Although in an era dominated by social media influencers, scrolling on TikTok where countless videos of users push products through your screen, Alyssa Lumpee does the complete opposite. In a duet video of an influencer promoting a viral $3 leather tote bag from TikTok Shop and revealing she had bought more than one, right by her side is Lumpee, social media manager for LiveKindly, dismissing the product. LiveKindly stands as one of the largest plant-based lifestyle platform and TikTok is just one of the many places they spread their message. “You don’t need this viral bag from TikTok Shop”, states Lumpee. She points out the possibility of it being unethically produced since it is only $3 which may result in it only lasting a few weeks before it inevitably falls apart.  

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LiveKindly’s social media manager has produced content for the brand’s TikTok consisting of pointing out the same products users advertise and applaud, as unnecessary. A duet from October of 2023 has gained over 4.9 million views with comments praising her advice such as “You’re a godsend”. With over 152.9K followers, LiveKindly has grabbed the attention of many through sustainable living tips. “I am really focused on trying to make sure the point gets across that it’s for the planet”, states Lumpee. “It’s for the people that don’t understand the impact of what we buy on the planet”.

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Lumpee isn’t the first to disregard viral products from TikTok’s advertising tactics, the trend has been deemed as de-influencing. This trend is the latest on TikTok, where influencers tell their followers why they should steer clear of products. In a five-minute session of watching TikToks, users are likely to encounter at least one video claiming “eligible for commission” on the lower bottom of the video’s caption. The term eligible for commission means users who have signed up as part of TikTok Shop, can earn money if the product is bought by using the link on their video. Users have started buying products from TikTok Shop, TikTok’s latest e-commerce format. By making content in a captivating way to other users, they can advertise inexpensive, and rapidly produced items through the convenience of their phone.

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Social media has become one of the top places to tell people what to buy and what products they cannot live without. According to Influencer Marketing Hub, the leading social media resource for brands, 48% of TikTok subscribers express interest in placing an order on the platform in the next three months. The constant pressure to follow what’s most popular has caused an outpour in overconsumption of products.

De-influencing began in January 2023 as a way to bring awareness of the risks of overconsumption of products from social commerce. Since then, the de-influencing hashtag has gained over 1.1 billion views on the TikTok platform and growing with every new video created. De-influencing started as a rebellion against the picture-perfect image influencers showed on their accounts. The luxurious products that were shown off by influencers made users believe they would receive the same amount of happiness as them if they had that exact product. From fashion, beauty, and all the way to lifestyle influencers, there is no escaping a product review or sponsorship.

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The lack of authenticity of many influencers brought de-influencing into full swing. The trend has consisted of users who can be labeled as “de-influencers” creating content that debunks the latest products, either finding faults in them or just showing products that are not worth the price. It has gained traction as users have agreed that consumers have become careless about their purchases. They will either pay the price for an expensive product that has gained popularity like the viral Stanley cups or the Hydro flasks, or not care and buy mass-produced inexpensive products.

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One reason for the rise of de-influencing culture is the concern for the environment. Lumpee states that one of the environmental risks in producing and purchasing products without a second thought is the harm to our Earth’s future. Most fashion products are made of plastic, which is made from fossil fuels, which users should steer away from.

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According to Gitnux’s 2023 market data report, there are 92 million tons of clothes-related waste each year, which produces half a million tons of microplastics. Microplastics are smaller pieces of plastics that degrade over time. About the size of a poppy seed, microplastics can derive from garments made of nylon or polyester causing an increase of plastic pollution.

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Therefore an $8 jumpsuit from TikTok Shop, the most recent must-buy with videos achieving over 20,000 likes, ends up in landfills after the trend has reached its peak. Fashion trends have transcended TikTok to a platform full of hot takes and advice that just about any user will listen to and almost every month there is a new phase.

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With TikTok Shop, users can earn a commission from producing videos advertising a product they bought. This sort of cycle has caused products to gain popularity almost instantly. Users sometimes even receive the products from the shop for free, but in return must make a video. People will do anything to catch the viewer’s eye and that can mean lying or dramatically emphasizing how that product has changed their life.

Dr. Jennifer Bonoff, assistant professor of marketing at Salve Regina University, is not surprised by the rise of the de-influencing trend. TikTok’s quick accessibility to products through their shop and the ease of just clicking a button to purchase has caused more harm than good. “It’s encouraging people to purchase more than they really need, and sometimes it becomes excessive.”

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Besides the sustainability factors of de-influencing, money has a great amount to do with it too. Trying to save money has become the main objective of many consumers who are on board with the trend. According to Bonoff, the access to discretionary income we might have had years ago has changed due to the economic shift. “We’re also in interesting economic times, I think that people are really seeing that it is wasteful to spend so much on a lip gloss when you can get something similar at CVS for a third of the price,” Bonoff explains.

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Isabelle Thornton, from Weaving Influencer, a digital marketing agency, is a regular TikTok user who says, “It’s exhausting to be thrown a bunch of different products and a bunch of different things that you could buy or trends you have to keep up with all the time.” Thornton is all for the latest environmental trend combating anti-sustainability. Having seen the rise of de-influencing for herself, she says the point of the trend has become to promote a more sustainable and ethical lifestyle, but it’s not necessarily what any of the trends ever end up being.

 

Despite the authentic de-influencers who are truly trying to change the social commerce game, there is a downside to the popularity of the trend. The trend’s popularity has gained recognition from influencers with no awareness of sustainability. Instead of completely encouraging people not to buy, these influencers will instead advertise a dupe. Dupe has become the latest buzzword on TikTok, referring to the alternative for expensive popular products.

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Money-hungry influencers will plug in other products, either sponsored or to grab more viewers' attention. Their followers would not be satisfied if they were not given a review on an actual product they can purchase. Consumers have grown used to being advertised to and without it, it can leave some users feeling disappointed.

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Online impulse buying has become the newest form of retail therapy. According to Bankrate, U.S. adults in the past year have spent $71 billion on impulse buys based on what they saw on social media. The need to shop is unbreakable, but authentic de-influencers continue to spread the message for the better of the planet.

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 Despite not many users grasping the message of the trend, overpowering the power of advertising and overconsumption can be just as easy as word of mouth. Those who agree with the trend like Thornton and Lumpee, can continue to inspire others with sustainable consumption habits.

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Being a mindful consumer, researching a brand or a product before purchasing can help reduce the harmful factors of fast fashion. Choosing a sustainable company over the comfort of TikTok Shop at your fingertips can decrease the absurd amount of spending. Even considering secondhand shopping as opposed to following brief trends is one step closer to making a change. If you are the only one in the room who has heard of de-influencing, just sparking up a conversation can bring the trend into effect. If the trend continues to acquire users who remain informed of the harm of over-consumption of products, the trend can make a difference.

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So, whether users follow it for sustainability reasons or money factors, the trend stands behind a good cause. De-influencing has continued to hold the attention of many users and whether they are grateful for the reminder that in the end, the hot new item will end up catching dust in a few months or that their pockets cannot afford another purchase, the trend has successfully changed the mindset of many. As for the future of de-influencing, Bonoff states, “De-influencing is here and it’s not going anywhere.” Bonoff notes that if the economy continues to decline and doesn’t improve, and if interest rates stay high, people are going to start to pay attention to it more. 

 

Even if the trend becomes infiltrated by influencers in the future, those who strongly believe in de-influencing will continue to make videos. The over-consumption of products is rightfully being brought to awareness and the de-influencing trend is a wake-up call for all.