{"id":80777,"date":"2026-11-08T14:19:35","date_gmt":"2026-11-08T19:19:35","guid":{"rendered":"https:\/\/digital.hec.ca\/?p=80777"},"modified":"2026-11-08T14:19:37","modified_gmt":"2026-11-08T19:19:37","slug":"why-sponsored-content-isnt-liked-anymore-the-rise-of-deinfluencing","status":"publish","type":"post","link":"https:\/\/digital.hec.ca\/en\/blog\/why-sponsored-content-isnt-liked-anymore-the-rise-of-deinfluencing\/","title":{"rendered":"Why sponsored content isn\u2019t liked anymore : The rise of Deinfluencing\u00a0"},"content":{"rendered":"\n<p class=\"has-text-align-left wp-block-paragraph\">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\u2019t seem genuine, they were superficial. From this advertising saturation, a new movement was created : deinfluencing. It has now reshaped the norm on social media. &nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">CNN Business has analyzed this phenomenon of influencers telling their communities not to buy certain products that they don\u2019t 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.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The psychology behind deinfluencing&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">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\u2019s about giving people a reality check, helping them save their hard-earned money, and look for better, more durable alternatives.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This behavior is based on three key psychological pillars :&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Saturation and influence fatigue :<\/strong> Throughout the years, users have developed a sharp radar for sales pitches. When an influencer says &#8220;this is the best product ever&#8221; every week for a different brand, it\u2019s just impossible to trust anything they say. Followers feel used and manipulated, which completely ruins the user experience.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>The negativity bias and the search for sincerity : <\/strong>We naturally trust critical feedback more than unanimous praise, which usually feels fake; it\u2019s 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.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Perceived trustworthiness :<\/strong> 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\u2019t 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.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Ultimately, deinfluencing isn\u2019t ruining the industry. It just creates a space with real transparency by filtering out opportunistic ads.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The transition from product placement to critical review&nbsp;<\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/digital.hec.ca\/wp-content\/uploads\/2026\/11\/pexels-ahimsa-31674676-1024x576.jpg\" alt=\"Empty cosmetic pan illustrating the project pan movement\" class=\"wp-image-80800\" srcset=\"https:\/\/digital.hec.ca\/wp-content\/uploads\/2026\/11\/pexels-ahimsa-31674676-1024x576.jpg 1024w, https:\/\/digital.hec.ca\/wp-content\/uploads\/2026\/11\/pexels-ahimsa-31674676-300x169.jpg 300w, https:\/\/digital.hec.ca\/wp-content\/uploads\/2026\/11\/pexels-ahimsa-31674676-768x432.jpg 768w, https:\/\/digital.hec.ca\/wp-content\/uploads\/2026\/11\/pexels-ahimsa-31674676-1536x865.jpg 1536w, https:\/\/digital.hec.ca\/wp-content\/uploads\/2026\/11\/pexels-ahimsa-31674676-2048x1153.jpg 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">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,\u00a0creators are way more critical.\u00a0They compare items with the competition,\u00a0check if the price is actually worth it,\u00a0and 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 ?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The table below highlights how traditional promotional tactics contrast with the deinfluencing movement across key marketing dimensions :<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td>Dimension \/ Metric<\/td><td>Traditional Influencing<\/td><td>Deinfluencing<\/td><\/tr><tr><td><strong>Core objective<\/strong><\/td><td>Maximise immediate product sales and brand reach<\/td><td>Promote consumer transparency and discourage overconsumption<\/td><\/tr><tr><td><strong>Content tone<\/strong><\/td><td>Highly curated, enthusiastic, and aspirational<\/td><td>Critical, honest, and cautionary regarding purchases<\/td><\/tr><tr><td><strong>Audience relationship<\/strong><\/td><td>Built on lifestyle idealisation and status projection<\/td><td>Built on trust, authenticity, and shared skepticism<\/td><\/tr><tr><td><strong>Consumer impact<\/strong><\/td><td>Drives impulse buying and trend-chasing behavior<\/td><td>Fosters mindful spending and rigorous product evaluation<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">From this cultural shift, new types of videos came to life. One that I particularly enjoy is \u00ab Project Pan \u00bb, 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.