“De-influencing,” trending on TikTok since January, amounts to a backlash against overconsumption caused by social media influencers. Whether it’s bad for the influencer community is up for debate.
The hashtag has amassed nearly 221 million TikTok views.
According to The Wall Street Journal, the “de-influencing” term “is being popularized in videos by people whose experience runs the gamut: disappointed consumers, savvy beauty bloggers, doctors dispelling skin-care myths and former retail employees dishing on which products they saw returned most often.”
