The Rise of De-Influencing

Influencer marketing has dominated the social media marketing world for years, persuading millions of people to purchase the latest and greatest in fashion, health/lifestyle, and tech products. However in 2024 and continuing into 2025, a trend called ‘de-influencing’ is emerging. Instead of consistently promoting new products, some creators are choosing to advise their followers on what not to buy, highlighting over-hyped and unnecessary spending. This new trend poses an interesting challenge for brands and prompts them to rethink their marketing strategies.

De-influencing involves discouraging consumers from purchasing things by offering critiques and/or suggesting better alternatives. Unlike traditional influencer marketing that relies on positive & aspirational messaging, de-influencing places emphasis on honesty and skepticism- values that strongly resonate with audiences like Gen Z. Popular de-influencing product categories include things like high-end skincare, fashion brands with misleading marketing such as Shein, and things like single-use appliances that are more likely to clutter your space than be regularly useful. While some may interpret this trend as negative, it is more than that- it’s about empowering consumers to make informed decisions rather than succumbing to financially and environmentally irresponsible products.

This trend reflects a shift in consumer mindsets, particularly within the Gen Z subset. Authenticity, honesty, and practicality are becoming more important than traditional influencer endorsements. For marketers, this brings on the need for a fundamental shift: instead of trying to manufacture hype, companies should focus on building trust. They should be upfront about what their products can and cannot do, and avoid making exaggerated marketing claims. They can also boost authenticity by collaborating with creators who genuinely use and believe in their products. Brands that embrace transparency and prioritize real-life value will not only survive this trend, but thrive because of it.

https://www.cnn.com/2023/06/11/us/deinfluencing-tiktok-trend-explained-cec/index.html