#Deinfluencing is trending and has racked up over 357 million TikTok views as of March 2023. This viral influencing trend addresses the hunger for authenticity in the noisy sponsored content social media landscape. Our content marketing specialist Marianne O’Connor explains why brands need to understand deinfluencing and similar trends.
The rise of the #deinfluencing trend on social media
If you explore the deinfluencing hashtag, you will find influencers recommending what not to buy, or letting their followers in on the best affordable dupes of famous products. While deinfluencing content is currently trending, this behavior has actually been a staple in influencing for a while now. Influencers advising their audience on what they like and dislike, as well as giving recommendations, have long been a part of the job description.
While deinfluencing is really just influencing at its core, it is likely that the deinfluencing trend has taken off due to a lack of authenticity in many influencers’ posts. Consumers—especially younger generations like gen z and millennials—crave authenticity due to intrusive advertising and deceptive tactics that are easy to spot on social media.
Hungry for authenticity
Younger consumers come to social media to express their true selves and build communities without judgment and criticism, and they expect the same from the content in their feeds. In fact, brand activism has never been stronger or more important to young consumers. And authenticity is a key factor for brands to consider as they build their social media presence as it allows them to form deeper connections with their targets—building both brand trust and loyalty.
It is not surprising that the deinfluencing trend is taking off at a time when the U.S. Securities and Exchange Commission (SEC) charged Kim Kardashian for unlawfully touting crypto security on Instagram and the Federal Trade Commission (FTC) charged a detox tea company $1M in fines over Instagram influencer ad deception. All while lawsuits are piling up as U.S. parents sue social media giants over lack of protection for children’s mental health. Most recently, “Mascara Gate” has captured the attention of the cosmetics community, sparking outrage about disingenuous beauty reviews.
Related reading: 10 tips for building your brand’s social media strategy.
Why brands need to understand deinfluencing & “recession core”
Brands need to understand deinfluencing and “recession core” because it will change how they engage with their target audiences. Much like deinfluencing, “recession core” is dubbed by TikTok content creators as a strategic sleight-of-hand leveraged by the wealthy and famous to mask the appearance of extravagance during tough economic times. TikTok trend predictions show that the last thing the average consumer wants to see amid a cost-of-living crisis is unattainable expensive influencer trends.
Brands should follow suit and focus on authenticity by understanding the current cultural and financial climate. In doing so, they won’t have to worry about getting caught up in negative influencer trends as they are pivoting their strategy to adapt to the values their consumers believe in.
Understanding deinfluencing and recession core goes beyond protecting your brand’s reputation. It highlights the importance of authenticity as a guiding principle, essential for a brand to thrive in today’s rapidly changing landscape while highlighting influencers’ power in shaping your brand’s image.
As consumers become increasingly discerning and cost-conscious during economic downturns, companies need to navigate these challenges with empathy. This means adopting new influencer marketing strategies that focus on building authentic relationships and providing value that resonates with their audience’s changing needs and priorities.
By staying ahead of these changes and proactively adapting their approach, brands can weather hard economic times and deinfluencing trends and emerge stronger and more resilient than ever before.
Looking to revamp your social strategy for a more authentic presence? We’re here to help: Drop us a line.