From closet hauls to makeup hoarding, it’s safe to say that we’ve been witnessing a rapid rise in overconsumption in the last decade. And influencers have been the driving force behind it, with their massive reach and powerful influence over people’s buying decisions. In comes the emerging deinfluencer trend to challenge this norm and address the growing concerns about overconsumption.
Unlike their traditional counterparts, deinfluencers gain their influence by telling people to make more conscious buying decisions and informing them about things they shouldn’t buy. These deinfluencers initially gained traction on TikTok and Instagram, starting with the beauty and fashion industries, and eventually spread over to other industries.
This isn’t necessarily bad news for brands, especially if the goal isn’t necessarily to drive immediate sales but to build brand credibility for a long-term impact. In fact, this could pay off in the long run since you get higher quality customers through influencer marketing, with over 83% of brands in our State of Influencer Marketing Benchmark Report stating the same.
In this post, we take a deep dive into deinfluencers and their impact on the social media landscape. We also explore the opportunities that brands can leverage in the era of deinfluencing.
- What Exactly is Deinfluencing and Why is it Trending?
- Top 10 Deinfluencers to Follow
- How Deinfluencing is Changing Social Media Culture
- The Industries Most Affected by Deinfluencing
- The Long-Term Impact of Deinfluencing on Marketing and Consumer Behavior
- Opportunities for Brands in a Deinfluencing Era
- Experience the Influential Power of Deinfluencing
- Frequently Asked Questions
What Exactly is Deinfluencing and Why is it Trending?
Deinfluencing is the practice of informing consumers to make conscious buying choices with the goal of ultimately consuming less and reducing their environmental impact. The deinfluencing trend involves influencers telling their followers what not to buy, what products are overhyped, what brands to avoid, and more. So unlike traditional influencers, deinfluencers try to convince people not to buy things.
The Evolution of Deinfluencing: Causes and Motivators
The trend started to gain traction on TikTok, where the platform’s viral nature pushed it to mainstream popularity. You could see micro and nano-influencers creating short videos with authentic reviews about trending products to dissuade people from buying into every single trend. The trend continues to thrive on the platform, with the #deinfluencing tag now being used in over 48.7k posts.
It has since seeped over to Instagram and YouTube, which were once popularly used to research brands and products before making a purchase. You can even see Threads where people actively participate in discussions about what and what not to buy.
The deinfluencing trend came at a time when consumers started to experience influencer fatigue, growing more wary of overly promotional influencer content. Concerns over the lack of transparency also meant that people were starting to lose trust in influencers. In fact, an EnTribe survey even found that only 12% of respondents would by a product that an influencer promotes.
Of those who bought an influencer-promoted product, 42% even ended up regretting their purchase. These factors contributed to a growing desire for authenticity among consumers. The demand for more honest, unfiltered opinions became bigger in an era where social media often feels curated.
As a result, people have started to look to more relatable and authentic voices in the form of other consumers. This has led to a growing trust in user-generated content and recommendations from micro and nano-influencers. The EnTribe survey further found that 86% of respondents are more likely to trust a brand when they publish user-generated content.
The deinfluencing trend is also largely driven by the broader movement toward sustainability and ethical shopping. With consumers growing more concerned about overconsumption and its impact on the environment, they’re trying to buy less and spend their money on “ethical” products. McKinsey found that products that made claims related to environmental, social, and governance (ESG) saw disproportionate growth over the past five years compared to products without ESG-related claims.
Buying less also makes sense economically, as the general population starts to feel the impact of rising living costs. Another McKinsey study found that although consumers are shopping just as frequently in 2024 as they did in 2023, they’re buying fewer items. These numbers indicate a significant shift in consumer buying behaviors that coincide with the trend of deinfluencing.
Top 10 Deinfluencers to Follow
Whether you’re a marketer wanting to get a better understanding of the deinfluencing trend or a creator looking to adjust your approach in alignment with the trend, the best thing to do is look at people who are already actively deinfluencing others. Even if you’re neither of these and you’re simply interested in authentic product reviews to make more ethical buying choices, looking to these individuals can help. Here’s a list of the top 10 deinfluencers you need to follow.
