DE-INFLUENCING

/dee-in-floo-en-sing/

Verb

The opposite of influencing; Discouraging one’s audience from purchasing or trying viral or overhyped trends

ORIGIN

Over the past few years, many of us have been greatly influenced by content creators, celebrities and social media influencers, may it be in adding something to our shopping carts, purchasing a trendy outfit or beauty product, or trying a viral cafe. 

After all, the main goal of these influencers is to “influence” or encourage their audience to try something new. 

But did you know that the concept of de-influencing has been gaining a lot of traction on social media platforms like TikTok recently? De-influencing refers to the act of promoting intentional choices and encouraging people to think twice, avoid unnecessary purchases, or question trends.

TikTok content creator @sadgrlswag was one of the first influencers who helped the term go viral in January 2023, posting a video in which she railed against a long list of trendy accessories, devices, and even books.

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Thus, de-influencing is also a form of influencing in a way that influencers persuade or inspire their audience to be mindful of their spending habits. De-influencers tell their followers what not to buy to avoid overconsumption and challenge the hype around different products or trends.

EXAMPLES

“I’m de-influencing you to get that lipstick worth a thousand pesos. A cheaper one works just as well.”

“I heard that the cafe that went viral is so overhyped. Thank God we were de-influenced.”