“Deinfluencing” appeared on TikTok very recently and is a real counterweight to influencers who sell dreams by testing not-so-recommendable products or brands.
If part of the population remains particularly critical of what social networks represent and their excesses, a sort of rebalancing seems to have been triggered, thanks to the emerging phenomenon of “deinfluencing”. Behind this buzzword, especially on TikTok, there is a tendency to show users that the products offered by influencers are in fact not the best.
An anti-consumerist trend
At the start of the year, TikTok welcomed a new trend, that of influencing, which has already generated, according to our findings, hundreds of millions of views since the beginning of the year. Visibrain specifies that the phenomenon emerged on January 18, and that it has already allowed its users to collect nearly 10 million likes through their posts.
So what is this trend all about? Focused around anti-consumerism, it allows content creators, themselves most often influencers, to explain in video which products not to buy, by directly wetting the shirt and proving, through the camera test, that the product in question is far from keeping the miraculous promises displayed by other influencers.
These videos contribute to displaying a certain rejection of the culture of overconsumption and to dismissing the misleading or misleading essays of certain influencers, to leave more room for transparency and sincerity, which we can see as a good thing. .
THE influencing spares neither influencers nor brands
The bearers of this movement influencing choose to denounce consumerism by highlighting several hashtags, #deinfluencergang #saveyourmoney #antihaul or #consciousconsumer being among the most used in TikTok publications.
What is interesting is to see the types of product that most often end up in the eye of the storm. And clearly, an industry is emerging: that of cosmetics, which accounts for more than half (55%) of posts related to deinfluence. Make-up, hairdressing and skin care are the most targeted. Behind, we find fashion (12%).
And beware, deinfluencing does not miss anyone. Some major brands in the cosmetics industry are regularly the subject of videos critical of the product. Several products from the Sephora brand are criticized, and we even witnessed a “mascaragate” after the video deemed misleading by the influencer Mikayla Nogueira on one of the mascaras from L’Oréal Paris.
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