote positive change in the industry.
To connect with Audrey
I really like that this article addresses the angle of sustainable and ethical shopping, which addresses how a lot of products we are influenced to buy are not typically ethical or sustainable. I think the de-influencing trend is so cool and has changed the landscape of tik tok significantly, decreasing the amount of sponsored posts and returning to its roots of individual content.
I genuinely appreciate this trend and find it really interesting. I feel like the internet today is very extremist with everything. When things go viral people buy just to be on trend instead of focusing on quality or personal opinions. I agree with your overall consensus on the trend and how our generation needs to be more conscious of what we buy and what we support on the internet.
Hi Audrey!
I really enjoyed reading your blog post. I think the switch from influencing to de-influencing is so interesting. In this economy and at this point in time, I think a lot of people are starting to realize that expensive products are not always worth it. The trend of owning or finding “dupes” is becoming so popular online. When influencers or popular creators tell their followers the truth about products that they don’t like, I think it brings a sense of authenticity and honesty to their platform. I would rather trust a creator who gives an honest opinion or denies partnerships, over someone who always loves everything.
This trend is a bold but effective way to “market” products. We’re very acclimated to seeing influencers promote and market product after product, whether they actually use it or not. This trend shows that the influencer really cares about the products they choose to promote. This will also allow followers to trust that what they are saying about the product is genuine. It should be able to show that sustainable and ethical products should be purchased and promoted.