{"id":14680,"date":"2023-03-02T15:35:45","date_gmt":"2023-03-02T14:35:45","guid":{"rendered":"https:\/\/www.ventisettedigital.com\/il-deinfluencing-puo-cambiare-i-brand-ventisette-digital\/"},"modified":"2026-07-01T10:41:21","modified_gmt":"2026-07-01T08:41:21","slug":"dont-buy-it-deinfluencing-change-brands-attitudes","status":"publish","type":"post","link":"https:\/\/www.ventisettedigital.com\/en\/dont-buy-it-deinfluencing-change-brands-attitudes\/","title":{"rendered":"Don\u2019t buy it! Can \u201cdeinfluencing\u201d change brands\u2019 attitudes?"},"content":{"rendered":"

Let’s start from the beginning: in the last two months the hashtag deinfluencing<\/em> has gone viral on TikTok<\/strong>, reaching to date over 200 million views<\/strong>. Deinfluencers are creators who publish videos in which, unlike influencers, they advise users what not to buy or not to use<\/strong>.<\/p>\n

Can brands react to this trend by adjusting their behaviour on social media?<\/strong><\/p>\n

Although many of us still struggle to admit it, today almost everyone who has used the Internet has been influenced<\/strong>. TikTok, Instagram, Twitter, Twitch, Facebook, YouTube (and even news sites and online magazines) are full of suggestions that encourage some form of economic transaction.<\/p>\n

When we’re lucky, the closeness between the \u201cinfluencer\u201d and the advertised product is real and motivated by sincere beliefs, passions or interests. When, instead, the collaboration is more obviously prompted by the brands, the result can be fake and rather far from the naturalness of normal social interactions.<\/p>\n

In this by-now very saturated context<\/strong>, it is inevitable that many users end up annoyed or even disappointed<\/strong>. A feeling that arises as much from the excessively promotional environment that has been created as from the results of the products they have actually bought.<\/p>\n

And so here comes deinfluencing, <\/strong>the trend that encourages users not to buy a certain product<\/strong> (because it’s superfluous or ineffective), invading TikTok.<\/p>\n

Why deinfluencing was (re)born<\/h2>\n

It is actually a phenomenon already seen<\/strong>: in 2015, on YouTube<\/strong>, videos with similar intentions proliferated (which at the time were called anti-haul<\/a>). <\/p>\n

The current wave of virality<\/strong> (more evident given the space that online shopping has gained) seems to respond <\/strong> to a set of concurrent factors<\/strong>.<\/p>\n

First of all, users’ awareness of the mechanisms<\/strong> (by now not even that hidden) that govern collaborations between brands and influencers\/creators <\/strong>has grown enormously. And so has the ability to spot non-transparent relationships or cases of misleading advertising <\/strong>by some influencers. The case that recently caused the biggest stir was that of Mikayla Nogueira, a make-up artist with 14.4 million followers. After sponsoring a mascara, she was in fact accused of wearing false eyelashes<\/a> to accentuate the product’s effect. Cases like these end up undermining the trust between the influencer and their community<\/strong>, and putting the entire influencer marketing system in a bad light<\/strong>.<\/p>\n

Deinfluencing seems to have regained ground in recent weeks also because of the economic context <\/strong>that surrounds us. From Europe to the United States, the energy crisis and inflation, combined with the consequences of the pandemic and the war in Ukraine, have made public opinion increasingly sensitive to the flaunting of the luxurious lifestyle of some influencers<\/a>. <\/strong><\/p>\n

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@michelleskidelsky<\/a> Replying to @krishateresa \ud83e\udee1\ud83e\udee1 my bank account hates me, save yours while you can #deinfluencing<\/a> \u266c original sound – michelle<\/a> <\/section>\n<\/blockquote>\n