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The Rise of the De-Influencer

With 68 million views on TikTok, the new de-influencing trend looks like it might be here to stay.

By Kristen Dahlin

1 min read

De-influencing is a growing trend on TikTok where users are getting candid about what not to buy. They’re fed up with the endless stream of inauthenticity, misleading recommendations, and overhyped videos for life-changing products.

De-influencing videos aim to steer consumers towards cheaper alternatives or avoid spending money altogether. We love that! There’s more than 68 million views under the hashtag #deinfluencing on TikTok so it’s definitely becoming a thing.

Strangely, we tend to trust famous people. So it’s no surprise that we’re driven to accept half-baked advice because fortune favors the brave like Matt Damon. Our society has been peddling products this way since as long as we can remember.

But today, so many smart people see through the noise and demand authentic online experiences.

So if the public is more suspicious about performative-ness online, how are you going to attract eyeballs for your clients’ products?

Kristen Dahlin

About Kristen Dahlin

Kristen fell into content marketing between Disneyland gigs and Hawaiian weddings. With a few years of SEO-fueled freelance under her belt, she wandered into tech. That winding path eventually landed her as a founding team member of BRIL.LA.