We all know by now that TikTok has been leading the influencer marketing wave in recent years. With people becoming influencers overnight and reaching millions of followers before they know it, brands have leveraged this power to push products and messaging to consumers more so than ever, it’s almost impossible to avoid ads and promotions when online.
However, a new trend has emerged on TikTok — “de-influencing.” This movement turns the influencer marketing rulebook on its head, encouraging users to reject overconsumption and the daily influences we face on platforms such as TikTok. As this trend grows, it presents both challenges and opportunities for brands to cut through.
What is De-Influencing?
Before getting into how brands can use this to their advantage, we must understand what it is. At its core, de-influencing is the opposite of traditional influencer marketing. Instead of promoting products, TikTok creators, particularly micro-influencers, advise their followers on what not to buy. This trend often features videos of influencers urging viewers to avoid hyped products that are the victim of the latest ‘micro-trend’ calling out misleading marketing claims and promoting mindful spending.
For example, after a product goes viral — such as a skincare item or a new coloured water bottle— de-influencers might debunk its efficacy or argue that it’s not worth the hype, often suggesting more affordable or practical alternatives. Many videos focus on transparency, to promote purchasing products consumers actually need or genuinely want rather than what they’ve been convinced they need or want.
Why De-Influencing is Gaining Traction
De-influencing has gained popularity for several reasons, the main one being the increasing consumer attitudes towards the way many influencer marketing campaigns are carried out today, with a lack of honesty, integrity and transparency.
As influencers are paid by brands to promote products, followers have started to feel that many recommendations are done with the soul focus being money, causing some high profile individuals to lie to their audience. This distrust is only heightened when influencers promote the exact same products in a very similar fashion, making followers question whether they are genuinely recommending the product or are just there for the cash!
Additionally, the economic downturn and inflation has made consumers more cautious about spending, creating a fertile environment for de-influencing. Audiences now prioritise value and functionality over flashy, viral trends, leading them to question whether a £50 water bottle or a £100 beauty cream is really necessary.
The Impact on Brands
For brands heavily reliant on influencer marketing, the de-influencing trend presents significant challenges. When influencers recommend a product only to later retract their support, it can damage brand credibility and sales. Worse, negative reviews from trusted influencers can go viral, causing public perception of the product to plummet.
However, brands should not see de-influencing as an outright threat. It highlights the importance of authenticity and transparency in influencer marketing strategies. In fact, this trend can offer valuable lessons for brands looking to build stronger, long-term relationships with their audience. Here are some ways brands can adapt:
- Focus on Authenticity: Instead of partnering with influencers solely based on their reach, brands should look for creators whose personal brand aligns with their values. Authenticity resonates with today’s audiences, and influencers who provide honest reviews — even of sponsored products — are more likely to maintain trust with their followers.
- Value Over Hype: Brands should focus on promoting the genuine value of their products rather than relying on fleeting viral trends. Products with proven benefits and strong user reviews are less likely to fall victim to de-influencing because they offer real utility.
- Embrace Transparency: Brands can no longer rely on perfectly polished influencer campaigns. Consumers appreciate honesty and transparency about product performance, ethical sourcing, or pricing strategies can actually enhance brand loyalty. Brands that show vulnerability and address concerns openly may find themselves insulated from the de-influencing movement.
De-influencing marks a shift in consumer behaviour, moving from blind acceptance of influencer recommendations to more critical thinking about purchasing decisions. For brands using influencer marketing, this trend highlights the need for genuine connections, authentic storytelling, and value-driven campaigns. While de-influencing can pose a challenge, it also offers an opportunity for brands to foster deeper trust with their audience by embracing transparency and focusing on long-term relationships rather than short-lived viral moments.
By adjusting their strategies to align with this changing landscape, brands can navigate the de-influencing trend and continue to thrive in an ever-evolving digital marketplace.
We work with a variety of brands on their influencer marketing, helping them to expand brand awareness, prompt purchase and create engaging content. Get in touch today to find out how we could help you. Call us on 0113 430 4160 or drop us an email: hello@prohibitionpr.co.uk
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