TikTok's 'de-influencers' are here to tell you what not to buy. The growing trend is a direct response to the endless deluge of products that influencers insist you simply must have
Other influencers often prioritize monetization over authenticity and selectivity in their reviews, says Grey. Grey has gotten offered free products from brands in exchange for an online review in the past, but says she only agrees to share products from brands she’s already used and enjoys—or has tried and genuinely likes. Even then, it’s not the priority of her content. “I love my audience, but I don’t personally know them, so I may not know what’s best for their lifestyle,” she says.
The sheer volume of content many people consume on TikTok exacerbates the trend of influencers pushing more and more new products. The average user is spendingon TikTok daily. Unlike other platforms like YouTube that skew towards longer-form videos, TikTok’s 60-second style ForYouPage gives users substantially more opportunities to encounter sponsored content.
But as much as Gen-Z loves TikTok, many members of the generation also care about sustainability and desire to reduce their consumption and spending patterns. A conducted by First Insight found that the majority of the generation prefers to buy from sustainable brands and are likely to make purchases based on personal, social, and environmental principles.Others are pointing out the irony of the trend still using “influencing” methods to “de-influence,” especially when suggesting alternativeas replacement. For some, the “de-influence” videos aren’t enough to sway away from their purchasing habits.
Online creator Grey says she’s gotten responses from viewers questioning whether her “de-influencing” posts will impact her opportunities as an influencer in the future. “I would say quite the opposite,” she says. “I think it makes the value of a true recommendation that comes from the heart so much more powerful, rather than me just pedaling out a salad spinner or the latest lipstick.”
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