Oct 9, 2025
7 MIN READ
Learning Basics
Learning Basics
What Is Deinfluencing and How Should Brands Respond?
What Is Deinfluencing and How Should Brands Respond?
What Is Deinfluencing and How Should Brands Respond?
Rashmi Singh
Rashmi Singh
Rashmi Singh
Rashmi Singh
Content Marketer @impulze.ai
Sections
Blog in Short ⏱️
Blog in Short ⏱️
A quick glance at the highlights—perfect for when you're short on time.
A quick glance at the highlights—perfect for when you're short on time.
Deinfluencing is when creators tell audiences what not to buy. It is a pushback against overhyped, overpriced, or unnecessary products.
Why it matters: It reflects consumer fatigue, distrust in influencer hype, and a shift toward authenticity, mindful spending, and sustainability.
How it started: Viral on TikTok in early 2023, now mainstream across Instagram and beyond.
Impact on brands: Hype-heavy products risk exposure, but transparent and affordable brands can thrive.
What consumers want: Honest reviews, real value, and advocates who genuinely use products.
How brands should respond:
Focus on authenticity, not just hype.
Partner with true brand advocates and long-term influencers.
Embrace honest reviews, even the critical ones.
Turn user-generated content (UGC) into social proof.
Use data to ensure influencers have real engagement.
The way ahead: Deinfluencing isn’t the end of influencer marketing. It’s a filter that rewards brands that build trust, deliver value, and stay authentic. Tools like impulze.ai help you find genuine influencers, validate audiences, and prove ROI.
Every time I dive deeper into the world of influencer marketing, I stumble upon a new buzzword. And this time, it’s “deinfluencing.”
Sounds contradictory, right? Influencers telling people not to buy something?
But that’s exactly what it is and it has shaked up the way people see brand promotions online. What started as a pushback against overhyped products has now become a movement that brands can’t afford to ignore.
In this blog, I’ll break down what deinfluencing really means and how you, as a brand, can respond to it without losing trust or relevance.
What Is Deinfluencing?
At its core, deinfluencing is pretty simple. Creators tell their audiences what not to buy. Instead of hyping up the latest “must-have,” they call out products that feel overhyped, overpriced, or just unnecessary.
The idea isn’t brand new. If you look back, you’ll find creators doing “anti-hauls” or honest reviews as far back as 2022. But it was in early 2023 that deinfluencing really took off, especially on TikTok.
Suddenly, videos calling out over-marketed products started going viral, and the movement quickly spilled over to Instagram.
What began as a pushback against consumer fatigue has now turned into a bigger conversation around authenticity, overconsumption, and whether influencers should be recommending everything they’re paid to promote.
Why Is Deinfluencing Happening?
Honestly, deinfluencing is a backlash. And brands need to wake up: people are done with being sold to at every scroll.
Here’s what’s pushing this trend, and why it’s not going away.
Rising Consumer Skepticism
Trust in influencer content is tanking.
A 2024 survey by iCubesWire found that 53% of consumers do not trust influencer content at all, while only 13% completely trust it. This isn’t some niche concern; it’s a majority. So, if your brand is still leaning on gloss over substance, you’re losing.
Pushback Against Over-commercialization & Influencer Fatigue
When every #sponsored post looks the same and when influencers promote stuff they clearly don’t believe in, people notice.
Case in point:
A 2023 case that sparked debate was around TikToker Mikayla Nogueira. The 24-year-old beauty creator shared a mascara review video that quickly went viral, not for the product itself, but for the controversy it stirred. Viewers accused her of secretly using false lashes to exaggerate the results, leading to widespread criticism and raising fresh concerns about authenticity in influencer recommendations.
Cost-of-living Crunch + Economic Pressure
Inflation, rising prices, shrinking discretionary income—these things force consumers to get real. They want value, not just price, but usefulness, ethicality, and durability.
TikTok’s deinfluencing videos are racking up views because people want advice grounded in reality, not just what looks good in a filter.
The Guardian reported that creators like Valeria Fridegotto are calling out overpriced items, saying many trends are luxuries most people can’t afford.
Trend Cycles Spinning Faster Than Ever
We’re in an era where something goes viral today and is passé tomorrow. The speed at which new influencers and new “must-have” products flood social media means fatigue sets in quickly.
