Deinfluencing Explained:
The new social media trend of deinfluencing is taking TikTok by storm.
But what is it and how should brands adapt?
My commentary on the latest social media trend on CNN
Deinfluencing is an emerging social media trend that discourages consumers from buying certain products that the deinfluencer has found to be indulgent, ineffective or not worth the money, says Kris Ruby, a social media analyst and president of Ruby Media Group.
“Rather than saying buy this, they are saying – don’t buy this. Both are forms of influencing. It is no different than saying, ‘Vote for this candidate,’ versus ‘Here’s why you shouldn’t vote for this candidate,’” Ruby says.
However, she says, deinfluencing and the backlash against overconsumption mirror a growing trend toward minimalism.
Instead of buying a haul of “must haves” touted by a social media figure, this trend urges consumers to evaluate whether they need an item before they spend money on it.
Ruby says it is not clear whether some deinfluencers are getting paid by rival brands to disparage products.
But those who tell followers what to avoid may have more credibility than people who only share recommendations on what to buy, she says.
Ruby says deinfluencers may instill more trust in their followers because their advice sounds honest.
Kris Ruby, the social media analyst, offers another perspective. Influencing and deinfluencing on social platforms aren’t that different, she says.
“To be deinfluenced, you have to be influenced to begin with. I think the deinfluencing trend takes place within an echo chamber social media system where people are … familiar with the products being deinfluenced,” she says.
The key for consumers, she says, is not trusting everything you see on TikTok, YouTube or Instagram. That way, you don’t need to be deinfluenced.
https://www.cnn.com/2023/06/11/us/deinfluencing-tiktok-trend-explained-cec