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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\u2019s respect.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The impact of sobriety and new consumer expectations&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">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\u2019t want to see people being irresponsible.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">How brands and micro-influencers must reinvent their strategies&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Since people reject fake sponsored content, marketers have to rethink their entire strategy.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">They can no longer spam social media with identical scripted posts; the only thing that works is to treat the audience with respect.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Collaborating with micro-influencers in total freedom :<\/strong> most of the time, micro-influencers have a small but highly engaged community. Giving them the freedom to give an honest review of a\u00a0 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.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Embracing the culture of public feedback :<\/strong> 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.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Moving from product marketing to evidence-based marketing : <\/strong>generic marketing promises aren\u2019t enough anymore. Brands must show proof to be trusted, such as transparent sourcing, solid warranties, independent testing, and real long-term user reviews.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Micro-creators and key figures to follow in the &#8220;deinfluencing&#8221; trend<\/h2>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/digital.hec.ca\/wp-content\/uploads\/2026\/11\/pexels-anna-nekrashevich-12433028-1024x683.jpg\" alt=\"Video camera setup for an authentic content creator vlog\" class=\"wp-image-80805\" style=\"aspect-ratio:1.4992888417882142;width:750px;height:auto\" srcset=\"https:\/\/digital.hec.ca\/wp-content\/uploads\/2026\/11\/pexels-anna-nekrashevich-12433028-1024x683.jpg 1024w, https:\/\/digital.hec.ca\/wp-content\/uploads\/2026\/11\/pexels-anna-nekrashevich-12433028-300x200.jpg 300w, https:\/\/digital.hec.ca\/wp-content\/uploads\/2026\/11\/pexels-anna-nekrashevich-12433028-768x512.jpg 768w, https:\/\/digital.hec.ca\/wp-content\/uploads\/2026\/11\/pexels-anna-nekrashevich-12433028-1536x1024.jpg 1536w, https:\/\/digital.hec.ca\/wp-content\/uploads\/2026\/11\/pexels-anna-nekrashevich-12433028-2048x1366.jpg 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">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 :&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Hannah Louise Poston : She is a pioneer in content based on the \u00ab No buy year \u00bb 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.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>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 \u201cBingo of shame\u201d.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>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.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Marion Cameleon : She is the makeup expert who regularly makes \u00ab crash test \u00bb videos. They are the most honest ones I\u2019ve 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.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>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.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>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.\u00a0<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Conclusion<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">At the end of the day, people getting tired of traditional sponsored content doesn\u2019t mean influencer marketing is dead. It\u2019s just forcing it to evolve. People don\u2019t 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&#8217;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.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">FAQ<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>What is deinfluencing?<\/strong> <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Deinfluencing is a social media trend where content creators advise followers&nbsp;<em>not<\/em>&nbsp;to buy specific overhyped products, exposing poor quality or discouraging unnecessary consumption.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Why is deinfluencing becoming so popular?