Deinfluencing: The viral TikTok trend that could be reshaping influencer marketing
Once again, TikTok is leading the internet with a new viral social media trend. Over the past week, everyone’s For You page has been flooded with posts of influencers telling you what you shouldn’t buy. Acting as the antithesis to traditional influencing, this trend is being referred to as “deinfluencing” where creators are urging viewers not to buy something, as opposed to creating hype around a product. The term first cropped up at the start of the new year and the hashtag now has more than 52 billion views.
This comes off the back of recent controversy around influencer Mikayla Nogueira who was accused of using false lashes and deceiving users after posting a review of a mascara product. Last year, influencer Lydia Millen was also in the firing line for checking into the Savoy Hotel after her heating had broken. Amidst a cost-of-living crisis where families are struggling to afford a basic standard of living, as 53 million Brits face fuel poverty – according to a new report by academics from the University of York – experts have argued that the marketing industry is entering an era of “recession-core influencing”. CEO of Room Unlocked – a platform overhauling influencer marketing for the world’s biggest brands – argues authenticity and credibility is now the only way to reach consumers at home.
Room Unlocked found that 60% of the nation finds influencers who flaunt their wares on social media infuriating amidst the cost-of-living crisis, meaning content creators have a responsibility to tailor the content they post and ensure their message is well-timed in the current climate. With those in the industry traditionally associated to leading lifestyles of wealth and luxury, a reality that is now so out of reach for many, how does influencer culture evolve amidst a social crisis?
As users, we have outgrown the culture of perfectionism associated with mainstream social media platforms meaning online authenticity is now dramatically reshaping the internet and the way we consume these channels. Further highlighting this, the landmark research by Room Unlocked revealed 64% of Brits say they have lost respect for influencers that are driven by commercial gain, and lack authenticity. Valuing un-filtered posts and real conversation over curated feeds and relatable lifestyles, 37% said they identify more with influencers who post with a social cause at the heart of their content – highlighting the need for brands to engage with content creators, not just for financial gain, but to make a positive difference in society. Consumers also want to see themselves reflected in those brands choose to collaborate with, as 25% of Brits say they only follow influencers who share the same beliefs and values as them.