TikTok’s #deinfluencing alone has amassed hundreds of millions of views, even crossing into billions, depending on how you measure with content showing skepticism toward all sorts of products folks once bought into without question.
Cultural shifts: Minimalism, Sustainability, Mindful Consumption
This one’s not just about wallets, it’s about values.
More people are echoing concerns: environmental impact, waste, ethical production. Deinfluencing isn’t just “don’t buy that mascara”—it’s “do I need thirty mascaras when most of them don’t even deliver?”
Past trends like “anti-hauls” or sustainable fashion pushed this, but deinfluencing makes it mainstream.
Is Deinfluencing Bad for Brands?
Not really.
It depends on what side of the spectrum your brand falls on.
If your product is all hype and little substance, then yes, deinfluencing can sting. Creators calling out flimsy quality or inflated claims can spread fast, and it’s often hard to bounce back from that kind of exposure.
But for brands that are transparent, customer-first, and confident in what they offer, deinfluencing can actually work in your favor. It opens the door to more authentic conversations where your product’s real value shines through.
We’ve already seen affordable drugstore staples like Maybelline Sky High mascara and e.l.f. Cosmetics’ dupes gain love after creators positioned them as smarter buys compared to overpriced luxury products.
Even skincare brands like CeraVe and The Ordinary have benefited, with influencers praising their effectiveness over flashier, high-ticket items.
So, rather than killing brands, deinfluencing acts as a filter. It weeds out the weak and rewards the ones that can stand tall on authenticity and trust.
How Should Brands Respond to Deinfluencing?
It can feel a little unnerving when you see a trend like "deinfluencing" pop up, but it's really a signal that consumers are ready for a change. They are not actually rejecting products entirely but instead they are not falling for the hype. I guess this gives you a great chance to focus on building real trust and show your brand's true colors.
Here’s how you can turn this new landscape into a huge win for your brand:
1. Focus on Authenticity, Not Hype
People are getting tired of overly polished, fake-looking ads. Most consumers don’t fully trust what influencers say anymore.
For instance, brands like Traya and Dot&Key have built massive fan bases by being transparent about their ingredients and how their products actually work. They prove that genuine, straightforward messaging works best.
2. Find True Brand Advocates
Forget one-off campaigns. Instead, look for influencers who already love and use your product.
When an influencer genuinely believes in what they’re promoting, their audience can tell, and it builds so much more credibility.
Go a step further: talk to your customers. Many of your happiest buyers can become powerful advocates. Encourage them to share their experiences, reviews, and tips. Turn this user-generated content (UGC) into social posts, stories, or even campaign material.
Not only does this show that real people trust your brand, but it also creates a continuous stream of authentic content that vibes with your audience.
3. Embrace Honest Reviews
It can be scary, but don't be afraid of less-than-perfect feedback.
When you're open to all kinds of reviews, it shows your brand is confident and has nothing to hide. A mix of positive and negative feedback can actually make your brand seem more authentic and trustworthy.
Take Glossier, for example. In 2023, Glossier faced backlash for changing Balm Dotcom. They embraced the criticism, brought back the original formula, and shared the story, showing audiences that honest feedback strengthens trust.
4. Build Lasting Relationships
When you invest in long-term partnerships with influencers, you're not just running a campaign; you're building a relationship. The more an influencer uses and talks about your product over time, the more their audience will trust their recommendations.
This is a much better strategy than jumping from one influencer to the next, which can make your brand seem like it's just following trends.
Nike can be a really good example for this. When they partnered long-term with athletes like LeBron James, it wasn’t a one-off post. Fans saw him genuinely using the gear over time, which built trust, credibility, and made every promotion feel authentic, not forced.
5. Use Data to Find Real Engagement
How do you find the right people to partner with? By using the right tools. Influencer search platforms like impulze.ai can help you vet influencers to make sure they have a real, engaged audience and not just a bunch of fake followers.
When you use data to find genuine influencers, your campaigns will be more successful and your brand-consumer relationships will be stronger.
The Way Ahead
So, what does all this mean for brands? The days of chasing virality with flashy campaigns are over. People want real value and authentic products.
The good news? You don’t have to guess who to trust or which creators actually move the needle. Tools like impulze.ai can help you find influencers with genuine engagement, track real impact, and spot trends like deinfluencing before they hit big.
