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Have you heard about #deinfluencing? If you’ve been indulging in my hilarious and highly informative columns over the years then I know you’ll be familiar with the concept of #influencing by now.
For the newbies and those who have recently emerged from under rocks: welcome, and here’s what you might have missed...
#influencing is essentially using one’s social media platform to secure lucrative sponsorship deals to encourage your followers to buy certain products.
Pictured: "#influencing is essentially using one’s social media platform to secure lucrative sponsorship deals to encourage your followers to buy certain products."
A very, very smart man once said that every action has an equal and opposite reaction.
Who’d have thought that Isaac Newton’s third law would so articulately describe social media trends?? He really was brainy.
So, according to the laws of physics, if there’s #influencing, then it’s only logical that #deinfluencing should also exist.
But what, pray tell, is #deinfluencing? For that, we’ll have to look to another of this world’s greatest thinkers... me.
The new trend of #deinfluencing is essentially hitting back at the increasingly sponsored content that is showing up on our social media feeds.
Pictured: "The new trend of #deinfluencing is essentially hitting back at the increasingly sponsored content that is showing up on our social media feeds."
When major brands pay influencers to shout about their products, it can be hard to discern when we’re actually being sold something.
What might look like an entertaining video from your favourite TikTok star could in fact be an ad for a new makeup product.
Thus, the #influencing becomes ever more insidious and under the radar.
Of course, influencers are obliged to declare in the caption of their videos if what they are presenting is a paid promotion, but by the time I’ve managed to read the caption I’ve often already been influenced to buy yet another product I don’t need.
It’s quite worrying how quickly I can convince myself I NEED a £600 hair dryer just because they’re all over TikTok.
Pictured: "It’s quite worrying how quickly I can convince myself I NEED a £600 hair dryer just because they’re all over TikTok."
I’m a freelance writer in my mid-20s – I don’t need and most certainly can’t afford anything that costs that much.
Which brings me to the point of this article, to talk about the trend that’s challenging this culture.
I’ve started to see major influencers and content creators get involved in #deinfluencing where they candidly call out products they either bought themselves or were sent in PR packages which are simply not worth the hype.
In these #deinfluencing videos, they urge their followers not to waste money on products which aren’t actually as good as the influencer ads are telling them.
It's been a fascinating conversation to see unfold online, as we get a glimpse behind the curtain into the world of online sponsorships.
Pictured: "In these #deinfluencing videos, they urge their followers not to waste money on products which aren’t actually as good as the influencer ads are telling them."
It was quite heartening for a time to see this trend doing the rounds on social media.
It's also slightly galling to see some creators jump on the #deinfluencing bandwagon for a couple of videos before returning to very consumerist culture as soon as the buzz has died down.
Of course, I have absolutely nothing against influencers taking contracts with big brands to earn money through their channels – everyone has to make a living and they’re in the business of generating content which speaks to what is trending in that very moment.
However, I do resent that one cannot escape advertising and that often you are being sold products which make up a lifestyle of your favourite content creators without even realising it. IT’S A CAPITALIST TRAP, I TELL YOU!
This column was brought to you by my sponsors at Deinfluence Corp. #ad
This article first appeared in Connect Magazine, which you can read in full below...
