Since their launch, social media platforms have been widely used as a way to promote people, businesses, and products. A major trend that has emerged across platforms including Instagram, TikTok, and Facebook is something called “de-influencing.”

What is de-influencing?

De-influencing is a concept that discourages audiences from engaging in the overwhelming scale of consumerism that is often promoted on social media. Unlike traditional influencer culture, de-influencing spreads the message that these so-called “life-changing” or “must-have” products are unnecessary and won’t actually change your life.

What is the purpose?

The purpose of de-influencing is to combat the oversaturation of product endorsements and the commodification of influencers. Many creators encouraging de-influencing have noted that paid endorsements, which are central to influencer marketing and culture, can often come off as inauthentic. When a creator promotes a product that doesn’t align with their brand or contradicts their internet persona, paid promotions can actually have the opposite effect of what the brand intends. Strong parasocial relationships are built on honesty, transparency, and relatability, so it’s no wonder that deceptive influencer marketing can create a disconnect between a creator and their audience.

What does this mean for influencers?

Influencers' main job is to have an effect on people in some way, shape, or form. Whether it means promoting their own personal brand or endorsing a product, an influencer's job is to increase the exposure of what they’re selling. In the case of product promotion, the goal is often to increase sales.

As a society, we have seen the relevance and power of influencer marketing skyrocket since TikTok became one of the most popular apps in 2020. The pandemic led to more people spending time indoors and, consequently, more time on social media. For many, it also meant increased product consumption due to the boredom caused by lockdown and quarantine measures.

The de-influencing trend does not erase the relevance or importance of social media influencers, but it does highlight a societal shift that pushes against rampant consumerism and encourages more responsible buying while appreciating what one already has.

How might de-influencing impact the PR landscape?

With the rise of anti-consumerism and de-influencing on social media, PR firms will need to adjust their strategies. The decreasing interest in flashy campaigns with a high price tag should be replaced with more genuine and authentic ones that prioritize the consumer’s needs rather than focusing solely on the product’s impact. This shift signals the need for PR firms to work harder to identify creators who already have a strong, trusting audience, rather than those with numerous brand partnerships.

2024 Trend Highlight: De-Influencing

PR professionals may want to consider engaging with micro-influencers who people feel connected to and trust. Leveraging sincerity and transparency within influencer collaborations should be a top priority for PR firms in the coming years, and we can expect a growing desire for more credibility and ingenuity in influencer marketing.