Who are deinfluencers, what they do and how they influence communication

In the age of social media and digital marketing, influencers have long been hailed as the ultimate trend-setters, able to drive consumer behavior with their content and reviews.

However, as the digital landscape continues to evolve, a new phenomenon has emerged: the rise of deinfluencers , a category of creators who are disrupting the influencer model by actively challenging the status quo to promote more ethical and sustainable consumption. .

Who is the deinfluencer: what is his role and what he communicates on social media

A deinfluencer is an individual who, rather than promoting products or services, criticizes and questions the role of influencers and the impact of their content on consumer purchasing behavior.

This transition to the era of “deinfluencers” seems to have started on TikTok in late 2022 and early 2023. Indeed, on this social media, influencers have begun to guide their followers to avoid certain purchases, with l aim to reduce consumerism and promote social and environmental responsibility. This growing trend, widely present in the beauty, food, fashion and lifestyle sectors, includes videos that categorize products NOT to buy or cheaper or more sustainable substitutes for famous brands. But what does the rise of deinfluencers imply and what is their impact on brands and consumers?

Deinfluencer vs Influencer: comparison between two communication models

As the influencer market becomes increasingly saturated and consumer skepticism grows, the deinfluencer offers a fresh and candid perspective, an alternative voice, questioning the credibility of sponsored content and revealing the potential pitfalls of blindly following trends or buy products based solely on the endorsements of the most popular creators.

The rise of the deinfluencer presents both challenges and opportunities for businesses.

On the one hand, it forces companies to reevaluate their influencer marketing strategies, making sure to prioritize authenticity and transparency when partnering with influencers.

On the other hand, the phenomenon of deinfluencers offers brands the opportunity to engage with a more attentive and critical audience, ultimately cultivating stronger and more meaningful relationships with consumers.

How to integrate deinfluencers into marketing campaigns

Integrating deinfluencers into marketing campaigns means, above all, creating authentic collaborations with influencers who truly align with their values and appreciate the products beyond the economic gain. This can lead to more credible and meaningful reviews, ultimately strengthening brand image and consumer relationships.

Furthermore, the improvement of the brand storytelling is assured. By embracing transparency and authenticity, brands can tell their unique stories and showcase their added value, be it craftsmanship or quality, sustainability or customer proximity, distinguishing themselves from the competition and attracting more demanding but motivated consumers .

In fact, involving a critical public is positive: by acknowledging their concerns and promoting an open dialogue, it is possible to create a strong connection with an aware, demanding public that is truly attached to brands that prove to be transparent, coherent and committed.

A real boost also within organizations, to promote ethical and sustainable practices and communications: with the change in consumer values, brands have the opportunity - and the need - to embrace sustainable and ethical practices, addressing a growing segment of the market which prioritizes these factors in purchasing decisions. And beware of greenwashing: users will notice if you are insincere.

The importance of deinfluencers in critically approaching digital content and educating the public about the risks of social media

Greenwashing, diet culture, unbridled consumerism, lack of inclusiveness: a large portion of consumers today fight against these negative and outdated patterns.

Influencer culture promotes an unhealthy habit of binge drinking in an effort to keep up with all the latest trends, or unhealthy behaviors related to beauty and nutrition.

While some celebrities continue to encourage fast fashion giants, such as Shein, responsible for pollution and mismanagement of natural resources, or beauty & food brands that promote wrong ideals, deinfluencers give voice to more environmentalist, healthy and responsible ideals.

How deinfluencers are revolutionizing the online communication sector: social responsibility and impact on companies

Thanks to deinfluencers, who question the credibility of influencer sponsorships, companies today face increased scrutiny from discerning consumers, who are skeptical of the authenticity of partnerships and promotions.

Furthermore, this new voice is clearly bringing out a shift in consumer values , with customers prioritizing sustainability, ethics and authenticity over status and flashy consumption.

An essential lesson for companies, especially in certain sectors, to keep up and renew values, tone of voice and communication keys, looking for innovative ways to involve their audience and maintain relevance in this ever-changing environment.

The future of deinfluencers: perspectives and challenges for industry professionals

The #deinfluencing hashtag has been viewed on TikTok a whopping 322.4 million times since its creation, according to internal data from the platform. An impressive number, although on the platforms there are still few deinfluencers who have such numbers of followers as to be able to change the status quo - and in most cases they are micro-influencers with less than 10 thousand followers.

A niche that has grown over time, attracting the attention of companies for its ability to establish a real dialogue with the reference community. A relationship based, therefore, on authenticity. But is it sustainable, in the long run, to think of surviving as a deinfluencer in a social world that is based – willy-nilly – on monetization?

The ultimate goal for all creators, whether ethical or not, remains the same: views. And the more sustainable or low-cost products offered always fuel the same desire in the public: to buy.

Success stories: deinfluencers who are making a difference

Deinfluencers often suggest what not to buy and offer cheaper or niche alternatives to mainstream products, so-called “anti-haul” columns .

Among them, Alyssa Kromelis, whose video «Cult products on TikTok that I hate» went viral on the platform this year, with 5.5 million views.

And in Italy? The Honest Influencer, born Andreea Tolomeiu, who boasts more than 230,000 followers on TikTok and over 73,000 on Instagram, undertakes every day to unmask fake sponsorships and to have her say on the products that fans want to see in a super impartial review and unsponsored.

We can then mention Francesca Piersanti, alias The.Saints.stuff, 49,000 followers on IG, who with her "close your wallet" format, shows the public which products in her opinion are not worth buying and, therefore, how to save your money .

And it's not just about reviews - there are many pages dedicated to honest "tastings" of very fashionable foods or outfit tests on the "reality vs dressing room" model.

Some deinfluencers fight against social stigmas and promote a healthier way of relating to social networks: like Francesca Mittoni and her profile dedicated to unmasking false myths and toxic habits of diet culture, to raise awareness about eating disorders or profiles that promote a style more eco-friendly, vegan and cruelty-free life.