The rise of deinfluencer trend: what you need to know

In the ever-evolving world of social media and influencer marketing, a new trend has emerged that marketers can’t afford to ignore – deinfluencer trend. This anti-consumerist movement aims to discourage excessive spending and promote mindful consumption.

What is deinfluencer trend?

As we know influencer marketing is powerful and has even pull us towards hyper-consumerism like #TikTokmademebuyit trend has shown us.

Deinfluencing is the opposite of traditional influencer marketing👇🏽:

🤍Instead of promoting products, deinfluencers critique overhyped or unnecessary items, bust marketing myths, and offer more sustainable or cost-effective alternatives.

🤍They steer their audiences away from impulse purchases by highlighting quality over trendiness and emphasizing values like minimalism and ethical consumption.

deinfluencer trend is something you should be aware of

This trend gained traction also on platforms like TikTok, where the #deinfluencing hashtag has amassed over 582 million views. 

Creators like Tashira Halyard have built followings by candidly discussing their struggles with overconsumption and sharing “no-buy” lists to curb frivolous spending.

According to Vogue, TikTok content creator @sadgrlswag helped deinfluencer trend to go into virality in January 2023, posting a video in which she railed against a long list of trendy accessories, devices, and even books.

@sadgrlswag

De-influencing you, no more over consumption or else 💣💥! 😡😤 #GenshinImpact34

♬ original sound - Estef

However, while the term “deinfluencing” may not have been commonly used in the early days of social media, the strategies associated with it, such as fact-checking, promoting alternative viewpoints, and countering misinformation, likely began to emerge as responses to the influence wielded by prominent figures on social media platforms.

So, while we can’t attribute a specific year to the start of deinfluencing, we can see its emergence and evolution alongside the rise of social media platforms in the mid to late 2000s.

Why deinfluencer trend matters for marketers

The rise of deinfluencing reflects a shift in consumer behavior. Audiences are becoming more critical of marketing tactics and seeking authentic, transparent product information. Ignoring this trend could lead to a disconnect between your brand’s messaging and what consumers want.

Deinfluencing challenges traditional product promotion strategies by👇🏽:  

🤍 Encouraging conscious consumption over impulse buying

🤍 Prioritizing quality, ethics, and sustainability over trendiness

🤍 Demanding transparency and proof of product value

How Brands Can Adapt

Rather than viewing deinfluencer trend as a threat, savvy marketers can leverage this trend to build trust and strengthen customer relationships:

  • Improve product quality and sustainability practices based on deinfluencer feedback
  • Partner with authentic deinfluencers for honest product reviews
  • Emphasize value propositions beyond low costs, like ethical sourcing and durability
  • Balance influencer promotions with transparent, educational content

By aligning with the core values of the deinfluencer movement – authenticity, mindfulness, and anti-overconsumption – brands can position themselves as conscious, customer-centric leaders in their industries.

The deinfluencer trend signals a new era of marketing focused on fostering genuine connections with audiences. Brands that adapt will be well-positioned to thrive in this landscape of conscious consumerism.

Here are a few examples of successful deinfluencer campaigns based on the search results:

  1. Tashira Halyard’s “no-buy” lists on YouTube and TikTok, where she candidly discusses her struggles with overconsumption and shares lists of items she’s avoiding buying to curb frivolous spending. The #deinfluencing hashtag she uses has over 582 million views on TikTok.
  2. Korean beauty influencers on TikTok busting myths about overhyped Korean cosmetic products, which helped kickstart the deinfluencing trend by responding to demand for more authentic and transparent product information.
  3. Gymshark’s partnerships with “Gymshark Athletes” who post try-on hauls and share affiliate discount codes, allowing followers to see the products authentically before purchasing.
  4. Honey’s sponsored videos on YouTube with top creators like MrBeast and PewDiePie, creatively integrating their browser extension in an engaging way rather than disruptive ads.
  5. HelloFresh’s “Refresh with HelloFresh” campaign featuring celebrity Davina McCall, which won awards for successfully promoting the meal kit service through influencer collaborations.
The key factors that made these deinfluencer campaigns successful include authenticity, transparency about sponsorships, providing value beyond just promotion, leveraging creators’ personal stories and relatability, and creatively integrating products in an non-intrusive way.

How Promoty could help you to find deinfluencers?

Promoty’s discovery tool allows you to filter for creators who specialize in niche or alternative content.

1. Try to focus on deinfluencers who challenge mainstream trends when using filters.

2. Choose influencers who do not support over-consuming. For example, pay attention to how many PR packages they get.

3. Choose quality over quantity. Check how many collaborations the influencer does and are these products rather sustainable products instead of “trendy” products.

Start doing meaningful collaborations!

Get detailed profile analytics for every influencer.

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