Why is the market is shifting towards a clean slate type of content? It’s all thanks to the latest TikTok trend of deinfluencing
In the world of social media, there’s a fine line between authenticity and dishonesty. We can trace back the start of this discussion as opinions have shifted towards personalities who upload their verdict on various products through different platforms. For those who grew up closely digesting this type of content, you’d already know that certain reviews transitioned from respectable opinions to doubtful persuasion—an act to simply entice the market to purchase.
At this point, you’ve probably got an idea as to where this is heading as influencers shifted their content to the fast realm of TikTok. And the new trend that’s currently being talked about from one end of the platform to the other? The act of deinfluencing.
@bambidoesbeauty De-Influencing You 👀 Beauty Edition! #deinfluencing #deinfluence #deinfluencer #rarebeauty #rarebeautymakeup #rarebeautyhighlight #glossier #glossieryou #glossieryoureview #supergoop #supergoopsunscreen #supergoopglowscreen #glowscreen #spf #spf50 #revolution #revolutionbeauty #revolutionmakeup #summerfridays #summerfridayslipbalm #skintok #makeuptok #grazia #perfumetiktok ♬ original sound – Bambi Does Beauty
It’s definitely a side-eye moment as we think of the irony of these influencers giving a rundown as to why their followers should not have said products in their radar. The tactic would seem promising because of their “genuine and honest” feedback, and consumers would reference these reviews as substantial. But in reality, it became a game of deception.
Ever since the community of influencers grew immensely over the years, consumers would often base their purchasing decisions on their favored content creators. And while it is an added feedback, we can’t deny the subtle affair this entails as they find various ways to form partnerships with brands. In the end, most of the benefit would fall in the hands of the influencers themselves with their new alliance as brands celebrate their boost in sales.
@mishagrimes1 Don’t but this stuff it sucks haha #deinfluencing ♬ original sound – Misha G
We won’t deny the social media power these digital creators have seeing that they are able to bring several products and campaigns in a bonafide angle with their home set-ups and uplifting dialogue. But we’re also aware that these are the little details that play a part to convince the majority done with friendlier marketing strategy—think of being handed a pamphlet but with a perky tone. It’s also why products and campaigns come and go so quickly as they cater to the next line of collections the brands are bound to launch.
So why is it that they’re working on influencing to deinfluence? It boils down to trust. They try to assure the market that they are reliable and trustworthy. It’s a given fact that we know how the business goes around the brand and the influencers, which is why they’re trying to rectify the damage with negative reviews. Suddenly, most must-have products shouldn’t be on your radar, and instead, those that are being gatekept are the new fad.
@innasyamackenzie deinfluencing fashion – what not to buy 🫶🏽 #fypシ #fashiontiktok #deinfluencing #deinfluencer #whatnottobuy #dontbuy #fashioninspoforyou ♬ original sound – innasya mackenzie 🤎👼🏼
This is also reflected in a subtle manner in the fashion realm when you’re on the topic of dupes. If beauty and skincare influencers are deinfluencing certain products from the industry, fashion influencers would tell you which clothing or accessories are not worth buying. Instead, they’ll offer an alternative or a dupe to the designer item. In the end, a brand is mentioned and the two are the merrier.
Despite the fact that they’re using the term “deinfluencing,” they’re still doing what they usually do—just with a negative angle, which may be a risky twist to their usual content movement as they lessen the chances of their partnerships with the brands they’re talking about.
@christina.mychas De-influencing: things I stopped buying as a former shopaholic. Aritzia hauls! I used to shop basically weekly at Aritzia, thinking being a head-to-toe clientele aritzia girlie would be an aspirational flex. When I first committed to getting out of debt, I cut shopping altogether to divert that money to my debt. Nowadays I still enjoy shopping and I love clothes, but I will not to do it at the expense of my own financial security any more like I was. Fashion is never worth going broke for. Period. #deinfluencer #antihaul #thingsistoppedbuying #thingsinolongerbuy #buyersremorsemuch #greenscreen ♬ original sound – Christina
After unraveling the reason behind as to why deinfluencing became viral, it’s safe to say that all of this can lead to one thing: consumers just want honest content. Although honesty can be subjective and it really is to each their own, the market is now anticipating a clean slate type of content. May it be from another voice who values authenticity over affiliations or a platform that offers both sides of the coins, we’re pleased to know that the market is looking for content that veers away from the “it’s all good” mindset.
However, we have to give credit to the root of it all—gaining back the standard of influence. While it started as a trend on TikTok, it’s only bringing back the humble beginnings of influencers with their initiative to unfold the good and bad of the products. One thing we’re hoping to happen is that deinfluencing becomes the standard of reviews, and not a passing trend.