The Impact of De-Influencing Trends on Micro-Creators

If you’ve been scrolling through TikTok or Instagram recently, you might have come across the buzzworthy concept of “de-influencing.” This trend flips the script on traditional influencer culture – instead of hyping the latest must-buy products, creators are urging followers not to buy certain items or to be more critical consumers. In a nutshell, de-influencing is all about anti-hauls and honest takes, and it’s catching fire across social platforms. This casual yet informative deep dive will explore what de-influencing is, why it’s trending, and how it’s reshaping influencer marketing – especially for micro influencers on TikTok, Instagram, YouTube, and beyond. We’ll look at opportunities and risks for micro-creators, which content niches are most affected (from beauty and fashion to lifestyle and tech), real examples from 2023–2025, and tips on how micro influencers can adapt to ride this wave of authenticity.

What Is De-Influencing and Why Is It Trending?

De-influencing is a social media trend (born on TikTok) that encourages people not to buy hyped products, to be critical of advertising claims, and to resist excessive consumption. In these de-influencing videos, creators openly discuss product flaws or why you don’t really need that viral gadget or $50 lipstick. This is basically the opposite of the usual influencer “haul” or recommendation post – it’s more like, “Let me de-influence you from buying this.” The movement took off in early 2023 and quickly gained momentum. By mid-2023 the TikTok hashtag #deinfluencing had nearly 730 million views, and as of January 2024 it skyrocketed to around 1.3 billion views on TikTok. Clearly, a lot of people are resonating with this anti-consumerist vibe.

So, why is de-influencing trending so hard? A few big reasons stand out:

• Audience Fatigue with Ads & Hype

Social media users have grown weary of the constant barrage of sponsored posts and overhyped product claims. Over the years, influencer marketing became a $16+ billion industry, but with that came saturation and sometimes disingenuous promotions. Many influencers promoted products they didn’t truly believe in, eroding trust. In fact, one survey found only 12% of people would buy a product an influencer endorses, and 42% of those who did buy ended up regretting it. Ouch. Consumers are craving more honesty and authenticity online – they’re over the fake enthusiasm and #ad overload.

• Desire for Authenticity

The de-influencing trend is a direct response to this trust gap. Audiences are seeking more real, unfiltered opinions and relatable voices. This desire for authenticity has given rise not only to de-influencing, but also to the popularity of micro-influencers who tend to keep it more real with their tight-knit communities. Rather than the glossy, “perfect” influencer image, people are gravitating towards creators who admit a product isn’t worth the money or that a viral trend is overhyped. Honesty is refreshing, and it stands out in a sea of sponsored content.

• Shift in Values – Mindfulness & Sustainability

De-influencing also taps into a broader cultural shift toward minimalism, sustainability, and mindful consumption. Especially among Gen Z and young consumers, there’s growing concern about overconsumption and its environmental impact. Traditional influencer culture has often fueled “TikTok made me buy it” shopping sprees and fast-fashion hauls, contributing to waste. Deinfluencers, by contrast, champion being content with what you have, buying less, and thinking twice before clicking “add to cart.” They highlight things like reusing and repairing items, and call out products that are unnecessarily extravagant or environmentally unfriendly. This values-based angle makes the movement even more compelling. It’s not just about saving money – it’s about pushing back on a culture of excess.

Finally, it’s worth noting the origin story often cited for the de-influencing boom: MascaraGate. In January 2023, beauty influencer Mikayla Nogueira (definitely not a micro-creator – she’s huge) posted a sponsored TikTok reviewing a new L’Oreal mascara, with dramatic before-and-after shots. Viewers accused her of secretly wearing false lashes to exaggerate the results. The incident went viral as a prime example of misleading influencer content. It sparked outrage and emboldened many users and creators to start “debunking” influencer hype and calling out products that weren’t as good as claimed. Essentially, MascaraGate threw gasoline on the nascent de-influencing fire. Pretty soon, “Let me deinfluence you” videos started replacing the usual “TikTok made me buy it” posts. It became cool to be the influencer who tells you what not to buy.

