Friday, March 14

📊 Did you know?

YouTube Shorts average over 70 billion daily views.

(Hubspot, 2025)

🔖 The Rise of “Deinfluencing”

Today, I’m going to talk about a trend that EVERY marketer should be looking at.

It’s actually the opposite of what I’m usually sharing each week, it’s called “Deinfluencing”

or “How NOT to influence”

Let me explain why it’s critical for your marketing strategy.

Influencers sell products, no doubt about it.

→ 💡 63% of consumers trust influencer recommendations.

But now, 69% of U.S. social media users say they've reconsidered purchases due to deinfluencing content.

On TikTok, the trend Deinfluencing has

→ 2.5B+ views and 60K+ posts 🤯 

#itsrelevant

So what is “Deinfluencing” 👇

ℹ️ What is “Deinfluencing”

Deinfluencing is when influencers tell their audience what not to buy, pushing back against overhyped and unnecessary products.

Instead of promoting endless 'must-haves,' they focus on honest reviews and calling out bad purchases.

Audiences love it because they’re tired of fake hype and crave real, unbiased opinions.

But how did it start?

It all started with hashtag #MascaraGate.

In early 2023, beauty influencer Mikayla Nogueira faced backlash for allegedly wearing false lashes during a mascara review.

This incident sparked conversations about authenticity, leading to the rise of deinfluencing.​

✅ How Brands Are Using It

Many brands fear deinfluencing… What is worse than a bad review?!

But the smart brands are using it to their advantage.

Let me explain how:

1️⃣ Partnering with honest influencers

Brands that encourage balanced reviews show they have nothing to hide..

2️⃣ Turning controversy into opportunity

If competitors get called out, brands with superior products can shine.

3️⃣ Choosing relevant creators

Finding influencers who genuinely love the brand creates more trust.

4️⃣ Letting creators be authentic

The best influencer content doesn’t feel like an ad—it feels real.

At the core of every successful influencer strategy? Authenticity.

Your ad must not look like an ad. Your product must feel seamlessly integrated into creator content.

Partnerships must be consistent, and content must match the creator’s unique voice.

📈 So, who are the best “Deinfluencers”?

Most Deinfluencers are on TikTok and includes for ex.

• @kayli.boyle

• @overcoming_overspending

• @alyssastephanie

And more.

How to find the most authentic Influencers?

1. Identify Influencers within your audience

How? Check your brand’s followers manually or use ClickAnalytic’s auto-detection tool.

2. Identify Influencers who previously mentioned your brand

How? Search your tagged posts or use ClickAnalytic’s “Brand Mentions” filter.

There are more secret strategies to finding authentic influencers—ones that top marketers won’t share.

Want to unlock them?

Book a free strategy session with our team and learn how to build high-performing influencer campaigns.

🔔 Top Creator Stories

📸 Substack hits 5M+ paid subscribers, boosting independent creators.

🏗️ YouTube Shorts viewership up 25% YoY, making it a brand hotspot.

☑️ Meta launches ‘Edits,’ a new video app to rival TikTok.

📩  Facebook now pays creators for Stories, opening new revenue streams.

🏢 Four groups are bidding for TikTok, leaving its future uncertain.