By The Malketeer

The phenomenon of deinfluencing has breached unprecedented heights, creating ripples of change within the dynamic realm of social media influencers, with TikTok emerging as a hotspot for this transformative trend.

Garnering over 200 million views, the hashtag #deinfluencing has become a powerful indicator of its resonance within the influencer community.

A compelling exploration of this trend unfolds in a thought-provoking article by Dazed Digital, aptly titled ‘The Rise of the Deinfluencer.’ The authors advocate for deinfluencing as a catalyst for consumers to critically assess their purchases, urging them to evaluate the necessity of the products they are tempted to buy.

This movement represents influencers taking a bold stance against the overconsumption of seemingly unnecessary items.

A More Discerning Approach to Consumerism

Deinfluencers are now boldly sharing their personal experiences with products, shedding light on the pitfalls of items aggressively marketed through advertisements or paid partnerships. These products, often aligned with social media trends, lure consumers into spending their hard-earned money. The trend, in essence, encourages a more discerning approach to consumerism.

Nirmal Gill, the founder of Reverie Digital Marketing, underscores the significant implications of deinfluencing on the landscape of influencer marketing. He predicts a shift towards more authentic content creation strategies, where brands may pivot towards embracing micro or macro influencers who genuinely endorse products.

This departure from relying solely on big influencer names could become a prevailing approach, reflecting a desire for authenticity in the content shared with audiences.

“In a time when the rising cost of living affects individuals across Malaysia, making discerning choices about purchasing products becomes paramount,” notes Gill. This statement underscores the real-world impact of deinfluencing, as it prompts influencers and their followers to make thoughtful decisions aligned with their financial realities.

Concept of ‘Dupes’ Gaining Traction

A noteworthy aspect of deinfluencing is the open critique of products that influencers find unfavorable. This transparency leads influencers to steer their followers towards alternative products or budget-friendly ‘dupes.’ The concept of ‘dupes’ has gained substantial traction on social media, with influencers highlighting lower-cost versions of popular high-end brand products.

This trend not only exposes followers to equally effective alternatives but also provides budget-friendly options without compromising quality.

The phenomenal rise of the deinfluencing trend is reshaping the influencer landscape, fostering a more critical and discerning consumer culture. As influencers champion transparency, authenticity, and budget-friendly alternatives, the future of influencer marketing may well be defined by a departure from excessive consumerism towards more mindful and purposeful consumption.

MARKETING Magazine is not responsible for the content of external sites.

The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

This is the only event where Live Presentations meets Live Judging.

Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!

Campaign entries must have run between June 2023 to May 2024

Submissions Deadline
30th June 2024

APPIES Festival – Judging & Presentations
11th – 12th July 2024 (Malaysia)


Download Event PDF
Submit Entries Here

Subscribe to our Telegram channel for the latest updates in the marketing and advertising scene