The marketing industry has been associated for a long time with overconsumption, where every content creator seemed to recommend every product available with only one goal in mind : making more money. We had haul videos every few days, a 20-step routine every night, and more than 50 PR packages opened every week. The market became saturated because the reviews didn’t seem genuine, they were superficial. From this advertising saturation, a new movement was created : deinfluencing. It has now reshaped the norm on social media.
CNN Business has analyzed this phenomenon of influencers telling their communities not to buy certain products that they don’t find good enough, too expensive for what you get, or simply not necessary. Those videos are very well-liked by the public, with hundreds of millions of views on major platforms. This change in influencing is not just a trend; it is here to stay. It shows a rupture in the history of social commerce. This article analyses why sponsored content, as we used to know it, has lost its spark within the community, and how an honest critique has become necessary to create a durable, trust-based relationship between content creators and their community.
The psychology behind deinfluencing
To understand why people are so skeptical of sponsored content now, we have to look at what actually drives online shopping decisions. Deinfluencing is more than just bad reviews, it’s about giving people a reality check, helping them save their hard-earned money, and look for better, more durable alternatives.
This behavior is based on three key psychological pillars :
- Saturation and influence fatigue : Throughout the years, users have developed a sharp radar for sales pitches. When an influencer says “this is the best product ever” every week for a different brand, it’s just impossible to trust anything they say. Followers feel used and manipulated, which completely ruins the user experience.
- The negativity bias and the search for sincerity : We naturally trust critical feedback more than unanimous praise, which usually feels fake; it’s human nature. Research published by the Harvard Business Review shows that nuanced or negative feedback on a product gives the influencer more credibility. It shows that they are not scared of criticising anything and can be trusted.
- Perceived trustworthiness : When a content creator takes the risk of advising against a popular product or criticising a major brand, it shows their community that they can’t be bought and that they will not try to make money off their community. They only want to recommend good products, which creates a trusted relationship.
Ultimately, deinfluencing isn’t ruining the industry. It just creates a space with real transparency by filtering out opportunistic ads.
The transition from product placement to critical review
Traditional influencer marketing used to be really simple : brands used to pay a popular creator to maximise the reach and trigger impulse buying. Over time, this type of ad backfired. Deinfluencing entered the game. Instead of saying that every product is a must-have, creators are way more critical. They compare items with the competition, check if the price is actually worth it, and look at the ingredients or their durability. Their goal is to make you think before buying anything : do you really need this, or are you falling for the hype ?
The table below highlights how traditional promotional tactics contrast with the deinfluencing movement across key marketing dimensions :
| Dimension / Metric | Traditional Influencing | Deinfluencing |
| Core objective | Maximise immediate product sales and brand reach | Promote consumer transparency and discourage overconsumption |
| Content tone | Highly curated, enthusiastic, and aspirational | Critical, honest, and cautionary regarding purchases |
| Audience relationship | Built on lifestyle idealisation and status projection | Built on trust, authenticity, and shared skepticism |
| Consumer impact | Drives impulse buying and trend-chasing behavior | Fosters mindful spending and rigorous product evaluation |
From this cultural shift, new types of videos came to life. One that I particularly enjoy is « Project Pan », where beauty content creators decide not to buy any new products until they finish what they already have. These trends make using your products to the last drop something fun, and stop idealising overconsumption.
This demand for honesty also applies to the choice of their commercial partners now. Working with extreme fast fashion platforms or low-cost wholesale sites like Shein or AliExpress is basically social media suicide. If a creator pushes low-quality junk from these platforms, it will immediately backfire on them. People will fill the comments with bad feedback and hit the unfollow button.
You can clearly see this shift in engagement numbers. Traditional sponsored posts get ignored and have lower click-through rates, while deinfluencing videos trigger real, passionate discussions where users share their opinions on the product and tips. For brands, this means that they can no longer buy visibility through lazy mass campaigns. They need to let influencers speak their mind and accept criticism to gain the audience’s respect.
The impact of sobriety and new consumer expectations
This new type of influencing is happening because of the economic and social context we are in right now. Younger buyers, especially Gen Z and Millennials, are dealing with inflation, tighter budgets, difficulties finding jobs, and climate anxiety. They are over flex culture; it feels way too disconnected from reality. And yes, they use social media to escape their everyday life, but they don’t want to see people being irresponsible.
According to eMarketer, consumers are looking for brands that focus on sustainability and ethics over endless sales. Content creators who encourage their community to use what they already own or look for durable dupes are the ones people want to listen to. Brands that decide to ignore this shift are sure to be left behind.
How brands and micro-influencers must reinvent their strategies
Since people reject fake sponsored content, marketers have to rethink their entire strategy.
