Marketers Should Care About De-influencing, the TikTok Trend that Won’t Quit

Influencer marketing is maturing. Creators are leaving #TikTokMadeMeBuyIt back in 2022, declaring 2023 the era of #De-influencing instead.As “eat the rich” storylines permeate culture (see: The White Lotus, The Glass Onion, The Menu and your Twitter timeline), Gen Z is mounting its own push against capitalism on TikTok.In the simplest of terms, "De-influencing" is a term coined by young creators pushing against the culture of consumption the digital age has given rise to. Claiming to be more authentic than their influencer brethren, de-influencers don’t want to sell you stuff: instead, the movement comprises videos advising viewers not to buy overhyped products, sometimes they spotlight lower-price alternatives too.So what should people not spend their money on? Well, according to the hashtag—which has amassed more than 257 million views—the Dyson Airwrap. The coveted UGG Minis. Oh, and don’t bother with the Stanley Cup; the 40-ounce steel tumbler seemingly fused to the hands of bright-eyed, white-toothed influencers everywhere. A rallying cry against the manicured, often unattainable, idealism promoted by influencers and increased concerns around sustainability, the trend is being driven by Gen Zers who harbor more negative views about capitalism than any previous generation.According to research by the Institute for Economic Affairs (IEA), nearly eight out of 10 young people in Britain blame capitalism for the housing crisis, with 67% expressing a desire to live under an explicitly socialist economic system. Recent data from Axios and Momentive showed 54% of Gen Z consumers saw capitalism in a negative light versus 57% of Americans. The revolution will be Tik-Toked A cursory flick through TikTok quickly shows beauty to be the biggest sector under the de-influence. The top videos under the hashtag fall into the skincare, makeup and hair categories. Yet, scroll down a little further, there are videos with popular brands mentioned such as Lululemon, Stanley, certain Amazon sellers and other products. “Beauty is just the beginning,” said Eric Yaverbaum, chief executive of consultancy Ericho Communications, observing that over the next few weeks videos are likely to start popping up around the most popular brands and products. https://www.tiktok.com/@valeriafride/video/7193122514799742251?is_from_webapp=1&sender_device=pc&web_id=7109860251914913285 He continued: “Think kitchen gadgets, pricier food items, pet products and clothes. These, among others, will all be at risk of appearing under the hashtag.” Marketers should ensure that the companies they're working with are prepared for the chance of a de-influencer video being made about their product.Eric Yaverbaum, CEO, Ericho Communications From a crisis PR perspective, he doesn’t think brands that fall into the “overhyped” category should be worried per-say. However, he does advise marketers to pay close attention and use it as an opportunity to get closer to their customers. “In learning more about what consumers don't want, marketers can get a better sense of what they do want,” he said. “Much like any brand crisis that can arise from working with influencers, marketers should ensure that the companies they're working with are prepared for the chance of a de-influencer video being made about their product.” https://www.tiktok.com/@edenreidreads/video/7200091042325007621?is_from_webapp=1&sender_device=pc&web_id=7109860251914913285 In short, de-influencing is just another emerging development brands must be on top of in a world where transparency is a value exchange. Forrester recently found that 71% of U.S. consumers said they were more likely to relate to, and purchase from, brands they deemed to be “authentic.” Gen Z is more discerning when it comes to making more informed choices, with 82% researching brands prior to opening their wallet. An opportunity for value brands De-influencing is part of a broader examination and rejection of overconsumption and #Spon content. If handled ethically and honestly, it presents a largely untapped market for more affordable brands, or those that carry ‘dupes’ for popular products. With people around the world making cutbacks to spending amid rising bills and inflation, many don’t have money to splurge. Smart, lower-cost, brands will use this opportunity to showcase their own offerings. For Ed East, founder of creator agency Billion Dollar Boy, value and dupe brands are naturally getting a lift from de-influencing whether they work with influencers or not. “The trend encourages creators to promote ‘dupe’ products, giving smaller and usually lesser known brands significant exposure on a contra basis, with potentially increased impact due to the perceived authenticity of the plug,” he explained. https://www.tiktok.com/@mannymua733/video/7197236759267183915?is_from_webapp=1&sender_device=pc&web_id=7109860251914913285 Challenger companies can leverage this by ensuring they’re listening to the conversations that are happening and identifying when they are brought into those discussions. “It shouldn’t be used as an opportunity to criticize rival brands though,” he cautioned. Influencer insurgency? Ironically, de-influencing could prove to be a sharp tool in creators’ toolboxes as they seek to build trust with their followers through more candid reviews and less paid-for unboxing. “Followers may end up trusting a creator’s future recommendations even more,” based on this said East, adding brands will want to keep an eye on such creators for potential future collaborations. In the U.K. 57% of Brits told experience platform Emplifi that they didn’t trust influencers with huge followings. This distrust is well founded, according to Dr. Hayley Crocker, a senior marketing lecturer at Lancaster University, who recently confused a study of prominent beauty gurus on YouTube. The de-influencing trend isn’t born to create a 'don’t buy this' attitude - it’s aimed at 're-influencing' consumers.—Ben Jefferies, CEO, influencer.com The research revealed that, after adopting an influencer role, many avoided talking critically about brands, perhaps because they did not jeopardize existing or potential brand collaborations. Influencers focused primarily on brands they loved, rather than those they didn’t. Critical reviews telling their followers what products not to buy became few and far between. “Many consumers reported unfollowing or avoiding content from influencers they no longer trusted to be honest within this context,” she said. Since follower engagement is so pivotal to their careers, such a reaction can put influencers’ success at risk. De-influencing then, might hold the key to rebuilding this conviction. TikTok Loves an Underdog Story. Where Does That Leave Big Brands? Ben Jefferies, CEO at marketing agency influencer.com thinks so. “Consumers want creators to be trustworthy, and the de-influencing trend takes aim at those creators who typically do one-off collaborations with brands,” he said. “The de-influencing trend isn’t born to create a 'don’t buy this' attitude—it’s aimed at 're-influencing' consumers towards buying products that the creators themselves see as a stronger product alternative,” he added. This trend doesn’t look like it will quit any time soon. And while larger brands might want to prepare for any de-influencing backlash in the coming months, for smaller brands and creators, the opportunities are stacking up.

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Marketers Should Care About De-influencing, the TikTok Trend that Won’t Quit

Tired of overhyped products, discerning Gen-Zers are telling people what not to buy

Rebecca Stewart

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