Deinfluencing 101: What Is Deinfluencing?

We have all heard the term ‘deinfluencing’ but what does it really mean?

What is deinfluencing?

‘Deinfluencing’: is it just the latest in a long history of social media buzzwords or is this the start of a new age of influencer marketing? Either way, it is important for your brand to stay up to date to ensure you communicate with your consumers effectively. To help you with this, we have taken a deep dive into everything ‘deinfluencing’. 

In 2023, we have seen a 488% increase in google searches for the term ‘deinfluencing’, and with searches for ‘What is deinfluencing?’ at an all time high, it seems everyone is asking the same question.

What does deinfluencing mean?

It is undeniable that social media as a whole is a breeding ground for overconsumption, with influencer marketing only feeding into this. The accessibility to see what other people are purchasing has created a ‘must-have’ culture, leading to consumers feeling the pressure to purchase more and more rather than making less and better spending choices. With a rise in fast fashion brands utilising influencer marketing, The calls for a shift to more sustainable shopping habits are loud and clear. The deinfluencing trend encourages consumers to stop feeding into the unrealistic spending standards set by influencers and think more before purchasing. 

Secondly,  the explosion in #deinfluencing which currently has 496M views on TikTok, is in response to the sponsored content and #ad’s that are common within influencer culture. Scepticism to whether influencers genuinely like and use the products they promote is growing, with many being accused of simply promoting the products to get a healthy cheque. Many social media users have taken the deinfluencing trend as an opportunity to share real opinions on items and let viewers know things they should not buy. 

Where did the term ‘deinfluencing’ come from?

A massive turning point which fuelled the #deinfluencing movement was the internet drama surrounding influencer Mikayla Noguiera. Mikayla was quickly becoming one of the big names in beauty influence, making a name for herself reviewing products predominantly on TikTok. She has collaborated with major brands in the beauty industry and it was a sponsored post with L’Oreal that she found herself at the centre of a scandal.

While creating a ‘before and after’ video for the latest mascara launch, viewers caught that Mikayla had applied false eyelashes between the clips, making the comparison seem more dramatic, and the product better than it actually was. 

Having previously been named as ‘The realest influencer on TikTok’ by Glamour, this controversy stirred up some real emotions of fans who came to Mikayla for honest reviews. This moment went viral, with her video gathering almost 60M views, and over 77K comments of outrage. Many critics felt let down and a lack of trust, with the influencer encouraging consumers to spend their own money on products they have been paid to promote, this left a sour taste in many fans' mouths. It started a wider conversation about influencers in general, questioning their authenticity particularly when it came to sponsored content. 

If you want to find out what deinfluencing means for your influencer marketing strategy, why not take a look at our BRAND NEW influencer report?

We give you all the details on influencer marketing: from deinfluencing, to calculating ROI and maintaining trust with your consumers.