The 'Deinfluencing' Trend on TikTok
A trend known as "deinfluencing" has gained traction on TikTok, where creators advise followers on what products *not* to buy. This movement highlights a growing skepticism toward traditional influencer marketing among younger users, particularly Gen Z. For consumer app builders, it suggests that authenticity and even negative recommendations can be powerful drivers of trust and engagement.
- The "deinfluencing" hashtag has amassed billions of views on TikTok, signaling a significant pushback against overhyped products and insincere endorsements. The movement is largely a response to overconsumption, misleading ads, and the pressure to keep up with trends. - This trend is driven by economic factors like inflation and a growing desire for sustainability and ethical consumption. Creators often encourage viewers to consider the environmental impact of their purchases and to avoid waste. - A key incident that fueled the movement was when beauty influencer Mikayla Nogueira was accused of wearing false eyelashes in a sponsored video for a L'Oréal mascara, sparking widespread criticism and skepticism. Another point of backlash was Tarte Cosmetics' lavish trip to Dubai for 50 influencers, which struck many as tone-deaf during a cost-of-living crisis. - While it appears to be a rejection of influencer marketing, deinfluencing often redirects consumer behavior rather than stopping it. Many creators who advise against a popular product will suggest a cheaper or more effective alternative, sometimes referred to as a "dupe". - The trend has its roots in earlier movements like the #AntiHaul series on YouTube, pioneered by creator Kimberly Clark, who made videos explaining why she was *not* buying certain popular beauty products. - Research shows a growing distrust of influencer endorsements, particularly among younger audiences. A 2025 survey found that 62% of Gen Z and Millennials trust peer reviews more than influencer recommendations. Another study indicated that nearly half of Gen Z consumers are "not very likely" to purchase something recommended by an influencer. - Deinfluencing videos often call out specific, frequently hyped products such as the Dyson Airwrap, Ugg minis, Stanley cups, and various high-end makeup items from brands like Charlotte Tilbury and Dior. - The movement is evolving influencer marketing toward greater authenticity and transparency. Brands are being pushed to work with creators who genuinely believe in their products and to provide honest reviews that include both benefits and drawbacks.
