Influencer Fatigue and Deinfluencing Hashtags Show Gen Z’s Ability to Sniff Out Inauthentic Content

 

If you’re growing weary of the constant bombardment of paid content and sponsored posts on social media, chances are you’re not alone. Market research firm GWI found that Gen Z’s engagement with influencers has fallen by 12% since 2020. And now, terms like influencer fatigue and deinfluencing are growing in popularity as consumers share their discontent with an inundation of influencer marketing.

In fact, deinfluencing has become a viral trend on video sharing platform TikTok. With millions of hashtags, this trend actually involves internet users listing out the products they regret purchasing. Some influencers themselves have even jumped on the bandwagon. And while influencer critique has been around for a while, it really exploded to industry-wide prominence last month when a popular beauty influencer was accused of wearing fake lashes while advertising a L’Oréal mascara.

It’s clear consumers are growing tired of the current standard for influencer brand partnerships. But will influencer fatigue and deinfluencing have any ramifications on the influencer marketing economy, which is currently worth over $16 billion? Anna Sullivan, founder and CEO of The Creative Exchange, which helps brands create meaningful content for social media, dissects influencer fatigue and gives retailers a more constructive way of viewing the resistance to this marketing trend.

Anna’s Thoughts:

“You may have recently heard the term deinfluencing, which is now its own trend on TikTok. After the last few years, I think consumers are getting very tired of influencer marketing and them just promoting products with a full script. So, deinfluencing is where regular users are debunking the myth or the truths that these influencers are sharing about products, and even telling you other brands or products that you should be purchasing instead. So influencer marketing isn’t dead, but consumers are just so much more aware of what they should listen to versus try out on their own.”

Follow us on social media for the latest updates in B2B!

Image

Latest

intelligent audio systems
Redefining Security: The Critical Role of Voice in Intelligent Audio Systems
April 1, 2025

In the world of security technology, vision has long taken precedence—cameras, analytics, and access control have dominated the conversation. But what if we’ve been underestimating our oldest, most human sense of communication: voice? The rise of intelligent audio in security systems marks a turning point in how we protect spaces and people, shifting from passive…

Read More
How PSA is Empowering Integrators to Navigate AI, Mobile Credentials, and Modern Business Challenges?
April 1, 2025

As the security integration industry contends with rapid technological advancement and increasing business complexity, many integrators are looking for the tools, training, and guidance to keep pace. At the center of this evolution is AI—transforming not just the products integrators deploy but also the way they operate their businesses. Meanwhile, the shift to mobile credentials…

Read More
facial recognition
Biometrics Beyond Security: A New Era for Facial Recognition
April 1, 2025

Facial recognition technology has long hovered on the fringe of mainstream adoption—promising futuristic solutions but often shackled by high costs, limited applications, and public skepticism. In 2024, however, a pivotal shift is underway. Thanks to advances in edge devices, reduced price points, and changing attitudes toward digital identity, biometric authentication—particularly facial recognition—is now finding a…

Read More
SIA RISE Community
How SIA RISE is Shaping the Industry Through Community and Intentional Growth?
April 1, 2025

The security industry is experiencing a quiet revolution—one led not by technology alone, but by a new wave of passionate young professionals. As legacy systems give way to modern, cloud-based platforms and mobile-first solutions, the need for fresh perspectives, diverse skill sets, and energized leadership is more pressing than ever. One organization at the forefront…

Read More