Social Media Is Having Its Deinfluencing Moment, But What’s Next for Influencer Culture?

Acting as the antithesis to traditional influencing, a viral TikTok trend where creators are urging viewers not to buy something, as opposed to creating hype around a product has been revolutionising the world of social media and influencer culture. The term ‘deinfluencing’ first cropped up at the start of the new year and the hashtag now has more than 185m views, while #antihaul – a reaction against “haul” videos, in which someone talks about their recent purchases – has more than 58m.

Social Media is Having Its Deinfluencing Moment, But What’s Next for Influencer Culture

Alex Payne, CEO of Room Unlocked – a platform overhauling influencer marketing for the world’s biggest brands – argues authenticity and credibility is now the only way to reach consumers at home who are now reacting against influencer culture and the gargantuan sums some people have made from it.

Room Unlocked found that 60% of the nation finds influencers who flaunt their wares on social media infuriating amidst the cost-of-living crisis. With those in the industry traditionally associated to leading lifestyles of wealth and luxury, a reality that is now so out of reach for many, micro-influencers who typically have between 1,000 and 100,000 followers have been growing in popularity. Often, micro-influencers are able to be more engaged and connected with their followers, as opposed to macro-influencers who may not have the time to follow up with the thousands of messages they receive.

As this phenomenon continues to rise, Room Unlocked has provided aselection of micro-influencers that you should be following and are available for interview:

Jelena Fairweather aka @into.trends is a food and lifestyle influencer with a following of over 20,000. You might recognise from her appearance in Masterchef in 2019. She posts all sorts of content around healthy food recipes and fancy cocktails.

Jordan Thomas, @jordannjthomas on Instagram, is a former world karate champion documenting his journey to compete at the 2024 Olympic Games in Paris as he transitions to taekwondo. His content broaches topics such as mental health and overcoming challenges.

If you are looking for home renovating or deco advice, Lorah-Kate Allen – @sheffieldsemi1930s  – is a home stylist that caters to all budgets posting about everything from cosy beddings to what tiles to decorate your kitchen with.

Alex Payne CEO and co-founder of Room Unlocked, comments:

“The overarching message around ‘de-influencing’ is ultimately a positive one – which is to pause and think more deeply about how and where consumers spend their money. This is extremely important particularly amidst a cost-of-living crisis where consumers are being more cautious with their spending and can’t afford falling into the trap of impulse purchases. In terms of sustainability, it’s also far better for the environment to buy less and use it more.

“This trend is also a step in the right direction for the influencer marketing industry as a whole as it inspires authenticity in the space. In a national study, Room Unlocked found that 37% of Brits say they identify more with influencers who post with a social cause at the heart of their content, meaning we are entering an age where consumers are prioritising genuine content above all else. Influencers who are looking to make quick money will start to see diminishing returns, giving rise to authentic brand ambassadors that truly believe in the brand and the products that they are promoting.”