Deinfluencing is a social media trend where creators tell their followers which products not to buy, often because they’re overhyped, overpriced or low quality. Many deinfluencers then recommend a cheaper or better alternative.

Where the deinfluencing trend started

The trend took off on TikTok in early 2023, with beauty and lifestyle creators leading the wave. By February, The Washington Post reported that “the deinfluencing trend picked [up] in late January.”

The format flips the usual script for social media influencers. Instead of a list of must-buys, creators share the products they’d skip and the alternatives they’d buy instead.

Growth came fast. A peer-reviewed deinfluencing study notes that the hashtag passed 1 billion views by the end of 2023. As of March 2024, the #deinfluencing hashtag on TikTok “has racked up more than 1.5 billion views,” according to NPR.

Why audiences respond to deinfluencing

People crave honest opinions. Trust is the exact gap deinfluencing fills.

In 2025, BBB National Programs’ Influencer Trust Index found only 74% of US consumers trust or somewhat trust influencer content—compared to 87% who trust general advertising. The same survey found 79% of consumers say authentic reviews, even negative ones, increase their trust in influencers.

That makes deinfluencing another form of influence. It builds trust and often redirects purchases toward a different product. Honest reviews mirror what consumers expect from brand authenticity.

What deinfluencing means for brands

Deinfluencing is a feedback signal. When creators call out your product, they’re telling you what your audience thinks about its price, quality or value.

Treat those videos as research you didn’t have to pay for. Use social listening to track mentions of your brand alongside terms like “deinfluencing,” “dupe” and “overhyped.” You’ll spot product gaps early and find the creators your audience believes.

The trend also shapes brand partnerships. Creators known for honest reviews bring credibility to every collaboration. Build that insight into your influencer marketing strategy and partner with creators who put honesty first.

Find creators your audience already trusts with Sprout Social Influencer Marketing. Sign up for a demo to turn authentic connections into business impact.