TikTok has been a boon for brands that have seen sales soar thanks to the #TikTokMadeMeBuyIt fad. But there is a new trend emerging on the platform that isn't so kind to brands—one where creators are telling their fans what not to buy. Known as "de-influencing," for brands that often find themselves mentioned in these circles, it could be a signal to reassess their influencer marketing strategy.
A looming recession and high inflation rates have many consumers taking another look at what they are buying. And many are tired of hearing about products they don’t need, or can’t afford, on social media.
“It’s very much attached to the economy,” said Alyssa Kromelis, a marketing consultant who went viral after making her own de-influencing video. “People are struggling, but want to feel cool and look pretty and dressed nicely.”