New team TikTokers seems to be coming out of the popular social media platform and coming into direct conflict with influencers.

And it’s not because they know how to better sell products to their followers, or because they have more interesting content, but because they do the exact opposite. In short, they are anti-influencers.

This new trend has gone viral on TikTok as more and more internet users post videos of products they will never use again, urging users not to even bother purchasing them.

In fact, the #deinfluencing hashtag has already been created with over 56 million views.

Most of the videos from female tiktokers are related to beauty products. Some also feel free to try the products of the big houses and describe reasons why they no longer prefer them.

@chez.amelie The deinfluencer #deinfluencer #deinfluencergang #deinfluencer #uggminiplatform #dysonairwrapreview #ameliestanescu #balaclavagirlie #handmadebalaclava #ameliestanescutiktok #ameliestanescu #berlinbabe #whatiworeinparis #berlinstyleinspo #airpodspromax ♬ original sound – Estef

Influencers, you bored us

The purpose of these videos is to slow down the influencers flooding the Internet with products. Also, it’s no secret that most of the videos that influencers post are funded by the companies that make them.

These deals are so successful that, according to the Influencer Marketing Hub, over $16 billion will be spent on ads on the platform in 2022.

In promoting the product, not only professional influencers are leading the way, but also celebrities such as Jennifer Lopez and the Kardashian family, who have even launched at least 15 lines of different products (from candles to … pajamas).

@katiehub.org Replying to @rowanpostssometimes oh oh. why i like it. #fyp #mascara #deinfluencing #dior ♬ Elevator Music – Bohoman

Simultaneously with the anti-influencer “movement”, there is a conversation about whether influencer reviews are true, or are the result of their cooperation with the corresponding company.

For example, recently a TikTok influencer advertised mascara with… false lashes. When users realized this, the reaction was numerous and intense.

However, the promotion of products by social media influencers will continue to grow as people continue to spend more time on them. According to the data, the average user spends more than an hour and a half a day on TikTok.

Gen Z is not just interested in scrolling through TikTok, they are also looking for more sustainable solutions to reduce the amount of products they buy. A study by First Insight found that the majority of Gen Zers prefer to buy from green brands and are likely to shop with social and environmental considerations in mind.

However, there are those who believe that anti-influencers also somehow influence users, especially when they in turn recommend other products.

However, many believe that this particular trend is not enough to affect the buying habits of the population.

^{Source: TIME}