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Deinfluencing and why it matters

Zero likes on social media

What's the word

TikTok, one of the world’s most popular social media apps, especially for young consumers, has become a prominent search engine for researching products online. Yet, there’s been a massive U-turn in recent weeks. Instead of recommending the next purchase, influencers now ask you to pause before making any purchases, or deinfluencing. Posing a stark, yet positive contrast, viral TikTok videos now start with “Let me deinfluence you...” and ask audiences not to buy these trending products that are popping up on their social feeds.

Promoting sustainability and not indulging in short- lived fashion and beauty cycles have caught the attention millions, with the hashtag #defluencing garnering nearly 200 million views. This is also seen as a combat to the recent controversy surrounding false advertising and inauthenticity on social media, as audiences are well-aware that influencers are not getting paid to talk about specific products.

Why deinfluencing matters

While many brands have been using TikTok to engage with young customers to promote their products, TikTok has been criticised for advocating consumerism. #defluencing reflects a new change in customer behaviour. Audiences are now paying more attention to sustainability, authentic advertising, and responsible shopping.

To marketers, it also reveals a possible shift in your marketing strategy - how to better leverage influencer marketing to promote your core values instead of encouraging excessive shopping and financial show-off.

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