What does the de-influencing trend mean?

If you’re yet to hear about it, the de-influencing trend sees content creators and influencers telling audiences what brands and products NOT to buy. A stark contrast to the myriad ads we see day in day out promoting products to purchase. 

It’s not an overly surprising rebellion, as the demand for authenticity increases, but it does mark an interesting shift in control between brand and influencer. 

The trend has taken TikTok (primarily) by storm in recent weeks because viewers love this new wave of perceived honesty from their favourite creators. They also love the scandal of previously overhyped brands being brought down a notch or two. 

As an influencer, getting involved in the de-influencing trend is a great way to drive up credibility. Particularly in the wake of increasing backlash against the over saturation of inauthentic “ad” content across platforms. 

If anyone is thinking this marks the end of influence, I beg to differ. This is a power play pure and simple. Influencers prove their authenticity, strengthening their relationship with fans, and laying the path for an increased buy-in when they start promoting products to purchase again. 

As for brands. Again, the de-influencing trend presents a brilliant opportunity to get cut through. For brands with high quality products that do what it says on the tin, that is. After all, as competitors with similar but lesser products get dismissed by the de-influencing trend, they make way for hero products to land grab. 

If you are an honest brand, with honest products, the de-influencing trend really shouldn’t negatively affect you. In fact, it might help you. 

Let’s hope this trend acts as a reminder to all, influencer and brands alike, to prioritise authenticity, honesty, and integrity.