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.” 

De-influencing videos started popping up at the beginning of the year. While the term “de-influencing” might be new, the original concept has been around for decades—they were called bad reviews. But instead of those reviews living on a product page on a retail media website, the reviews, like a lot of things, have shifted to short-form video. The hashtag is often used by influencers who already have deals with the brands they're critiquing, influencers who are sent products from brands they're not partnered with, or other users who buy the product after seeing it all over their social media feeds.

And while last year was a boon for the creator economy, the de-influencing trend suggests some brands may have leaned a bit too much into creator reviews.

“Brands get to a place where they over-invest,” said Albert Thompson, managing director of digital innovation at Walton Isaacson. “And the word-of-mouth machine, even on TikTok, is not a place to saturate. It’s like having a friend that talks about themself too much. You get tired of it.” 

Indeed, some videos with the hashtag were about products that consumers are avoiding because they see them on TikTok too often; these include items from Stanley, Lululemon, Bloom Nutrition, Charlotte Tilbury, Drunk Elephant and Olaplex, among others. 

“Social media is a two-way channel and listening to customers is just as important as promoting our products,” an Olaplex spokesperson said in a statement. “We take that responsibility seriously, and it's an important part of our business as the category leader to serve our millions of happy customers.” 

“TikTokers and Instagrammers professing their love for Stanley and the Quencher on social are true fans—whether they may have been ‘influenced’ to buy or not,” Terence Reilly, global president of Stanley, said in an emailed statement. “These are consumers who are excited about the Quencher and are sharing that sentiment far and wide on social media.”

A Drunk Elephant spokesperson declined to comment. Charlotte Tilbury, Lululemon and Bloom did not respond to requests for comment.

For brands and creators alike, now could be the time to reset their influencer marketing relationships. Creators need to be more comfortable saying “no” to brands and products they don’t like—which might be challenging given the economic downturn—and brands need to send out fewer products to influencers, tighten up their influencer rosters, and accept that creators may ultimately not post about the product, according to agency leaders.

“To me, this is a great reminder to take a step back and be strategic,” said Kimmy Shoval, senior VP and head of influencer marketing at Movement Strategy. “There are so many ways to do your homework and find the right influencer partners.” 

Shoval recommends leaning on talent managers, who know what products will naturally align with certain clients, or searching hashtags to see customers who are organically talking about the brand. Brands should also build in more lead time before campaigns, so that creators have enough time to try the product.

Creators also wouldn’t mind brands tightening up their rosters. Olivia Markley, a skincare influencer, said she receives as many as 30 boxes of product and merchandise a week. 

“It’s overwhelming,” she said. “Especially if a brand sends their entire line, or refills that I didn't ask for.” 

While Markley often gifts the excess to friends, she would rather that brands ask before sending her something in the first place. 

“I feel bad, especially if it's from a smaller brand,” Markley said. “If I know I’m not going to have time to get to it, that could have been more cost-effective and gone to someone else.”

Both creators and marketers think creators should be more judicious in the brand partnerships they take on.

“I get that there are folks coming from a place of struggle, who need the money, need to pay bills,” said Kromelis. “But if you are in a position to pass on some paid collaborations, I think you should and not sell out.”

“I understand that for many creators, this is their livelihood,” adds Shoval. “But now is a good reminder that they do not have to, and probably should not accept every opportunity. Consumers are very savvy, especially since influencer marketing has grown.” 

Brands should also be comfortable with sending creators products to test, but ultimately not having the product show up in a post. Shoval would much rather a creator say they don’t think the brand is a fit. With enough lead time, that should still give the agency time to find another creator.

Over the last week or so, Kromelis said she’s been emailed by dozens of brands, but half of them she has never heard of, and she doesn’t plan on responding to them. 

“One brand asked if they could send me a product, I was interested, but I asked if I could try it first,” Kromelis said. “I said that if I genuinely like it, I’ll come back to you. They immediately sent me a contract, with the usage rights and all that. That’s not what I meant.”