Under de-influence: What is the de-influencing trend that’s taking over TikTok?

Thus far, the trend has been playing out in a number of ways. Some creators de-influence by simply sharing the products that they have tried and didn’t like, but most de-influence their followers from buying influencer-adored beauty products, only to share alternative (and typically more affordable) product recommendations (aka “dupes”).

Notably, the de-influencing trend coincides with the infamous MascaraGate incident; popular beauty influencer Mikayla Nogueira posted a TikTok video touting the L’Oréal Paris Telescopic Lift Mascara, and she was subsequently accused by viewers of wearing false lashes due to the unnatural length and thickness of her lashes after putting on the mascara.

MascaraGate sparked a conversation around influencer culture and misleading product reviews.

A large portion of TikTok users are Gen Zs, and it’s well-known that they are an economic force that expects authenticity and transparency from brands. TikTok users have pointed out that some content creators will pull wool over their audiences’ eyes in exchange for brand deals and new products. This need for authenticity fuelled the rapid rise of the popularity of de-influencing.

Besides a need for authenticity, the pushback on product recommendations is also linked to the current state of the economy. Across the globe, many have tightened their purse strings due to a looming recession and inflation.

There's less frivolous spending on non-necessities, and so if a trend tells us not to buy something, we're definitely more keen to listen as compared to one that recommends us to shell out more money.

De-influencing appears to be a stark contrast to traditional consumerism-fuelled influencer culture.

Yet, as is often the case online, what started as a trend that addresses honesty and materialism has morphed into an ironic cycle. Most of these viral de-influencing videos feature influencers suggesting other products to their followers, and that leads one to wonder – in recommending “dupes” and “affordable alternatives”, can we really still call it de-influencing if they are simply encouraging people to buy different products?

At the end of the day, for the most part, it's the same cycle of overconsumption. Influencers who are hopping on the trend are still using their power to sway purchase decisions, but it’s simply been rebranded for the recession era.

So the next time you come across a 'de-influencing' video, remember: de-influencing is still influencing.