“Let me de-influence you.” In these videos, a creator tells viewers which products they would skip. That sounds useful. But sometimes the video ends with a list of different things to buy.
So does de-influencing help us buy less, or does it just change what we buy?
How it started
De-influencing became popular on TikTok in early 2023. At the time, the Associated Press reported that videos tagged #deinfluencing had passed 150 million views. Some creators shared honest criticism. Others recommended alternatives, sometimes with links that could earn them a commission.
“Don’t buy that. Buy this instead.”
An alternative can be helpful when you really need a product. But if you were not planning to buy anything, a cheaper recommendation is still another purchase.
That question matters whether a creator says “buy it” or “skip it.” Check whether the post is sponsored or uses a shopping link, then decide what works for your own budget.
Try a no-buy note
For one week, write down the products you feel tempted to buy. Next to each one, note what started the feeling: a creator, a sale, a friend or a bad day. Do not buy the item right away.
At the end of the week, look at your list. Which reasons appear most often? You might notice that some products no longer interest you.
Your turn
Do you trust de-influencing videos more than regular reviews?
Tell us on Instagram @antiinfluencer.clubSource: Associated Press reporting published by CBS News, February 2023.