Shifting the Influencer Marketing Landscape

The rise of de-influencing is shaking up the entire influencer marketing landscape. For years, the formula was straightforward: brands paid influencers (especially big ones) to rave about their products, and followers often responded by opening their wallets. This approach isn’t completely dead – but it’s certainly being rethought. Here’s how the landscape is shifting:

1. From Instant Sales to Long-Term Trust

Brands are realizing that an endless stream of #sponsored posts might actually hurt their credibility in the long run. With consumers growing skeptical, there’s a new emphasis on trust and authenticity over instant sales. Interestingly, this de-influencing movement isn’t necessarily bad news for brands. If a campaign’s goal is to build credibility rather than push a quick sale, de-influencing can help in the long term. By collaborating with more genuine voices who sometimes say “not this product,” a brand can gain higher-quality customers who appreciate the honesty. In fact, 83% of brands in one survey said working with influencers who prioritize credibility (even if it means not blindly promoting everything) pays off with more loyal, valuable customers. The takeaway: a bit of candid criticism can make your endorsements more believable.

2. Influencers Adapting Their Content

On the creator side, many influencers are tweaking how they operate. Those who built a following on constant product promos are realizing they must address audience skepticism. Some larger influencers have started mixing in more critical reviews or “things I wouldn’t buy again” videos to maintain trust with followers. For example, a makeup artist with 200K+ TikTok followers, Dara Levitan, began her product review videos with a disclaimer telling viewers not to feel pressured to buy stuff – urging them not to live beyond their means just to keep up with every new launch. She basically said: don’t let anyone (including me) push you into spending money. This kind of transparency was virtually unheard of a few years ago in influencer land! Creators now see that always gushing over products can make them seem untrustworthy. To stay relatable, they have to keep it real and sometimes say “meh, you can skip this one” – even if it’s an ad. Influencers who adapt by being more selective and authentic are finding that their audience engagement actually improves when they aren’t just salesy 24/7.

3. Rise of Relatable Voices (Micro & Nano Influencers)

Another big shift is that brands and audiences are gravitating toward smaller creators. Instead of shelling out a fortune for a celebrity or mega-influencer who might have a lukewarm, generic endorsement, many brands now prefer partnering with micro or even nano influencers who have a reputation for honesty. These creators, often with a few thousand to tens of thousands of followers, typically have closer relationships with their audience. They come off as genuine peers rather than distant celebs, which means their word carries weight. As one marketing report put it, “Micro-influencers and content creators with a track record of honest reviews are more valuable than mega-influencers with questionable credibility.” Brands have caught on that a smaller influencer who truly trusts and uses a product can drive more meaningful engagement than a big name who promotes everything under the sun. In the de-influencing era, micro influencers are emerging as the real MVPs of influencer marketing. (More on their specific role in the next section!)

Figure: Traditional influencer marketing cycle vs. the new de-influencing cycle. In the old model (left), influencers hype products, followers buy into the buzz, experience short-term satisfaction (or regret), and the cycle repeats with the next trend. In the de-influencing model (right), influencers share honest reviews (often warning against over-hyped buys), followers think twice and make mindful choices, the audience saves money and gains trust in the creator, and a more loyal community forms.

As the graphic above illustrates, the cycle of influence is undergoing a healthy change. Instead of a perpetual loop of hype leading to overconsumption, we’re moving toward a loop of authenticity leading to trust and smarter consumption. In the traditional cycle, an influencer’s job was to keep the promotional bandwagon rolling from one trendy product to the next. In the de-influencing cycle, the creator’s role is more like a knowledgeable friend looking out for you – which, in turn, makes followers more loyal and engaged. It’s a positive feedback loop: honesty yields trust, which yields stronger influence (when you do recommend something, people know it’s legit). This shift is redefining what influencer marketing means: it’s less about selling a lifestyle and more about curating a better lifestyle for your audience.

The Impact on Micro Influencers: Opportunities and Risks

Now let’s zoom in on the micro influencers – typically creators with roughly 10,000 to 100,000 followers who operate in niche communities. These micro creators are at the heart of the de-influencing discussion, because in many ways, they’re built for authenticity. By definition, micro influencers have a smaller audience, but often a highly engaged one. They tend to develop tight-knit relationships with followers and can have significant sway over their followers’ purchase decisions due to that personal connection. So how is this de-influencing trend affecting them specifically? Let’s break down the opportunities and risks for micro influencers in this new landscape:

• Rising Trust and Credibility

This is arguably the moment for micro influencers to shine. Audiences are increasingly looking to relatable, “everyday” creators for honest opinions – and micro influencers fit that bill perfectly. Unlike a celebrity influencer who might feel distant or overly polished, a micro creator comes across as a friend who will shoot straight. In fact, studies show that people are more likely to trust content from micro influencers or “real” users than from mega-influencers. One survey found micro and nano influencers’ recommendations boosted consumer trust significantly – micro-influencers have about 60% higher trust levels and even a 20% higher conversion rate when compared to macro influencers. That’s huge. Brands have noticed that trust factor: 77% of brands surveyed said they now want to work with micro-influencers over bigger names. For micro creators who have always kept it real with their audience, the de-influencing trend validates their approach and amplifies their value in the marketing world.

