However, she says, deinfluencing and the backlash against overconsumption mirror a growing trend toward minimalism. It is no different than saying, ‘Vote for this candidate,’ versus ‘Here’s why you shouldn’t vote for this candidate,’” Ruby says. “Rather than saying buy this, they are saying – don’t buy this. Isn’t that just influencing by another name? In short, influencing is trying to persuade social media users to buy certain products.ĭeinfluencing is the opposite of that – but with some caveats. A recent study showed that 87% of people surveyed followed a brand, visited its website or made a purchase online after they saw a product advertised on social media, making visual platforms such as Instagram and TikTok lucrative for promotions.īrands and companies pay influencers to market goods, experiences and services to their followers. It comes as social media has become crucial for marketing products and services – especially to younger consumers. Kris Ruby: ''To be deinfluenced, you have to be influenced to begin with.' Courtesy John O'Donnell To get a deeper sense of what deinfluencing is – and isn’t – we talked to people who understand it best.ĭeinfluencing is an emerging social media trend that discourages consumers from buying certain products that the deinfluencer has found to be indulgent, ineffective or not worth the money, says Kris Ruby, a social media analyst and president of Ruby Media Group. On TikTok, for example, 582 million of the 584 million total views for the #deinfluencing hashtag occurred in the 12 months, the platform said in May. They also talk about sustainability and the cost of waste associated with specific industries, such as beauty and fashion.ĭeinfluencers are growing in popularity. Their messages are simple and straightforward: These items are overhyped, you don’t need them, and here’s why.

As consumers watch their spending during these inflationary times, this emerging group of social media users is urging people to evaluate whether they really, really need that $185 weighted blanket. These are broken down by my main business SEO and keyword interests and categories, they are not necessarily in some sort of “official” format.We’ve all seen those youthful, photogenic people who promote fashions, foods or services to their large followings on TikTok and Instagram.īut now a new breed of “deinfluencers” has arrived, and they’re saying that materialism and overpriced trends are no longer in style. Great for bloggers, marketing, social media and beginners.

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