Rise of "De-Influencing

In a surprising twist to the influencer era, “de-influencing” has emerged as one of 2025’s most talked-about trends in marketing—and it’s turning traditional brand strategies on their head.

What is De-Influencing?

De-influencing is the trend where creators and consumers actively discourage buying certain products, often calling out overhyped or non-essential items. Unlike typical influencer content that promotes products, de-influencers are more focused on authenticity, value, and conscious consumption.

These videos often begin with:
🗣️ “Here’s what not to buy...”
🧴 “That viral product? Not worth it.”
💸 “Save your money—here’s a better alternative.”

Why Is This Trend Gaining Ground?

1. Consumer Fatigue

People are increasingly aware of over-commercialized influencer content. They’re tired of every creator pushing a new product daily.

2. Recession-Mindset Buying

With economic uncertainty and rising prices, consumers are re-evaluating their spending habits and seeking honesty over hype.

3. Gen Z and Value-Driven Buying

Gen Z cares deeply about transparency, sustainability, and trust. They don’t mind skipping trends if it means being financially responsible or eco-conscious.

How Are Brands Responding?

Interestingly, smart brands are leaning into this trend:

• Partnering with brutally honest creators who give pros and cons.

• Creating content around “what we don’t do” to highlight values (e.g., no animal testing, no greenwashing).

• Encouraging UGC that compares products objectively—even if theirs isn’t always the winner.

Key Takeaway for Marketers

In 2025, authenticity sells more than virality. Consumers want:

• Balanced opinions.

• Ethical brand behavior.

• Real voices, not just paid promotions.

So instead of pushing products, it might be time to pull back—and let your brand's honesty do the marketing.

Bonus Insight:

Many creators now tag their videos with “#deinfluencing” on TikTok and Instagram Reels—brands can monitor these to gather real-time consumer feedback and rethink product positioning.