• Higher Engagement Rates

Hand-in-hand with trust comes engagement. Micro influencers were already known to have higher average engagement (likes, comments, shares) than their macro counterparts, and this gap has grown in recent years. As authenticity becomes a premium, followers are interacting even more with content that feels genuine. Data from Instagram, for example, showed micro influencers roughly doubled their engagement rates from about ~6% a couple years ago to ~12% in 2024. They far outpace macro influencers, who might see ~2–3% engagement on a good day. The chart below illustrates this trend in engagement before vs. after the de-influencing movement gained traction:

As shown above, micro influencers were always engagement champs, but now their community interaction is even stronger. More comments and conversations happen when a creator posts an honest review or a “don’t buy this” video – followers chime in with their own experiences or gratitude for the candor. This uptick in engagement not only feels good (who doesn’t love enthusiastic followers!) but also makes micro influencers more attractive to brands looking for real reach. A engaged niche audience can be more valuable than a massive but passive one.

• Authenticity as a Selling Point

In the past, a micro influencer might have worried that not having a million followers was a disadvantage. But in 2025, brands and audiences alike celebrate the authenticity of smaller creators. Micro influencers are seen as more down-to-earth, more in touch with their followers, and less likely to be pushing products they don’t actually use. This authenticity is a key selling point that micro creators can leverage. They can proudly say, “I keep it real with my audience,” which is exactly what brands want in the de-influencing era. The fact that a micro influencer might occasionally tell followers “skip this product” makes their other recommendations way more convincing. Paradoxically, being willing to not sell something makes you a better seller when it counts.

• Closer Community & Niche Opportunities

Many micro influencers operate in specific niches – whether it’s cruelty-free skincare, budget fashion, vegan cooking, you name it. De-influencing plays especially well in niches where trust and expertise are paramount. A micro creator who has consistently given honest reviews in their niche can become the go-to voice for followers seeking guidance. For example, a micro beauty guru who isn’t afraid to say a popular mascara is overrated will gain a reputation as an honest expert, attracting more followers who appreciate her discernment. This opens up opportunities to partner with brands that align with her values (like an affordable indie makeup line rather than a hyped expensive brand). In short, micro influencers can deepen their community bonds through de-influencing, positioning themselves as authentic thought leaders in their corner of the internet.

Risks and Challenges

It’s not all sunshine and rainbows; micro influencers do face some risks in the de-influencing trend that they need to navigate carefully:

• Walking the Fine Line (Honesty vs. Negativity): While audiences appreciate honesty, no one likes an always-negative naysayer either. Micro influencers have to balance de-influencing content with a positive vibe. If every post a creator makes is tearing down products or comes off as preachy (“you’re dumb if you buy X”), followers could get turned off. The most successful deinfluencers tend to strike a constructive tone: why a product wasn’t worth it, or suggesting a better alternative, rather than just ranting. Micro creators should be mindful not to let a “de-influence” persona slip into cynicism. It’s about helping followers make better choices, not shaming them or constantly trashing brands.

• Strained Brand Relations: There’s no denying that openly discouraging purchases of certain products can burn bridges with those products’ brands. A micro influencer who, say, slams a particular skincare line as overhyped might not be seeing PR packages from that company anytime soon. For micro influencers who rely on a steady stream of brand collaborations to make a living, this is a concern. They have to be prepared that being outspoken might mean losing or forgoing some sponsorship deals. The flip side, as discussed, is they’ll attract other brands that appreciate authenticity – but the transition can be bumpy. It requires integrity and sometimes saying no to money. Micro creators should have a strategy: for example, only de-influence products/brands they truly have no future interest in working with, and be tactful (but honest) in their critiques to avoid any industry bad blood. It’s a tightrope: maintain credibility with your audience without torching every possible partnership. The savvy micro influencers are upfront with brands too, maybe saying, “My policy is to give pros and cons in reviews.” If a brand runs away from that, maybe it wasn’t a good fit to begin with.
  
