Following the trends and new tendencies that direct and shape the content we consume every day on Instagram and TikTok is really not easy if you do it from our marketing perspective. Analyzing the micro shifts on these networks every day, we try to predict those macro changes that will lead to some new trend, direction, or habits in content consumption.
Lately, there has been more and more mention of a direction that is not particularly new, what is more, it has been present in some form since the time of the network and influencers, but now it has finally been shaped into something we call the “deinfluencing” trend.
Deinfluencing is a trend (primarily present on the TikTok platform) that promotes the idea of rejecting the “obsession” with the perfect life promoted by influencers and instead advocates accepting the reality that happens in the background of their photos and videos. This trend started as a reaction to the pressure that social media and influencers put on people to compare themselves to the perfect photos and idealized lives they portray on their profiles.
Content creators on TikTok have started sharing their experience of how reality is often not what is portrayed on social media, and that it would be beneficial for people to focus on their own lives instead of trying to be like the influencers they follow.
This trend also promotes the idea of embracing one’s own uniqueness and authenticity, instead of constantly trying to be like someone else. Content creators often use hashtags like #deinfluencing and #realstagram to attract audiences who share similar experiences and thoughts.
In essence, the “deinfluencing” trend promotes accepting ourselves as we are, without comparing ourselves to others and without trying to be like someone else. This trend is important because it encourages people to focus on their own development and embrace their unique selves, rather than comparing themselves to the idealized lives portrayed by social media influencers.
After a few days of research, we discover what it really looks like in practice – deinfluencers are essentially creators who are more honest and open in communication regarding promoting the products they recommend to their audience.
Influencers understand that consumers have different budgets they are willing to spend on products and are generally becoming more savvy in their purchasing choices. Most of the time, they will research a brand or product on their own after hearing about it from an influencer and then make their own purchasing decisions. The more aligned an influencer’s content is with the feedback they learn in their own research, the more likely they are to trust that creator and buy that product.
Deinfluencing means being more inclusive in understanding your audience and knowing that they may not have the same resources or lifestyle ideas as you. Deinfluencing is about making consumers want to see things that are real. It’s a popular trend right now, but the need for authenticity on the web is something that’s been around for a long time and isn’t going away anytime soon.