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Deinfluencers: What does Tiktok's money saving trend mean for consumer culture?

On TikTok, the trend of deinfluencing has received over 263 million views

Deinfluencing is a growing trend on TikTok where users attempt to persuade audiences from overconsumption and falling victim to the hyped and oftentimes overpriced things.

Social media and influencers go hand in hand; influencers use social networking sites such as TikTok, to share updates, photos, and videos with their followers or basically to connect with their fans. Beauty Influencers groups which often extol the virtues of cosmetic and skincare companies have dabbed in deinfluencing during the past month.

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What is 'Deinfluencing trend' all about?

The trend involves TiKTokers urging followers to think twice about impulse-purchasing certain cult-favorite products. 

It's still not always simple to determine how sincere influencers are in sharing the reviews, though. As a result, common TikTok users are increasingly posting their own product reviews with the hashtag "deinfluencing" in an effort to counteract the prevalence of influencers' compensated advertisements on the platform. On TikTok, the trend of deinfluencing has received over 263 million views.

Meta study found 54% of people either made a sporadic purchase in the moment or after seeing the service or product on Instagram. It’s very easy for the audience to fall into the trap of buying things they see online.

Let’s have a look at some of the deinfluencer videos:

What does the trend mean for consumer culture?

Buying less stuff sounds like good advice for many. This is how the emerging trend has impacted consumer culture. Deinfluencers aim to be the opposite of influencers, who in terms of marketing, are seen as people having the necessary credibility to influence potential consumers to buy certain products by recommending them on social media platforms (for instance Tiktok).

Deinfluencers employ a range of strategies. Some people entirely reject consumerism while others assess things and provide more affordable or superior alternatives. Other deinfluencers offer suggestions on how to make financial savings or discover true happiness.

Users create videos entirely devoted to discussing which items from the cult-favorite TikTok items list are genuinely worth the hype and which ones are obviously not and have been lying on their shelves gathering dust as part of the "deinfluencing" trend. Every purchase you make involves some degree of personal preference, so try to view each deinfluencing video with a grain of salt in the same way you would any influencer video.