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Consumers are experiencing &#8220;ad fatigue&#8221; and skepticism toward sponsored content,&nbsp;driving a demand for radical transparency,&nbsp;financial mindfulness,&nbsp;and authenticity from creators.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Does deinfluencing mean the end of influencer marketing?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">No,&nbsp;it represents an evolution.&nbsp;Brands must now focus on genuine product quality and long-term trust rather than superficial endorsements,&nbsp;as audiences reward honesty.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Reference list<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">CNN Business.&nbsp;(2023).&nbsp;<em>What is &#8216;deinfluencing&#8217;? The viral TikTok trend, explained<\/em>. <a href=\"https:\/\/www.cnn.com\/2023\/06\/11\/us\/deinfluencing-tiktok-trend-explained-cec\" target=\"_blank\" rel=\"noopener\">https:\/\/www.cnn.com\/2023\/06\/11\/us\/deinfluencing-tiktok-trend-explained-cec<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">eMarketer.&nbsp;(2023).&nbsp;<em>De-influencing is still influencing<\/em>.&nbsp;Insider Intelligence.&nbsp;<a target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.emarketer.com\/content\/de-influencing-still-influencing\">https:\/\/www.emarketer.com\/content\/de-influencing-still-influencing<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Fashion Magazine.&nbsp;(2023).&nbsp;<em>What is deinfluencing on TikTok?<\/em>.&nbsp;<a target=\"_blank\" rel=\"noopener\" href=\"https:\/\/fashionmagazine.com\/style\/shopping\/what-is-deinfluencing-tiktok\/\">https:\/\/fashionmagazine.com\/style\/shopping\/what-is-deinfluencing-tiktok\/<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Harvard Business Review.&nbsp;(2022).&nbsp;<em>Negative reviews can boost sales even more than positive ones<\/em>.&nbsp;Harvard Business Publishing.&nbsp;<a target=\"_blank\" rel=\"noopener\" href=\"https:\/\/hbr.org\/2022\/11\/negative-reviews-can-boost-sales-even-more-than-positive-ones\">https:\/\/hbr.org\/2022\/11\/negative-reviews-can-boost-sales-even-more-than-positive-ones<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Hayy Media.&nbsp;(2024).&nbsp;<em>The era of de-influencing: Why consumers are pushing back against sponsored content in India<\/em>. <a href=\"https:\/\/hayymedia.com\/the-era-of-de-influencing-why-consumers-are-pushing-back-against-sponsored-content-in-india\/\" target=\"_blank\" rel=\"noopener\">https:\/\/hayymedia.com\/the-era-of-de-influencing-why-consumers-are-pushing-back-against-sponsored-content-in-india\/<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Influencer Marketing Hub.&nbsp;(2024).&nbsp;<em>The state of influencer marketing: Benchmark report 2024<\/em>. <a href=\"https:\/\/influencermarketinghub.com\/ebooks\/Influencer_Marketing_Benchmark_Report_2024.pdf\" target=\"_blank\" rel=\"noopener\">https:\/\/influencermarketinghub.com\/ebooks\/Influencer_Marketing_Benchmark_Report_2024.pdf<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">MAD Social Agency.&nbsp;(2023).&nbsp;<em>The rise of deinfluencing<\/em>.&nbsp;<a target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.madsocialagency.com\/blog\/the-rise-of-deinfluencing\">https:\/\/www.madsocialagency.com\/blog\/the-rise-of-deinfluencing<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">National Public Radio [NPR].&nbsp;(2024).&nbsp;<em>Why influencers are trading massive hauls for &#8216;deinfluencing&#8217;<\/em>. <a href=\"https:\/\/www.npr.org\/2024\/03\/25\/1239897929\/influencers-deinfluencing-tiktok-instagram-shopping-environment\" target=\"_blank\" rel=\"noopener\">https:\/\/www.npr.org\/2024\/03\/25\/1239897929\/influencers-deinfluencing-tiktok-instagram-shopping-environment<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>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 [&hellip;]<\/p>\n","protected":false},"author":2280,"featured_media":80813,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1053,1049,12,38],"tags":[2939,2936,639,591,2938,2742],"class_list":["post-80777","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-influence-marketing","category-marketing-d-influence","category-reseaux-sociaux","category-social-media","tag-consumer-trust","tag-deinfluencing","tag-influencer-marketing-en","tag-social-media-marketing","tag-sponsored-content","tag-tiktok-trends"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Why sponsored content isn\u2019t liked anymore : The rise of Deinfluencing\u00a0<\/title>\n<meta name=\"description\" content=\"The marketing industry has been associated for a long 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