• by Todd Wasserman , February 27, 2023

With the rise of TikTok, influencer marketing is clearly experiencing a favorable environment -- but at the same time, a new trend of “deinfluencers” threatens to derail that momentum.

According to Matter Communications, 81% of consumers report that social media posts from influencers, family members or friends drove interest in an item or service within the past year. Users reported that food and beverage items were the categories in which they were most likely to be influenced, and 36% said YouTube is their primary media influence.

Of course, influencers are subject to skepticism about what they’re promoting. For instance, Mikayla Nogueira, a TikTok influencer, came under fire last month -- some said she was wearing false eyelashes while promoting L'Oréal Paris Telescopic Mascara.

Not surprisingly, deinfluencing is now a hot trend. One TikTokker, Lauren Rutherglen, recently gave a candid assessment of some beauty products. “I didn’t know when I bought it that there would only be this much product in it,” said Rutherglen, holding a near-empty tube. “And for $52, I will not be repurchasing.”

As of last week, the deinfluencing hashtag on TikTok had accumulated more than 228 million views.

Rutherglen told CBC that the trend is taking off as people are being more thoughtful about their spending amid economic uncertainty.  "If you're wanting to purchase something, you want it to be something that's of value and reflects what you worked for and the money you earned,” she said.

Not surprisingly, big brands are hip to the trend. Taco Bell paid singer Doja Cat last year to complain on social media about having to write a jingle for the brand.