In other words, it’s about working smarter, staying authentic, and making sure your brand’s story actually resonates. Let’s start for free!
Every time I dive deeper into the world of influencer marketing, I stumble upon a new buzzword. And this time, it’s “deinfluencing.”
Sounds contradictory, right? Influencers telling people not to buy something?
But that’s exactly what it is and it has shaked up the way people see brand promotions online. What started as a pushback against overhyped products has now become a movement that brands can’t afford to ignore.
In this blog, I’ll break down what deinfluencing really means and how you, as a brand, can respond to it without losing trust or relevance.
What Is Deinfluencing?
At its core, deinfluencing is pretty simple. Creators tell their audiences what not to buy. Instead of hyping up the latest “must-have,” they call out products that feel overhyped, overpriced, or just unnecessary.
The idea isn’t brand new. If you look back, you’ll find creators doing “anti-hauls” or honest reviews as far back as 2022. But it was in early 2023 that deinfluencing really took off, especially on TikTok.
Suddenly, videos calling out over-marketed products started going viral, and the movement quickly spilled over to Instagram.
What began as a pushback against consumer fatigue has now turned into a bigger conversation around authenticity, overconsumption, and whether influencers should be recommending everything they’re paid to promote.
Why Is Deinfluencing Happening?
Honestly, deinfluencing is a backlash. And brands need to wake up: people are done with being sold to at every scroll.
Here’s what’s pushing this trend, and why it’s not going away.
Rising Consumer Skepticism
Trust in influencer content is tanking.
A 2024 survey by iCubesWire found that 53% of consumers do not trust influencer content at all, while only 13% completely trust it. This isn’t some niche concern; it’s a majority. So, if your brand is still leaning on gloss over substance, you’re losing.
Pushback Against Over-commercialization & Influencer Fatigue
When every #sponsored post looks the same and when influencers promote stuff they clearly don’t believe in, people notice.
Case in point:
A 2023 case that sparked debate was around TikToker Mikayla Nogueira. The 24-year-old beauty creator shared a mascara review video that quickly went viral, not for the product itself, but for the controversy it stirred. Viewers accused her of secretly using false lashes to exaggerate the results, leading to widespread criticism and raising fresh concerns about authenticity in influencer recommendations.
Cost-of-living Crunch + Economic Pressure
Inflation, rising prices, shrinking discretionary income—these things force consumers to get real. They want value, not just price, but usefulness, ethicality, and durability.
TikTok’s deinfluencing videos are racking up views because people want advice grounded in reality, not just what looks good in a filter.
The Guardian reported that creators like Valeria Fridegotto are calling out overpriced items, saying many trends are luxuries most people can’t afford.
Trend Cycles Spinning Faster Than Ever
We’re in an era where something goes viral today and is passé tomorrow. The speed at which new influencers and new “must-have” products flood social media means fatigue sets in quickly.
TikTok’s #deinfluencing alone has amassed hundreds of millions of views, even crossing into billions, depending on how you measure with content showing skepticism toward all sorts of products folks once bought into without question.
Cultural shifts: Minimalism, Sustainability, Mindful Consumption
This one’s not just about wallets, it’s about values.
More people are echoing concerns: environmental impact, waste, ethical production. Deinfluencing isn’t just “don’t buy that mascara”—it’s “do I need thirty mascaras when most of them don’t even deliver?”
Past trends like “anti-hauls” or sustainable fashion pushed this, but deinfluencing makes it mainstream.
Is Deinfluencing Bad for Brands?
Not really.
It depends on what side of the spectrum your brand falls on.
If your product is all hype and little substance, then yes, deinfluencing can sting. Creators calling out flimsy quality or inflated claims can spread fast, and it’s often hard to bounce back from that kind of exposure.
But for brands that are transparent, customer-first, and confident in what they offer, deinfluencing can actually work in your favor. It opens the door to more authentic conversations where your product’s real value shines through.
We’ve already seen affordable drugstore staples like Maybelline Sky High mascara and e.l.f. Cosmetics’ dupes gain love after creators positioned them as smarter buys compared to overpriced luxury products.
Even skincare brands like CeraVe and The Ordinary have benefited, with influencers praising their effectiveness over flashier, high-ticket items.
