Marketers Should Care About De-influencing, the TikTok Trend that Won’t Quit

Tired of overhyped products, discerning Gen-Zers are telling people what not to buy

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

Influencer marketing is maturing. Creators are leaving #TikTokMadeMeBuyIt back in 2022, declaring 2023 the era of #De-influencing instead.

As “eat the rich” storylines permeate culture (see: The White Lotus, The Glass Onion, The Menu and your Twitter timeline), Gen Z is mounting its own push against capitalism on TikTok.

In the simplest of terms, “De-influencing” is a term coined by young creators pushing against the culture of consumption the digital age has given rise to. Claiming to be more authentic than their influencer brethren, de-influencers don’t want to sell you stuff: instead, the movement comprises videos advising viewers not to buy overhyped products, sometimes they spotlight lower-price alternatives too.

So what should people not spend their money on? Well, according to the hashtag—which has amassed more than 257 million views—the Dyson Airwrap.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in