Marketers Should Care About De-influencing, the TikTok Trend that Won’t Quit

Tired of overhyped products, discerning Gen-Zers are telling people what not to buy

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Influencer marketing is maturing. Creators are leaving #TikTokMadeMeBuyIt back in 2022, declaring 2023 the era of #De-influencing instead.

As “eat the rich” storylines permeate culture (see: The White Lotus, The Glass Onion, The Menu and your Twitter timeline), Gen Z is mounting its own push against capitalism on TikTok.

In the simplest of terms, “De-influencing” is a term coined by young creators pushing against the culture of consumption the digital age has given rise to. Claiming to be more authentic than their influencer brethren, de-influencers don’t want to sell you stuff: instead, the movement comprises videos advising viewers not to buy overhyped products, sometimes they spotlight lower-price alternatives too.

So what should people not spend their money on? Well, according to the hashtag—which has amassed more than 257 million views—the Dyson Airwrap.



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