Once upon a time, social media influencers were the kings and queens of the online world, adored by millions of followers who hung on their every word. But now, a new trend has emerged on TikTok, and it’s putting the power back in the hands of the people. The de-influencing movement has taken over the app, with users sharing their honest opinions on everything from skincare to gaming equipment. It’s a refreshing change from the endless stream of sponsored posts and paid promotions that have come to dominate our social media feeds. But what does this trend mean for the future of influencer marketing? Let’s take a closer look.

What’s causing the skepticism around influencing?

As with most things in life, there’s always a catch, and influencer marketing is no exception. One major reason why the de-influencing trend is gaining traction is due to the economic climate. With high inflation and uncertainty about the future, people are more cautious than ever with their spending. And with concerns around job security and financial stability, many are reluctant to take financial advice from people who are seen to be living a seemingly perfect, but ultimately unrelatable, lifestyle. But it’s not just the economic climate that’s causing skepticism around influencing. Recently, a well-known influencer was caught out in a scandal that shook the influencer world to its core. The incident, which became known as MascaraGate, involved a popular creator being accused of wearing false eyelashes in a sponsored video promoting L’Oréal mascara. The news went viral, and people began to question whether they could trust the opinions of influencers who benefit financially from recommending products. And on top of this fiasco let’s not forget about the good ol’ elephant in the room – good ol’ bought Instagram fame. In a world where authenticity is increasingly valued, buying fake likes and followers is like showing up to a costume party dressed as a real influencer. It might look good at first, but as soon as someone takes a closer look, the illusion falls apart. Beyond the obvious lack of credibility, the practice of buying fake likes and followers is also concerning because it can create an unfair advantage for some influencers over others who play by the rules. It’s no wonder why people are skeptical when it comes to influencers – with so many tactics used to inflate their influence, it can be hard to tell who is truly trustworthy.

Is influencer marketing no longer effective?

But don’t be too quick to write off influencer marketing just yet. While the de-influencing trend may have people thinking twice before making a purchase, it’s not necessarily the end of the road for influencer marketing. In fact, the trend has evolved on TikTok, with users now creating videos that offer alternative product recommendations. These videos, which have become increasingly popular, offer a refreshing and honest take on product reviews. One such video, which has garnered over 730K views, is a prime example of this. The creator gives alternatives to the items she doesn’t recommend, providing a more balanced view that allows users to make informed decisions. At the end of the day, the effectiveness of influencer marketing depends on the trust that audiences place in the creators they follow and the brands they promote. In some cases, the act of de-influencing can be seen as a strategy to build trust with an audience before ultimately influencing another purchase down the line.

Who is behind the de-influencing trend?

The de-influencing trend doesn’t seem to have a single person or organization behind it. It is a lot like a Hollywood mystery – we don’t know who did it, but we can’t stop talking about it. With no clear mastermind or organization leading the charge, it’s a grassroots movement that has taken over social media, especially on TikTok. In every nook and cranny of the internet, from gamers to makeup enthusiasts, people are using the trend to give honest reviews and recommendations that are worth their weight in gold. It’s a breath of fresh air, a sign that maybe we’re finally ready to move beyond the days of shady sponsorships and inauthentic endorsements.

Individual responsibility

As the de-influencing trend continues to grow, some influencers are pushing back and calling for more individual responsibility. But let’s face it, it’s easier said than done. With so many products and recommendations flooding our feeds, it can be hard to know what’s legit and what’s just a paid advertisement. And while not all de-influencing videos are about reducing consumption, they do offer a refreshing and much-needed dose of honesty in a world where it’s hard to know who to trust. As we continue to navigate the murky waters of social media, it’s clear that naivety and ingenuity are becoming increasingly scarce resources. So let’s embrace the de-influencing trend and take control of our purchasing decisions, one TikTok video at a time.

At Interval, we couldn’t resist the opportunity to talk about de-influencing – after all, we’re always looking for ways to stay ahead of the curve. While it’s true that the de-influencing trend represents a growing skepticism towards influencer marketing, it’s important to remember that the power of social media influence is still alive and well. By embracing the trend and being transparent with our followers, we can continue to build trust and promote products that are genuinely worth recommending. So, whether you’re a seasoned influencer or just getting started, let’s work together to keep the conversation honest and engaging. To keep up with the latest trends in influencer marketing, be sure to follow our blog and get in touch with us to learn how we can help take your social media game to the next level.