Influencer market grew $14.7b 2016-2022, but new TikTok craze is ‘Deinfluencing’. Seriously?!


No surprise most (86%) consumers claim authenticity is a key factor in liking and supporting a brand.

It’s why marketers constantly gather in Zoom calls and conference rooms to whiteboard and present spreadsheets and decks about authenticity.

Because what’s more authentic than that?

But I get why, there’s a lot at stake. The social influencer market was worth $1.7b in 2016. This grew to to $16.4b in 2022.

Any industry that grows almost $15 billion this fast will get a lot of attention.

Influencer basics are simple for brands: pay people to push your products.

But does this lead to inauthenticity?

Of course it does. So the new thing is ‘deinfluencing’.

“Hi guyyyyys, I wanted to let you know about some changes from your favorite influencer. I’m a DE-influencer now. It’s all about keeping brands honest, right? Which reminds me, there’s this thing you totally need to know about.”

While I mock this, TikTok’s #deinfluencing hashtag has 385.2 million views and growing.

Deinfluencers are a whole new category of influencers that get paid to promote stuff, but like, you know, do it with some light criticism thrown in.

It’s also a whole new label to make fun of.

But again, I’m mostly alone mocking this: 67% of brands and retailers will increase influencer marketing spend in 2023, and 23% will spend 40%+ of their marketing budget on influencers.

And now deinfluencers.

Stand by for your team call at 2pm today where your coworker — who constantly tells you how much you can trust them — will like totally authentically run you through an hour of slides on this new form of keeping it real.

Sorry to be so cynical. Please comment and school me if I’m wrong.

Or, wait a second … did I just become a deinfluencer?


Why TikTok’s ‘Deinfluencing’ Trend Is Just Another Form of Influence for Brands

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