The Idea and Scale of the Deinfluencing Phenomenon

The deinfluencing trend coincided with the MascaraGate scandal. One influencer, attempting to highlight the effect of a mascara in a promotional video, wore false lashes—misleading her audience. She was exposed, which led to negative consequences for both the brand and the influencer. This incident revealed dishonest practices and prompted some consumers to reflect on how, why, and what they purchase.

From the beginning, TikTok has been the main platform for deinfluencing, and the trend has not spread to other channels. Earlier this year, TikTok registered several million uses of the hashtag #deinfluencing, and now this number has reached hundreds of millions! By comparison, Instagram has only slightly over 5,000 posts under this hashtag.

Initially, the focus in posts and stories was on encouraging people not to buy expensive brand products. Influencers would (and still do) recommend cheaper alternatives with similar ingredients or effects. This communication style is especially popular in the United States. However, deinfluencing has become much more than just about purchasing decisions—it has evolved. The trend now extends beyond shopping and encourages:

• stopping mindless scrolling,
• following only creators who provide valuable content from the viewer’s perspective,
• reducing overall online activity.

  

The USA: The Birthplace of the Trend – Examples from Across the Ocean

In the United States, online creators are boldly calling for boycotts of specific brands, tagging their profiles without hesitation. Most often, this criticism discourages purchasing specific products (and suggests cheaper alternatives) or boycotting a brand entirely if it engages in dishonest business practices.

Here are six examples of such actions:

@your.richbff tries to convince people not to buy certain expensive products from brands featured in her posts. Another creator, @michellehasaspendingproblem, regularly reviews products, sharing items she believes are unnecessary. Similarly, @kiacyntrice focuses on items like school supplies that might not be essential.

The influencer behind @livekindly (middle screenshot) advises against shopping on the e-commerce platform „Temu,” pointing out its poor environmental practices.

Deinfluencing Among Polish Creators

In Poland, the deinfluencing trend also exists, but at a smaller scale and with a slightly different focus. Here, creators primarily concentrate on smart shopping and eco-friendly living. Below are examples from three selected creators:

On the profile @rozsadne_zakupy, you’ll find plenty of information highlighting that brand isn’t the most important factor—quality is, and high quality doesn’t always come with a high price. The @czytametykiety profile follows a minimalism approach to shopping. In a post visible on the screenshot, the author shares what and why she has stopped buying—her perspective might surprise some or provide a strong incentive for change. Meanwhile, the @rabat.alert profile shows how to spend money wisely on various services, offering cheaper options and saving time searching for discounts, coupon codes, or poorly communicated promotions.

More Mindful Consumers and Brands in Trouble? Future Conclusions

I came across an article online with which I fully agree: “De-influencing is still… influencing.” Whether the goal is to save money or spend it more wisely, it still involves the influence of social media creators on our final purchasing decisions. So, does this type of communication make sense?

Deinfluencing from the Consumer’s Perspective:

• Creators are increasingly sharing their experiences with brands, giving us essential product or service insights that we won’t find in official brand communications.
• The vast number of brands (e.g., in the cosmetics market) requires constant verification. This is where niche creators, who loudly say “I’m checking,” come in handy.
• Personal storytelling by creators is a powerful marketing tool, and as we become more aware of this, we are seeking and appreciating authentic influencers.

Deinfluencing from the Brand’s Perspective:

• Consumers are becoming more inquisitive, meaning brands need to invest even more effort into transparency and authenticity. Trust can easily be lost by partnering with the wrong creators.
• This trend benefits smaller, lesser-known brands that offer alternatives to large, prestigious ones. Influencers can help build brand awareness through simple, authentic communication that informs audiences about better alternatives.
• If your brand aligns with values such as eco-conscious living, affordable but quality products, environmental protection, or recycling, it’s worth collaborating with influencers who can authenticate these values.
  
  

Key Takeaways:

• Deinfluencing, a trend promoting mindful shopping, minimalism, and thoughtful consumption, has primarily taken hold on TikTok. The MascaraGate scandal contributed to its rise.
• Initially, the trend focused on discouraging purchases of expensive brands and suggesting cheaper alternatives. Now, it encompasses broader lifestyle changes, including minimalism and reducing online activity.
• In the U.S., deinfluencers are boldly criticizing unfair business practices and encouraging boycotts of specific brands, while in Poland, the trend is more focused on smart shopping, promoting quality, and eco-conscious living.
• Influencers continue to play a significant role in shaping purchasing decisions. For brands, the deinfluencing trend presents an opportunity to build authenticity, transparency, and promote their values.