How TikTok De-Influencers Are Trying To Help Consumers
TikTok de-influencers are helping consumers by educating them about how much things actually cost, if they work, and what not to buy.
Add this term to your social media lexicon: “TikTok de-influencers.” Notice the prefix “de,” as in “undoing an action.” Tiktok de-influencers do, well, the opposite of an influencer. Instead of creating a demand for a product or service by spreading favorable news about it with their followers, thereby boosting the product’s reach and sales, they are, according to a report in the AP, “telling their followers which products aren’t worth the money, or urging them to resist indulging in trends.”
The Digital Marketing Institute reported that “over three-quarters of consumers trust opinions they find on social media, including those from friends, families, and influencers, to help them make the right decision about buying a product or service.” In short, 75% of consumers rely on the opinions of others online when deciding to purchase something. Now, thanks to TikTok de-influencers, online consumers are learning about responsible consumption and might think twice before whipping out their credit cards to buy into the latest trend.
The TikTok de-influencer movement has gained traction recently, particularly as young people have grown more aware of the environmental and social ramifications of their spending patterns. TikTok De-influencers have large followings as well, but instead of promoting the latest fast fashion trend or beauty product, they use their platform to educate their followers on how much these items truly cost.
Huffington Post recently highlighted one such Tiktok De-Influencer, TikToker Alyssa Kromelis, who in a de-influencing video that racked up over 5.4 million views, declared, “Here are all the things I will de-influence you from buying as somebody that spends thousands of dollars on health, beauty, and hair products, but loves to save a buck.”
The TikTok de-influencer movement aims to encourage customers to think critically about the messages they receive from influencers and corporations, as well as to promote sustainability and ethics. Several TikTok users who identify as de-influencers will post films dissecting company marketing strategies and showing how they are intended to deceive customers. TikTok de-influencers help their followers make better decisions and avoid feeling pressured to buy into the latest trends by giving them this kind of advice.
Of course, the de-influencer movement is not universally supported. Some people say that it is not the role of influencers or customers to promote sustainable or ethical practices and that it is up to governments and companies to generate systemic change. Others believe that the de-influencer movement is merely virtue signaling and has no real impact on the environment or the fashion industry.
Yet, the Tik-Tok de-influencer movement’s impact should not be underestimated. While it may not result in a systemic change on its own, it is an effective strategy for increasing awareness and modifying individual behavior. De-influencers contribute to a cultural movement toward sustainability and ethics that is desperately required in our society by pushing their followers to make more conscientious decisions.
