A New Trend on the Rise: What is De-Influencing?


De-Influencing; It is called people who give information to their followers about what they should and should not buy. De-influencers, who are growing more and more every day on social media, inform their followers about expensive products and tell them not to buy them directly. This new trend, which is on the rise, has emerged to control or prevent wastefulness and overconsumption. They are people who examine products or services in detail and honestly report negative situations.

This new trend has been viewed more than 200 million times on TikTok with the hashtag “#deinfluencing”. It has since become popular on Twitter and Instagram. De-influencers point out products that are expensive but fall short in terms of quality and impact. They make many videos for this. Some even create discouraging content about certain products. They invite the consumer to think about the products.

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Are De-Influencers Really Honest?

Influencers have started to go out of the box and encourage their followers to save money. For this, they adopted the editorial line. By mentioning the price of the products, they create informative content about whether they can be purchased from other stores for a better price. The content also mentions the advantages of buying other products.

Some people refer to de-,nfluencing as a “form of influence”. For this reason, “de-influencing” tendencies are criticized. People who do not see de-influencing as safe describe it as no different from traditional influencers. On the contrary, it is emphasized that they have the same working styles. Explanations are made that although the content is affordable, it is supported by product recommendations. They do not discourage consumption. Consumers are only directed from big brands to white or small brands.


What are the Benefits of De-Influencing?

Critics offer two suggestions for de-influencing to be truly effective. One is to create content about being content with less. The second is to shoot videos with various suggestions for reusing products.

De-influencers should prepare content that warns consumers not to buy new, unnecessary items. In the videos prepared by these people, consumers’ urge to actually buy should be reduced. It is also very important to create conscious videos against the change in consumer practices.


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