Safa Arshadullah, Behavioural Analyst, Canvas8

As with many trends that start on TikTok, de-influencing has spread like wildfire and sparked a conversation about the decline of influencers. In the beginning, de-influencing challenged the typical sponsored content that audiences are so used to seeing – particularly in the beauty space. Influencers took to their platforms to explain that certain viral cosmetics aren’t worth the purchase. Even regular people challenged the traditional influencer-to-consumer model by posting their hot takes on social media. De-influencing is the natural evolution of the ‘empties’ trend, where influencers share empty containers to recommend the products they found most and least value in. With the cost of living crisis looming over people’s everyday lives, shopping based on viral recommendations no longer makes sense for many, they need to know that there is substance behind the hype. And with people looking for savings wherever they can find them, influencer-based hype isn’t top of peoples’ priority list – with even values like sustainability and brand loyalty taking a dive. From a customer’s point of view, de-influencing offers some breathing room from the frequency at which products go viral, as well as the agency to determine which products they truly want to add to their shopping lists.

Although de-influencing can seem like it’s challenging over-consumption, it can also be another way to promote products. Rather than scrolling past content they know is sponsored, audiences are hooked into these anti-recommendation videos that amplify their desires for value for money. When an influencer says, “This product isn’t worth it, buy this one instead”, people are more likely to purchase it because it’s been presented in a way that feeds into their desire for authenticity and transparency. As people seek alternative sources of authority, user-generated content and word of mouth recommendations are increasingly seen as more trustworthy. In fact, a survey found that 86% of respondents are more likely to trust brands that promote user-generated content, as opposed to the 12% who prefer influencer-promoted products. People are tired of the performativity of social media and want a higher degree of honesty, leading them to be much more sceptical of paid endorsements – directly challenging conventional influencer marketing methods.

Looking for genuine understanding and connection from brands doesn’t mean influencers are completely off people’s good books though. Instead, people are simply more discerning with their content and expect influencers to express their integrity to build a more trusting relationship. Indeed, some brands are still betting on influencer marketing and seeing positive results, signalling that de-influencing is a re-framing of influence, rather than a re-definition. People want to make well-informed decisions that align with their personal values, are worth their money, and ultimately are on their own terms. They want to see honesty from influencers whose interest or trust in brands are fading or who didn’t actually find use in a sponsored product. Rather than the perspective that de-influencing is a limiting trend, it’s important that brands see it as a way for people to be more active and critical in their spending choices.