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Deinfluencing is a trend that encourages people to refrain from buying products that are promoted online or via influencers.
The trend gained momentum on TikTok and other platforms. (Representative Image)
Remember the ‘deinfluencing’ trend that swept across the Internet in 2023? Diana Wiebe, a TikTok influencer from Ohio, is bringing it back into the spotlight, urging people to reconsider their online shopping habits. Once an active promoter of various products and services, Wiebe found that experience didn’t live up to the hype, thus pushing her to the other side of the spectrum. Wiebe, like many other ‘de-influencers’, has become a part of the rising movement that discourages influencer culture and fast fashion.
Through her videos, Wiebe asks her followers to rethink before purchasing anything and explains how practices like weekly clothing hauls are not normal consumption habits.
So what is this deinfluencing trend that has taken over the Internet in the past few years? With several self-claimed de-influencers taking part in a movement to discourage audiences from buying overhyped stuff, it has started representing a departure from the usual “swipe up and buy now” thing.
What Is Deinfluencing?
Deinfluencing is an emerging social media trend that encourages people to refrain from buying products that are promoted online or via influencers. A section of people who refer to themselves as deinfluencers describe such purchases to be indulgent, ineffective, and not worth the money. At a time when social media has become a crucial platform for marketing products and services, especially for younger customers, it has created a path for brands and companies to collaborate with influencers to market their good services and experiences to followers.
In simple terms, while influencing includes making efforts to persuade social media users into buying things, deinfluencing is just the opposite of that.
Mikayla Mains, a St. Louis-based content creator, shared her thoughts on the deinfluencer trend in a conversation with CNN. While acknowledging the movement’s refreshing approach, she admitted feeling disconnected from it. “The trend feels refreshing at a time in social media marketing can feel like pressure by suggesting you buy expensive luxuries just to feel good about yourself. As someone who has struggled in the influencer realm with the morals of influencing, I love to see us taking a turn in a different direction, she said.
To encourage her followers, Michelle Skidelsky, a Canadian influencer used one of her TikTok posts to explain why they don’t need a new set of clothes at the start of every season. “First of all, new clothing that’s not like fast fashion is expensive these days. If you are going on a trip, you don’t need a new wardrobe for either of these things. Make do with whatever you have and live within your means,” she said further explaining why people also don’t need multiple new pairs of sunglasses or other accessories to match their outfits every time.
It is worth mentioning that the deinfluencing trend has inspired many on social media, providing a refreshing perspective at a time when impulsive shopping trends have taken the lead.