• Pseudo-Authenticity Backlash: Ironically, as authenticity becomes a trend, there’s the risk of faking authenticity. Some influencers might hop on the de-influencing bandwagon just because it’s popular, not because they truly believe in it. If a micro influencer starts doing “don’t buy this” videos in a performative way (perhaps criticizing minor things just for clout, or worse – de-influencing one product only to secretly push another they’re affiliated with), audiences will smell the hypocrisy. The community can turn on an influencer if they suspect they’re being manipulated under the guise of honesty. The Conversation (a media outlet) pointed out a concern about “pseudo-authenticity,” where influencers appear to be authentic as just another marketing ploy. Micro influencers must guard against this. The lesson: only de-influence if you mean it. Authenticity isn’t a costume you put on; it has to be real, or you’ll lose the very trust you were trying to build.

In summary, micro influencers stand to gain a lot in the de-influencing era – increased trust, engagement, and a central role in a more authentic form of influencer marketing. But they also have to navigate new challenges, from keeping it genuinely real to managing brand relationships. The successful micro creators will be those who can harness the opportunities (high trust, strong community) while smartly mitigating the risks (burning out or drifting into fake authenticity). Done right, a micro influencer can significantly boost their profile and influence by being a voice of reason in a hyper-commercial social media world.

Categories Most Affected by De-Influencing

De-influencing might have started in beauty TikTok, but it has quickly spread across various lifestyle categories. Some types of products/content are seeing more de-influencing action than others. Here are a few popular categories feeling the impact of this trend:

• Beauty & Fashion: These were ground zero for the de-influencing movement. Beauty and fashion influencers were known for driving endless “haul” videos and convincing followers they needed the latest palette, lipstick, or fast-fashion haul. Now, those same verticals are flooded with the opposite style of content: “Makeup I wouldn’t buy again” or “Trends that aren’t worth it.” It makes sense – beauty/fashion had a huge boom in influencer marketing over the last few years (the beauty e-commerce market nearly quadrupled from 2019 to 2022, thanks in part to influencer pushes). With so many products and so much hype, there’s bound to be fatigue. 

De-influencers in makeup will candidly say “you don’t actually need every eyeshadow palette Urban Decay puts out” or call out clothing hauls for promoting overconsumption. We’ve even seen professional makeup artists join in, advising viewers to use up what they have before buying more. Beauty and fashion are also very tied to trends, which can be fleeting. Creators now critique micro-trends like “brownie glazed lips” or viral fast-fashion pieces, reminding followers that classic or sustainable choices might be better. Since these industries rely on convincing consumers that last season’s stuff is obsolete, de-influencing strikes at the core of their marketing – and it’s very impactful in these spaces. (Not to mention, beauty is where MascaraGate happened, which turbocharged the whole movement.)

• Lifestyle & Home Goods: This is a broad bucket, but think of all those viral TikTok lifestyle products – the aesthetic water bottles, the kitchen gadgets, the home organizing “must-haves,” etc. In 2022, for every trendy item (like the Stanley cup or color-changing fridge lights), there was an influencer post saying “OMG you need this.” Now, for each such trend, you’ll likely see de-influencing responses. Creators might say, “Don’t buy that $40 tumbler just because it’s viral – any water bottle will do,” or “Those pantry organizing bins everyone has? Cool, but you don’t need to spend hundreds to decant your cereal into matching containers.” Essentially, de-influencing in lifestyle is about cutting through FOMO purchases. 

• Tech & Gadgets: The tech world has long had reviewers, but now even in influencer spaces, we see de-influencing of gadgets. Tech is notorious for pricey new devices that get hyped to the moon. Many tech influencers (like the famous YouTuber Marques Brownlee, MKBHD) were already known for honest reviews – essentially deinfluencing before we called it that. Now more TikTok and IG creators join in by saying “Don’t rush to buy the latest smartphone or that smart fridge with a tablet in it – here’s why it might be unnecessary.” 

