The trend: Creators and influencers who usually use platforms like TikTok to promote products are instead telling audiences what not to buy. #Deinfluencing videos have racked up roughly 208 million views on TikTok as of February 21.
Why it’s happening: There’s no shortage of reasons for why de-influencing is a TikTok trend of the moment.
Yes, but: “De-influencing” is still influencing. Creators are using their power to sway the purchase decisions of a broader population; the practice has just been adapted to resonate with consumers during an economic downturn. Plus, posting critical reviews can help creators distance themselves from controversies that are eroding trust in the influencer industry.
Why it matters: Creators have become a mainstay in brands’ social commerce strategies, particularly those targeting Gen Z and millennials. TikTok is a major driver of both new social commerce sales and buyer growth in 2023, per our latest forecast.
Our take: Trends come and go, and the hype around “de-influencing” will likely fade when economic conditions improve. But this is a good time for marketers to re-evaluate their influencer marketing strategies to ensure that they are partnering with the right creators and not overloading audiences with sponsored content.
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