Welcome to the wild world of TikTok, where trends come and go faster than you can say "viral." But amidst the dance challenges and funny laugh-out-loud videos, there's a new kid on the block: deinfluencing. Let's dive in and unpack this phenomenon that's turning influencer culture on its head.
There’s no shame in admitting we’ve all fallen prey to the powers of #TikTokMadeMeBuyIt. From skincare products that promise to make our skin flawless to oddly satisfying gadgets that we never knew we needed, TikTok has been our ultimate enabler.
So, what exactly is deinfluencing? Picture this: You're scrolling through your For You Page, and a TikTok pops up. But instead of an influencer raving about the latest must-have item, they're saying we shouldn't buy it because it’s ineffective, not worth the money, ethically questionable, or all three.
Huh.
Deinfluencers have been dubbed the disruptors of the influencer world and we’re here for it. It’s refreshing to see authenticity and transparency shining through the glossy veneer of curated content with a little hashtag that says #ad. Deinfluencers are challenging the status quo, and aren’t afraid to call out products that don’t live up to the hype, sparing us from buyer’s remorse and helping us make more informed choices.
And let’s not forget the sheer entertainment value of it all — in a space fuelled by endorsements and brand partnerships, there is something oddly satisfying about watching influencers squirm as their carefully curated endorsements are scrutinised by deinfluencers. It’s like witnessing a showdown between pure consumerism and common sense, and spoiler alert: common sense is winning… for now.
Vondra Tay