De-influencing might save money, but not TikTok’s consumerist culture

Every comment section on TikTok is flooded with the same questions: “Where are your pants from?” “What is that blush called?” “How can I buy that necklace?” Creators might respond with a brand name, tell them that everything is linked in their Amazon storefront, or not respond at all—in which case they are bombarded with accusatory complaints of gatekeeping. Over 100,000 TikTok influencers worldwide casually advertise product after product on the app. TikTok has become a massive breeding ground for overconsumption even more so than social media platforms that more directly sell products, such as Pinterest with its post-disguised advertisements and shopping lists.

In its short eight-year lifespan, TikTok has transformed the face of marketing in a horrifying way. A simple “get ready with me” video sells out one specific product in nearly every Sephora in the nation, a fashion video sends TikTok users into an online shopping frenzy. While some videos on the app might have #sponsored or #ad in the caption that allude to the creator’s compensation, many influencers encourage their viewers to purchase products even if it isn’t a direct sponsorship—these are the majority of the videos that successfully market products to millions of users.

Enter “de-influencing,” the recently coined term for videos that encourage users not to buy certain products. On a social media platform where content is so frequently produced with the intention of selling something to the viewer, these videos so blatantly juxtapose what has become the norm on TikTok. Creators list items that are overhyped and explain why they are not worth purchasing. From makeup favorites to kitchenware to clothing items, creators candidly and authentically review products in a negative light that contradicts their often incredible reputations online. This trend, with 521.7 million views under #deinfluencing, has brought a breath of fresh air to TikTok. TikTok users, for the first time, are encouraged to skip a purchase and save their money.

As a concept, de-influencing sounds great. But in practice, it often isn’t as successful at curbing overconsumption as it may seem at first glance. Many videos, rather than telling viewers not to buy something altogether, suggest alternative, cheaper, “dupes” for popular items. While they help viewers to save their money, these types of videos contribute to the consumerist culture of TikTok in the same way as videos that rave about the newest concealer that will change users’ lives. Dupes that are advertised in these types of videos are often less sustainable than the original version, and products with significantly lower price tags than others of their type are likely made unethically in terms of human labor and the environment.

No matter how many influencing or de-influencing videos you see, it is always more sustainable to use the products you already own. Using what you have rather than buying something new—dupe or not—is the best option.