Influence marketing: analysis of the disinfluence trend on
Posted: Tue Dec 10, 2024 6:31 am
You have certainly heard about disinfluence on social networks recently, but do you know what it is exactly? Who are the disinfluencers? On which social networks do they speak? What are the topics covered and products concerned? Let's analyze together the trend of “Deinfluencing” which is currently shaking up the sphere of influence and social media. An article published in partnership with Reech.
What is the “deinfluencing” trend in English?
According to the Reech 2023 study , consumers spam database primarily follow content creators to discover a brand, learn about it, consider making a purchase and ultimately become a customer. They compare different products thanks to the content published by creators/influencers. Influence Marketing, through partnerships with influencers, is a lever for image and sales.
Why are the results of this study important? Because they allow us to better understand disinfluence, a trend that consists, not in encouraging consumption, but rather in making recommendations for similar, less expensive products and consuming better. Denouncing bad products, products that are too “expensive”, fighting against fads, demonstrating authenticity, this is the founding principle of disinfluence.
This trend corresponds to consumers' expectations about influence. Most social media users who subscribe to content creators think that the influence model needs to evolve, according to the Reech study. Consumers want more transparency and fewer scams, more responsible, more ethical and better controlled consumption.
Who are the disinfluencers?
Some people talk about a new category of influencers. I will simply say that these are influencers who adapt to their community and to a favorable temporality. In this period of inflation, subscribers no longer have the same means, nor the same expectations in terms of content. We can thus characterize these profiles with these terms: they are influencers of degrowth and anti-consumerism. Often female profiles who mainly talk about Beauty, but also about LifeStyle, through authentic and transparent video content towards their communities.
Even if we find French people like Nastblog, which uses this rather significant little catchphrase “Don’t scroll right away, I’m continuing to disinfluence you…”, the disinfluencers are mostly American. Let’s mention Alyssa Kromelis, katiehub.org and Rachel Finley, profiles who talked about very well-known but overpriced, unethical and unsustainable products. An example: this video by Alyssa Kromelis which has been viewed more than 5.5 million times on .
On which social networks do they speak?
is the platform that centralizes the disinfluence trend, and many videos on the subject have been posted there daily. This is the result of the analysis of the Social Listening solution Visibrain . The trend emerged at the end of January on the Chinese social network and today, there are more than 300 million views and 10 million likes on posts around this term.
Let's try to explain why this platform and not another. is used by many influencers and consumers. According to the Reech study , it is in the top 5 platforms most used by the latter in 2023. Let's remember that it passed the billion user mark very quickly. Influencers also appreciate it more and more. Which can explain the volume of content published on this subject.
Let's focus on the target, young people really like . A generation Z that is concerned about the environment, working conditions, overconsumption and of course inflation. They need to review their purchasing behavior, that is to say find products that are especially cheaper and also more sustainable. The trend gives them ideas and guides them in their purchases.
Another point to understand: algorithm. It encourages creators to follow trends to gain more visibility and engagement. In fact, it is legitimate to wonder if some are not simply surfing the trend. I have even heard of the greenwashing of influencing. In any case, we can clearly say that it represents a good opportunity on TiTok.
What is the “deinfluencing” trend in English?
According to the Reech 2023 study , consumers spam database primarily follow content creators to discover a brand, learn about it, consider making a purchase and ultimately become a customer. They compare different products thanks to the content published by creators/influencers. Influence Marketing, through partnerships with influencers, is a lever for image and sales.
Why are the results of this study important? Because they allow us to better understand disinfluence, a trend that consists, not in encouraging consumption, but rather in making recommendations for similar, less expensive products and consuming better. Denouncing bad products, products that are too “expensive”, fighting against fads, demonstrating authenticity, this is the founding principle of disinfluence.
This trend corresponds to consumers' expectations about influence. Most social media users who subscribe to content creators think that the influence model needs to evolve, according to the Reech study. Consumers want more transparency and fewer scams, more responsible, more ethical and better controlled consumption.
Who are the disinfluencers?
Some people talk about a new category of influencers. I will simply say that these are influencers who adapt to their community and to a favorable temporality. In this period of inflation, subscribers no longer have the same means, nor the same expectations in terms of content. We can thus characterize these profiles with these terms: they are influencers of degrowth and anti-consumerism. Often female profiles who mainly talk about Beauty, but also about LifeStyle, through authentic and transparent video content towards their communities.
Even if we find French people like Nastblog, which uses this rather significant little catchphrase “Don’t scroll right away, I’m continuing to disinfluence you…”, the disinfluencers are mostly American. Let’s mention Alyssa Kromelis, katiehub.org and Rachel Finley, profiles who talked about very well-known but overpriced, unethical and unsustainable products. An example: this video by Alyssa Kromelis which has been viewed more than 5.5 million times on .
On which social networks do they speak?
is the platform that centralizes the disinfluence trend, and many videos on the subject have been posted there daily. This is the result of the analysis of the Social Listening solution Visibrain . The trend emerged at the end of January on the Chinese social network and today, there are more than 300 million views and 10 million likes on posts around this term.
Let's try to explain why this platform and not another. is used by many influencers and consumers. According to the Reech study , it is in the top 5 platforms most used by the latter in 2023. Let's remember that it passed the billion user mark very quickly. Influencers also appreciate it more and more. Which can explain the volume of content published on this subject.
Let's focus on the target, young people really like . A generation Z that is concerned about the environment, working conditions, overconsumption and of course inflation. They need to review their purchasing behavior, that is to say find products that are especially cheaper and also more sustainable. The trend gives them ideas and guides them in their purchases.
Another point to understand: algorithm. It encourages creators to follow trends to gain more visibility and engagement. In fact, it is legitimate to wonder if some are not simply surfing the trend. I have even heard of the greenwashing of influencing. In any case, we can clearly say that it represents a good opportunity on TiTok.