1. @overcoming_overpending (TikTok)
With over 692k TikTok followers, Paige of @overcoming_overspending is one of the major deinfluencers to follow. As you can guess from the username, her content focuses on money-related advice to help people learn how to spend more consciously. Her honest and relatable approach gives people a much-needed reality check while simultaneously giving them better financial literacy.
@overcoming_overspending here for another ✨deinfluencing✨ moment #deinfluencing #deinfluencer #deinfluence #overspending #overspendingmoney #consciousconsumer #moneytok #moneycoachforwomen #savemoneytips #spendless #shoppingaddict #compulsiveshopping #compulsiveshopper #creditcarddebt #debtfree #impulsebuying #impulseshopping ♬ original sound - Paige-Overcoming Overspending
2. @alexonabudget (TikTok)
Like Paige, Alex of @alexonabudget is a personal finance influencer with over 253k followers on TikTok. This deinfluencer is transparent about her goal, which is to save up for a house, and takes her followers along on her journey. Her authentic commentary on consumer products inspires her audience to think twice about what they buy.
@alexonabudget Replying to @🧚♀️ ♬ original sound - alex on a budget
3. @stylecrusader (TikTok)
Jennifer, aka @stylecrusader is your self-proclaimed “anti-shopping bestie” who deinfluences her audience from buying things they don’t really need. She regularly shares style-related content and affirmation videos where she tries to convince people to stop buying into microtrends, garnering 55.7k followers on TikTok. In some of her videos, she even shares recommendations for quality products that she actually believes in when her followers ask for it.
@stylecrusader Save your money besties. You don’t need it. 🙅🏻♀️ #shopping #saving #savingmoney #holidays #sequins #deinfluencing ♬ original sound - STYLE CRUSADER
4. @self.skin (TikTok)
Maja of @self.skin is a medical aesthetician who shares authentic expert advice related to skincare. She regularly shares videos about products she would never buy, legit dupes, trends that are worth the hype, and more. This type of honest reviews and recommendations coming from an expert has helped her to earn the trust of over 373k followers on TikTok.
@self.skin Tell me whyyyy!!!!!! @anua_global @Glossier @Good Molecules @APRILSKIN #niacinamide #niacinamideserum #theordinaryskincare #theordinaryserum #goodmolecules #skincaretips #skintok #skincare #deinfluencing #deinfluencingskincare ♬ original sound - Maja
5. @dermangelo (Instagram)
With the deinfluencing trend originating from the beauty and skincare industry, you’ll see many deinfluencer specializing in this niche. Angelo Landriscina, aka @dermangelo is one of them, having garnered 394k followers on Instagram. As a board-certified dermatologist, Angelo helps to decode skin health and beauty through content that discusses overhyped products and skincare tips. People trust his recommendations because he only recommends products he actually believes in.
6. @olenabeley (Instagram)
Olena, aka @olenabeley is another skincare deinfluencer with over 41k followers on Instagram. She shares authentic advice based on her own skincare journey, busting myths and marketing gimmicks. Her focus is on helping people get clear skin through a holistic approach without buying into every single trending skincare product.
7. @jess.cliftonn (Instagram)
Jessica Clifton is a deinfluencer whose content focuses on showcasing a simple, sustainable lifestyle. With 157k followers, she has amassed significant influence on people who are interested in learning how to consume less and live more sustainably. She teaches people practical tips on how to break free from the overconsumption loop.
8. @Sabrina_Pare (YouTube)
Sabrina is a YouTube deinfluencer who regularly creates content on how to live a more sustainable lifestyle. Her 32.6k subscribers tune into her short, TikTok-style videos on what trending products to avoid buying, what items she doesn’t plan on buying, and what she’s doing to reduce waste.
9. @CarrieDayton (YouTube)
Carrie Dayton creates fashion-related content with a focus on anti-hauls, thrifting, and deinfluencing. She has amassed 450k subscribers by putting out honest reviews of viral products and giving advice on what people don’t need to buy. Carrie also shares videos of her trying on clothes from well-known brands inside their fitting rooms so her viewers can get a realistic understanding of the latest collections.