So, rather than killing brands, deinfluencing acts as a filter. It weeds out the weak and rewards the ones that can stand tall on authenticity and trust.
How Should Brands Respond to Deinfluencing?
It can feel a little unnerving when you see a trend like "deinfluencing" pop up, but it's really a signal that consumers are ready for a change. They are not actually rejecting products entirely but instead they are not falling for the hype. I guess this gives you a great chance to focus on building real trust and show your brand's true colors.
Here’s how you can turn this new landscape into a huge win for your brand:
1. Focus on Authenticity, Not Hype
People are getting tired of overly polished, fake-looking ads. Most consumers don’t fully trust what influencers say anymore.
For instance, brands like Traya and Dot&Key have built massive fan bases by being transparent about their ingredients and how their products actually work. They prove that genuine, straightforward messaging works best.
2. Find True Brand Advocates
Forget one-off campaigns. Instead, look for influencers who already love and use your product.
When an influencer genuinely believes in what they’re promoting, their audience can tell, and it builds so much more credibility.
Go a step further: talk to your customers. Many of your happiest buyers can become powerful advocates. Encourage them to share their experiences, reviews, and tips. Turn this user-generated content (UGC) into social posts, stories, or even campaign material.
Not only does this show that real people trust your brand, but it also creates a continuous stream of authentic content that vibes with your audience.
3. Embrace Honest Reviews
It can be scary, but don't be afraid of less-than-perfect feedback.
When you're open to all kinds of reviews, it shows your brand is confident and has nothing to hide. A mix of positive and negative feedback can actually make your brand seem more authentic and trustworthy.
Take Glossier, for example. In 2023, Glossier faced backlash for changing Balm Dotcom. They embraced the criticism, brought back the original formula, and shared the story, showing audiences that honest feedback strengthens trust.
4. Build Lasting Relationships
When you invest in long-term partnerships with influencers, you're not just running a campaign; you're building a relationship. The more an influencer uses and talks about your product over time, the more their audience will trust their recommendations.
This is a much better strategy than jumping from one influencer to the next, which can make your brand seem like it's just following trends.
Nike can be a really good example for this. When they partnered long-term with athletes like LeBron James, it wasn’t a one-off post. Fans saw him genuinely using the gear over time, which built trust, credibility, and made every promotion feel authentic, not forced.
5. Use Data to Find Real Engagement
How do you find the right people to partner with? By using the right tools. Influencer search platforms like impulze.ai can help you vet influencers to make sure they have a real, engaged audience and not just a bunch of fake followers.
When you use data to find genuine influencers, your campaigns will be more successful and your brand-consumer relationships will be stronger.
The Way Ahead
So, what does all this mean for brands? The days of chasing virality with flashy campaigns are over. People want real value and authentic products.
The good news? You don’t have to guess who to trust or which creators actually move the needle. Tools like impulze.ai can help you find influencers with genuine engagement, track real impact, and spot trends like deinfluencing before they hit big.
In other words, it’s about working smarter, staying authentic, and making sure your brand’s story actually resonates. Let’s start for free!
Frequently Asked Questions
Is deinfluencing good or bad?
Is deinfluencing good or bad?
Is deinfluencing good or bad?
What do de-influencers do?
What do de-influencers do?
What do de-influencers do?
How can brands deal with deinfluencing?
How can brands deal with deinfluencing?
How can brands deal with deinfluencing?
Why is deinfluencing gaining popularity?
Why is deinfluencing gaining popularity?
Why is deinfluencing gaining popularity?
Does deinfluencing affect all brands equally?
Does deinfluencing affect all brands equally?
Does deinfluencing affect all brands equally?
How can user-generated content (UGC) help with deinfluencing?
How can user-generated content (UGC) help with deinfluencing?
How can user-generated content (UGC) help with deinfluencing?
Can deinfluencing actually help brands?
Can deinfluencing actually help brands?
Can deinfluencing actually help brands?
Author Bio
Author Bio
Rashmi Singh
Rashmi Singh
Rashmi Singh is a writer and strategist with more than 7 years of experience. When not writing, she is either spending time with her friends or planning her next trip. You can learn more about her here.
Rashmi Singh is a writer and strategist with more than 7 years of experience. When not writing, she is either spending time with her friends or planning her next trip. You can learn more about her here.
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May be Later
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30K+ Active Users
May be Later