As social media influencers have come to dominate the marketing industry, a new trend is emerging on the platform: “de-influencing.” De-influencing isn’t about buying certain products, but about telling people what not to buy, in response to a feeling of overconsumption, the cost of living crisis, and the environmental destruction caused by mass consumption.
TikTok has seen the most growth in the de-influencing movement, with the hashtag #deinfluencing amassing over 121 million views. Videos posted under this hashtag often critique products like the Dior Lip Glow Oil, the Dyson Airwrap, and more. It’s become a way for TikTokers to express their disapproval of trendy items and the accompanying culture of overconsumption.
De-influencing videos have taken the platform by storm, but what exactly is de-influencing and how does it differ from influencing? According to content creators and marketing experts, de-influencing is about not being influenced to buy something just because someone on the internet has it. It’s about not buying more than what is needed, and being mindful of purchases.
The idea behind de-influencing is to counteract the urge for people to buy more and more products, which contributes to the climate emergency. It’s about promoting conscious consumerism and highlighting sustainable alternatives. However, some critics claim that de-influencing videos can still be used to push products, which defeats the purpose.
De-influencing is still a relatively new trend, and it remains to be seen if it will continue to be a part of social media marketing, or if it will just be a fad. What is clear is that it has sparked a conversation about the role of social media in consumer culture and the need to be aware of our consumption habits.
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