10. @shawnaripari (YouTube)
Shawna Ripari is a YouTube deinfluencer focused on conscious consumerism. Her 50.2k subscribers tune into her authentic, unfiltered commentary about social media trends, overconsumption, and leading brands. She tries to inspire people to shop less, consume less, and practice conscious buying.
How Deinfluencing is Changing Social Media Culture
Influencers are feeling the impact of influencer fatigue experienced by consumers today. Social media users aren’t afraid to call out influencers when they’re being overly promotional of a brand or product. They’re more cautious about which influencers to listen to, moving away from big influencers to smaller ones who are more relatable.
This change in social media culture is forcing influencers to adapt by becoming more authentic and being more selective in their endorsements. Even the larger influencers are being more authentic with their reviews, especially when it comes to products that became viral on social media.
For instance, Danielle Athena (@danielleathena) is a TikTok “hairfluencer” with over 519k followers. Her videos about Dyson products became viral, with some of them generating over 3 million views.
@danielleathena I wanted to love it so bad #dysonairstrait #dysonairstraight #dysonairstraitcurlyhair #dysonairstraittutorial ♬ I want to buy a gun - Teagan
Danielle isn’t the only deinfluencer to share her honest opinion about Dyson products, with many other TikTok creators calling out the brand’s overhyped and expensive hairstyling equipment. And these videos are having a negative impact on the brand in terms of brand favorability and buying intent.
According to a study published by The Drum, the most impactful deinfluencer posts caused a 20-point decrease in brand favorability and a 17-point dip in purchase intent. Similarly, other viral brands like Stanley suffered a 20-point reduction in both metrics as a result of deinfluencer content.
Most brands haven’t necessarily responded directly to deinfluencer content. Some brands like Glossier, on the other hand, have attempted to rectify negative influencer mentions. For example, the following influencer created a video about a confusing creator event organized by Glossier, which resulted in the brand privately apologizing to the creator and sending them free products.
@carolinemstern VLOG: Confusing influencer event at Glossier, getting the vanilla milk perfume, manifesting a candle & more #dayinmylife #dayinthelife #dailyvlog #perfumevlog #bostontiktok #bostonvlog #bostondayinmylife #spendthedaywithme #perfumetiktok #girlythings ♬ Cute music box - East Valley Music
The Industries Most Affected by Deinfluencing
While the deinfluencing trend has taken social media by storm, there are certain industries where it’s particularly impactful. Let’s take a look at the industries that are most affected by deinfluencing.
Beauty and Fashion
According to the latest influencer marketing stats, fashion and beauty continue to be the most popular verticals for influencer marketing. This makes sense as they involve shorter buying journeys and higher product churn, which means that brands are aggressively leveraging influencers to promote their products.
Several studies have also shown that these markets have seen significant growth over the past few years. The beauty ecommerce industry nearly quadrupled between 2019 and 2022, with influencers contributing to this growth. Meanwhile, the global fashion influencer marketing market size is expected to grow at a compound annual growth rate of 35.7% between 2020 and 2027.
As the two biggest verticals for influencer marketing, they’re also the most impacted by the deinfluencing trend. Even from the list of deinfluencers shared above, you can clearly see how the trend is taking over these verticals.
Tech and Gadgets
Deinfluencing has also spread to sectors like tech and gadgets, which are well-known for overpriced products with overpromised features. You can find deinfluencers like Marques Brownlee sharing honest reviews about the latest tech products to hit the market.
Many of these influencers were already “deinfluencing” people long before the trend became popular. So the trend isn’t necessarily new in this vertical. However, with more and more influencers being called out for promoting products that under-deliver, we can see them being more selective of the products they choose to promote or how they frame their content.
Health and Wellness
Remember the huge backlash Kim Kardashian faced over a drug endorsement she made on Instagram? The Kardashians have since made a few dodgy promotions related to health and wellness products, but consumers are no longer getting fooled, especially with deinfluencers helping them decipher the fine print.
Influencers like Laura Lyons of @wildlyonswellness break down the science behind internet health trends and call out dangerous products. This includes an explanation of how the viral “weight loss” product, Ozempic works and how it could impact health in the long run.
The Long-Term Impact of Deinfluencing on Marketing and Consumer Behavior
There’s no doubt that deinfluencing encourages healthier, more sustainable habits in consumers. The question is–will this a long-term impact on consumer behavior? Of course, these changes will obviously influence how brands market their products.
