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!


Rugged Edge Computing
Rugged Edge Computing for Tough Environments Follows Shift Away from the Cloud
March 31, 2023

At ISC West 2023, Premio showcases how Rugged Edge Computing can easily stand up to the toughest industrial workloads in the harshest environments without missing a beat. Many trends are shaping the modern security market with a strong focus on rugged hardware such as smart sensors. There is a shift away from the cloud […]

Read More
DTC brands
DTC Brands Struggle to Adapt With 2023 Consumers: Brand Trust and Flexibility is Necessary
March 31, 2023

Selling directly to the consumer buying your products can be incredibly profitable for a business, so why don’t all businesses sell directly to consumers? The simple answer is that there are many risks and challenges that come with running a direct-to-consumer (DTC) business, and the risks do not always pay off. The success […]

Read More
Voice AI
Voice AI: Changing the Sound of Restaurants and Transforming the Ordering Experience
March 31, 2023

Takeout and delivery are as much the fabric of restaurants today as a room full of diners. During the pandemic, many restaurants may not have made it out the other side without takeout and delivery services. Still, staffing shortages are a significant issue for most restaurants after the pandemic. Finding the balance between handling orders […]

Read More