Overpromised features and overpriced gear are prime targets. We’ve also seen de-influencing around trendy tech like VR headsets, drones for casual users, or those “smart” home appliances that end up not-so-smart. Importantly, tech de-influencing often emphasizes waiting for reviews or not being an early adopter unless you really need to. Since a lot of tech marketing relies on creating a sense of urgency and novelty (“you must upgrade to this new model!”), de-influencers pump the brakes. They remind people that last year’s model is fine, or that a $30 gadget can do what a $100 gadget claims to. This trend in tech is making influencers more selective about what products they demo. Some tech creators have noted they’ve become pickier with sponsorships – only showcasing products they truly find useful – because they know their audience will call them out if something feels like just hype. In short, de-influencing is adding a healthy dose of skepticism to the tech influencer space, which is probably saving a few folks from buying that fourth pair of wireless earbuds they didn’t need.

• Health & Wellness: This category can be literally life-impacting, so de-influencing here is crucial. We all remember some questionable health product promotions by influencers (remember when certain celebrities promoted dubious detox teas and got backlash?). Consumers have become very wary of miracle weight-loss gimmicks or supplements pushed on social media. De-influencers in health/wellness aim to debunk unsafe or overhyped health trends. For example, Ozempic (a diabetes medication that became a fad weight-loss drug) has been a hot topic – wellness influencers have made explainer videos on its risks, effectively deinfluencing its off-label use. There are also fitness influencers telling you that you don’t actually need fancy powders or expensive boutique fitness gear to get in shape – basic exercise and nutrition will do. 

A notable example: influencers called out the Kardashians a few years back for promoting certain supplements and treatments without transparency, which primed audiences to appreciate more honest takes. Health de-influencing often involves educating the audience (e.g., “I’m not just saying don’t buy this waist trainer – I’m explaining why it’s ineffective and what to do instead”). This category is delicate because giving health advice carries responsibility; however, it’s encouraging to see many creators in the wellness space focusing on evidence-based tips and calling BS on products that are a waste of money or even dangerous. It’s helping consumers not get “influenced” into harmful decisions.

Of course, de-influencing content can pop up in pretty much any niche – from travel (e.g., “destinations that aren’t worth the hype”) to parenting (e.g., “baby products you can skip”). But the categories above are where it’s most visible and viral. These are areas traditionally fueled by influencer-driven buying frenzies, so the counter-movement is strongest here.

Case Studies and Examples (2023–2025)

To really paint the picture of de-influencing’s impact, let’s look at some real-world examples and milestones from the past couple of years:

• MascaraGate” and the Birth of Deinfluencing (2023)

View this post on Instagram

A post shared by Stack Influence (@stackinfluence)

We touched on this earlier – in January 2023, beauty influencer Mikayla Nogueira’s alleged use of fake lashes in a mascara ad sparked a massive controversy. This incident is often credited with kickstarting the viral spread of de-influencing. Viewers felt duped, and it ignited a broader conversation about trust in influencer recommendations. Almost immediately, TikTok saw a surge of videos with creators saying “OK, let’s be honest, that mascara isn’t that great, here’s what happened.” The hashtag #deinfluencing started trending shortly after. It was like a dam broke – suddenly people were openly pushing back on products that influencers previously hyped. By mid-February 2023, mainstream media and marketing folks were declaring “de-influencing” the hot new trend, as TikTok videos with that tag accumulated millions of views. Mikayla’s mascara drama proved to be the catalyst that made both creators and followers rally for more authenticity.

• TikTok Deinfluencing Boom – Numbers Don’t Lie

The growth of the movement on TikTok was staggering. As noted, TikTok videos tagged #deinfluencing amassed over 208 million views by Feb 2023, then snowballed to 730 million by July 2023, and kept climbing to 1.3+ billion by the start of 2024. This exponential growth within a year shows that deinfluencing wasn’t a one-off fad – it tapped into a real shift in consumer mindset. Every month, new “deinfluencing” formats emerged, from quick takes like “3 products not worth your money” to longer storytime rants about bad shopping decisions. By 2025, #deinfluencing is a well-established genre of content across TikTok, Instagram Reels, and YouTube. It even spawned spin-off hashtags like #antihaul (reviving the term popularized by YouTuber Kimberly Clark years ago) and #financialTikTok where creators focus on saving money instead of spending. The numbers also pushed brands to pay attention. When hundreds of millions of views are on content telling people not to buy stuff, that’s a wake-up call for marketers to engage differently.