They can no longer spam social media with identical scripted posts; the only thing that works is to treat the audience with respect.
Collaborating with micro-influencers in total freedom : most of the time, micro-influencers have a small but highly engaged community. Giving them the freedom to give an honest review of a product will only help the brand to have more credibility. According to Influencer Marketing Hub, being transparent in your campaigns will yield way higher engagement and conversions than heavily scripted ads.
Embracing the culture of public feedback : if a product gets targeted by a wave of deinfluencing, the worst thing a brand can do is to ignore it or try to suppress it. The smart thing to do is to address it publicly and fix the flaws. Brands like Glossier and Huda Beauty proved that this works.
Moving from product marketing to evidence-based marketing : generic marketing promises aren’t enough anymore. Brands must show proof to be trusted, such as transparent sourcing, solid warranties, independent testing, and real long-term user reviews.
Micro-creators and key figures to follow in the “deinfluencing” trend
Here is a small list of content creators that I find interesting to follow if you want to see more deinfluencing on your social media platforms :
- Hannah Louise Poston : She is a pioneer in content based on the « No buy year » and the psychological analysis of the desire to consume. If you are interested in knowing the true value of new cosmetic products, she is the one to follow.
- Theresa Is Dead : She is extremely honest; she calls out pointless product launches without any care in the world. If you want to see an unhinged review, watch her “Bingo of shame”.
- Heyohcoco : She is a great advocate for mindful consumption. She does great ingredient analyses and tries to push ethical fashion forward. If you are looking for an influencer who always speaks her mind with complete candor, she is the one.
- Marion Cameleon : She is the makeup expert who regularly makes « crash test » videos. They are the most honest ones I’ve ever seen. If you want to buy new makeup products, you should check her accounts first; she will always tell you when a new product is disappointing.
- Angieonabudget : She is very present on TikTok; she makes videos to help people budget and be smarter with money. She also gives us tools to resist aggressive online marketing. If you want to stop making impulse purchases, she will give you all the tips to do so.
- Overcoming_overspending : She is the best to help you understand the psychology of overspending. If you want to break free from shopping addiction and reclaim more control over your finances, she is the one.
Conclusion
At the end of the day, people getting tired of traditional sponsored content doesn’t mean influencer marketing is dead. It’s just forcing it to evolve. People don’t want fake recommendations anymore; they are tired of feeling used and being swamped by overconsumption. This shift forces the industry to be more transparent and authentic. It’s actually a great opportunity for brands and creators; they need to stop focusing on numbers and start building real, lasting trust and connections with their audience.
FAQ
What is deinfluencing?
Deinfluencing is a social media trend where content creators advise followers not to buy specific overhyped products, exposing poor quality or discouraging unnecessary consumption.
Why is deinfluencing becoming so popular?
Consumers are experiencing “ad fatigue” and skepticism toward sponsored content, driving a demand for radical transparency, financial mindfulness, and authenticity from creators.
Does deinfluencing mean the end of influencer marketing?
No, it represents an evolution. Brands must now focus on genuine product quality and long-term trust rather than superficial endorsements, as audiences reward honesty.
Reference list
CNN Business. (2023). What is ‘deinfluencing’? The viral TikTok trend, explained. https://www.cnn.com/2023/06/11/us/deinfluencing-tiktok-trend-explained-cec
eMarketer. (2023). De-influencing is still influencing. Insider Intelligence. https://www.emarketer.com/content/de-influencing-still-influencing
Fashion Magazine. (2023). What is deinfluencing on TikTok?. https://fashionmagazine.com/style/shopping/what-is-deinfluencing-tiktok/
Harvard Business Review. (2022). Negative reviews can boost sales even more than positive ones. Harvard Business Publishing. https://hbr.org/2022/11/negative-reviews-can-boost-sales-even-more-than-positive-ones
Hayy Media. (2024). The era of de-influencing: Why consumers are pushing back against sponsored content in India. https://hayymedia.com/the-era-of-de-influencing-why-consumers-are-pushing-back-against-sponsored-content-in-india/
Influencer Marketing Hub. (2024). The state of influencer marketing: Benchmark report 2024. https://influencermarketinghub.com/ebooks/Influencer_Marketing_Benchmark_Report_2024.pdf
MAD Social Agency. (2023). The rise of deinfluencing. https://www.madsocialagency.com/blog/the-rise-of-deinfluencing
National Public Radio [NPR]. (2024). Why influencers are trading massive hauls for ‘deinfluencing’. https://www.npr.org/2024/03/25/1239897929/influencers-deinfluencing-tiktok-instagram-shopping-environment