Consumer Skepticism
With deinfluencers highlighting the “behind-the-scenes” of curated social feeds and sharing honest reviews of products, they’re helping to create a culture of skepticism among consumers. More and more consumers are growing wary of brand marketing and learning to doubt the hype behind viral products.
@hannnahbtiktokThe bra - 0/10. The pressure washer - totally my fault for misunderstanding how it worked! I bought it thinking I could hook my hose up to it but quickly realized you have to fill a bucket and i’m not that dedicated to keep refilling the bucket 😂 if you need a car wash gun - try it out!♬ original sound - Hannnahmarie
This means that consumers are taking pause before buying into every single microtrend and viral product to hit the market. As such, they’ve become better at identifying when a brand is using publicity stunts to market their products.
Evolving Influencer Strategies
One of the biggest impacts that deinfluencing has had is on the approach that influencers are taking. There was a time when influencers were passionately promoting products from any brand that was willing to partner with them. While you can still find influencers who do this, the practice is dying down gradually as more and more consumers stop engaging with influencers who promote products for their own benefit.
Instead, many influencers are blending influencing and deinfluencing for a more balanced and authentic approach. While they may still promote products, they only do so for products they truly believe in. This also means that many of them are willing to share negative reviews even when they’ve been gifted products by a brand.
@sam_joness_ Some of the best (and worst) purchases from the tiktok shop #shoppinghaul #productreview #honestreview #summermusthave #bestseller ♬ original sound - Sam Shopaholic
Marketing in a Post-Deinfluencer World
For brands, the deinfluencer trend signals a need to completely overhaul their usual approach to influencer marketing. Instead of simply paying influencers to say this and that about a product and only write good things about it, it’s crucial that they focus more on building authentic relationships. The goal is to nurture those relationships with influencers who truly love the brand so they can be honest about their positive reviews.
Of course, having a product that’s worth the good reviews is definitely the first criterion. Even if you do have that, steer clear of overhyped product launches in an effort to make your product go viral. Instead, focus on building organic hype by delivering products of actual value.
You also need to engage with honest feedback and make the effort to continuously improve your products to better meet the needs of your target audience. Additionally, delivering exceptional customer experiences will undoubtedly lead to organic promotions from influencers and consumers alike.
Anti-Consumerism and Mindful Consumption
With growing concerns over the environment, consumers are becoming more mindful of their buying habits. A 2022 study by Simon-Kutcher found that 66% of consumers consider sustainability as one of the biggest factors driving their purchase decisions. As a result, 89% have also made minor to significant changes toward sustainability in their consumption habits.
These factors, coupled with the current economic landscape, are compelling people to buy less and consume less, as opposed to what traditional influencers have been encouraging them to do. Deinfluencers are one of the biggest sources of inspiration for changing consumer habits. By sharing honest reviews, calling out overhyped products, and exposing brands engaging in unethical practices, these deinfluencers are contributing to the greater movement toward sustainability and anti-consumerism.
Opportunities for Brands in a Deinfluencing Era
So if consumers are listening to deinfluencers and learning to buy less, what does this mean for brands? It means there’s an opportunity to adapt and align your marketing approach and your bigger business strategies according to the changing times. Let’s dig into some of the opportunities that brands can leverage in the era of deinfluencing.
Leaning into Transparency
With deinfluencers calling out brands for poor quality products and services as well as dishonest practices, it’s important to maintain a higher level of transparency to avoid being a target. According to a Sprout Social survey, 86% of Americans believe that transparency is more important than ever for businesses.
This makes them more likely to give the brand a second chance even after a bad experience (85%) or even stick by the business during a brand crisis (85%). Moreover, a business can regain trust if it admits to a mistake and remains transparent about the next steps to resolve the issue (89%). So even if you do get called out by deinfluencers, addressing the crisis head on and being transparent about the steps you’re taking will help you earn back trust.
Consumers also expect brands to be transparent about changes in their products and services as well as their business practices and company values. Embrace transparency by showcasing what’s going on behind the scenes, such as your production process or initiatives that align with your company values. Tentree, for instance, transparently shares how the company uses some of the profits from their Green Friday sale to help the environment.
