De-influencing is the new trend that has influencers scrambling

Is de-influencing really about putting a stop to overconsumption or is it a new way to establish trust among followers? — Image by Freepik

Times are tough for influencers, with some being investigated for their participation in scams and others being scrutinised for various wrongdoings. And that’s not all. Over on TikTok, we’re seeing a plethora of videos encouraging consumers to think twice before buying certain influencer-recommended products. Is this the new era of the de-influencer?

Are the days of influencers telling us what to buy, what to wear, what to watch and who to follow coming to an end? Since the beginning of the year, the TikTok community, and more particularly Generation Z, has been indicating that they’re fed up with influencers, a communal sentiment that has given rise to the hashtag “de-influencing”.