Partnering with Deinfluencers
The first thing brands need to know about deinfluencers is that they’re not your opponent. Instead, you can turn them into partners who can help you on your journey to brand improvement and growth.
Work with deinfluencers who prioritize honesty and ethical marketing to gain insights on how you can better market your business. Turn those potential criticisms into valuable feedback that you can use to improve your products, services, business practices, and marketing tactics.
Stay on top of your brand mentions on social media to find deinfluencers who are leading the conversion about your business. Then find an opportunity to work with them so you can address their concerns and complaints. Better yet, look out for negative brand mentions from deinfluencers about your top competitors. Then reach out to them for feedback about your own products and services so you can proactively address issues before you become a target.
Rethinking Marketing Strategies
As mentioned earlier, your marketing strategies will need a complete overhaul in the age of deinfluencers. You can no longer rely on virality to make sales…at least not in the long run. Virality increases the likelihood that you’ll get called out by deinfluencers and experience serious backlash.
Instead, aim for sustainable growth through organic marketing strategies instead of building hype. Prioritize sustainability and ethicality in your business practices so you can remain transparent. Think of eco-friendly influencer marketing as opposed to strategies that encourage people to buy, buy, buy.
Collect honest feedback and reviews from influencers and customers alike and leverage them in your marketing strategies – whether it’s for social media content or advertising creative. CeraVe’s marketing strategy revolves around influential skincare experts like dermatologists vouching for their products. Their messaging focuses on “sticking to what works” and following science instead of trends.
Building Trust with Consumers
Trust is an important factor that determines your relationship with your customers. When people trust your brand, they’re more likely to feel connected with you. This genuine relationship is crucial to avoid being targeted by deinfluencers.
Another Sprout Social survey found that trust is the biggest factor determining whether people feel connected to a brand. Authentically engaging with your customers and being transparent about your practices are some of the best ways to build trust with consumers. Make use of user-generated content and authentic reviews to prove the reliability of your claims and enhance trust. Your authentic influencer relationships can also help you build trust with consumers.
Experience the Influential Power of Deinfluencing
From what you’ve read, deinfluencing is basically just another type of influencing, albeit with a more mindful approach. It’s built on a foundation of authenticity, honesty, and ethicality. Brands don’t have to be alarmed when they can strategically leverage the power of deinfluencers to adapt and improve their practices. In fact, this could even give them a competitive advantage for sustainable growth.
Frequently Asked Questions
What is de-influencing, and how does it differ from traditional influencing?
Deinfluencing is the practice of informing consumers to make conscious buying choices. While traditional influencing involves telling people what to buy, deinfluencing is about telling people what not to buy.
Why has de-influencing become popular?
Deinfluencing has become popular because of a combination of factors, which include influencer fatigue, concerns about overconsumption, and a greater movement toward mindful consumption.
How can de-influencers help with impulse buying?
Deinfluencers can help with impulse buying by encouraging consumers to think twice about their purchase decisions. They may provide authentic reviews and opinions about trending products, highlighting how the quality or features aren’t necessarily worth the price. Or they may inspire consumers to make more meaningful purchases instead of accumulating clutter.
Is de-influencing just another marketing tactic?
Deinfluencing isn’t necessarily “just another marketing tactic,” although some brands may use it to discourage consumers from choosing the competition.
How does de-influencing impact the beauty and fashion industries?
Deinfluencing is impacting the beauty and fashion industries by encouraging consumers to avoid buying trending items and instead opt for ethical and sustainable products they actually need.
What strategies can I use to reduce impulsive shopping habits?
You can reduce impulsive shopping habits by questioning whether you actually need the item and how long you’ll use it for. Deleting shopping apps and unfollowing influencers who promote too many items are also effective steps.
What are common criticisms of de-influencing?
Deinfluencing is facing criticism from people who consider it just another type of influencing or another marketing tactic.
How do I choose which de-influencers to follow?
You can choose which deinfluencers to follow by identifying deinfluencers in niches you’re interested in and looking at the content they create to see if it adds value to you.
Can brands work with deinfluencers?
Brands can work with deinfluencers to gather authentic reviews and collect feedback so they can make improvements.