• Dara Levitan’s “Makeup Monday” Disclaimer

Dara (@daralevitan) is a makeup content creator with around 200K followers – not exactly micro, but not an A-list celebrity influencer either. Her approach to adapting stands out as a case study. In late 2022, even before #deinfluencing was a buzzword, she sensed the rising skepticism and started adding a short speech at the start of her product review videos. She would essentially say: “Don’t feel pressured by me or anyone to buy all this new makeup. If what you have works for you, you don’t need to spend more just to keep up.” This little dose of real talk earned her a flood of positive comments from followers grateful for the acknowledgment. It was a simple thing, but it built trust. In later videos, Dara even did segments like “Makeup I would not buy again,” critiquing items she had tried and wasn’t impressed by. By proactively de-influencing some products, she made her positive reviews feel more credible. Dara’s case shows how creators mid-way between micro and macro are also influenced by this trend – they know authenticity is the only way to keep their community intact.

• Brands Responding & Adapting

There have been instances where brands directly responded to de-influencer criticism, and it’s fascinating to see. In one Glossy.co newsletter, an industry expert noted that some brands began engaging in comments of de-influencing posts to address issues. For example, if a creator said “I love this moisturizer’s effect but hate the packaging,” the brand might reply “Thanks for the feedback – we’re actually working on a new pump dispenser!” In some cases, brands even reformulated or repackaged products after repeated feedback from influencers and consumers. Rather than seeing de-influencing as a threat, smart brands treat it as a huge focus group. Another example is how major beauty retailers took note of return rates: one TikToker, Maddie Wells (@maddiebwells, ~300K followers), who worked in beauty retail, started a series highlighting the most returned products at her store – effectively de-influencing those items. 

Some brands whose products appeared on that “most returned” list either reached out for more info or doubled down on marketing to improve public perception. It’s a bit of a game now: brands are watching the de-influencing space closely, and those that adapt (through better quality, transparency, or engaging with feedback) can actually turn it to their advantage. After all, if a brand publicly shows they listen and improve, an influencer might later re-influence their followers by saying “hey, remember that product I complained about? The company fixed it and now it’s great!” We haven’t seen tons of that yet, but it could be on the horizon.

These examples collectively show a narrative: de-influencing started as a corrective to some egregious influencer fails, quickly became a widespread consumer movement, and has now integrated into how creators behave and how brands strategize. From micro influencers gaining fame for not selling, to brands evolving due to candid feedback, the 2023–2025 period has been transformative. It’s likely that case studies in the next few years will include things like college students on TikTok de-influencing textbook purchasing (lol) or travel influencers de-influencing over-touristed destinations – who knows! The core theme is clear though: authenticity and consumer mindfulness are here to stay.

How Micro-Creators Can Adapt and Thrive

For micro influencers wondering how to navigate this de-influencing era, the key is to lean into authenticity and transparency more than ever. Below are some practical tactics and strategy shifts – essentially a mini playbook – for micro-creators to succeed in the age of de-influencing:

• Keep It Real (and Stay Honest)

This might sound obvious, but it’s worth emphasizing. Authenticity has always been your strength as a micro influencer – now double down on it. Be brutally honest in your product reviews and recommendations. If something didn’t work for you, say so (politely). If you love something but it’s not a necessity, you can frame it as a treat rather than a must-have. Your followers will appreciate the nuance. Also, always disclose sponsorships and freebies – transparency builds trust. In short, maintain your integrity even if there’s pressure to be 100% positive. As one marketing agency put it, brands are now actively seeking creators who have “a track record of honest reviews” rather than those with just big follower counts. Your honesty is your superpower – don’t ever compromise it.

• Embrace De-Influencing Content – Genuinely

If you haven’t tried making a de-influencing style post, consider it. It could be a fun “Products I Regret Buying” video or an Instagram carousel of “hyped items that aren’t worth it.” These pieces can actually endear you to your audience by showing you’re not here just to sell to them; you’re on their side. However, do it genuinely. Only de-influence products or trends you truly feel are overhyped or unsuitable. The goal isn’t to be negative for clicks, it’s to provide value by saving your followers time or money. Done right, these posts can go viral and even attract new followers who are relieved to find a voice of reason. Mix such content into your schedule maybe once every few weeks. It will make your overall feed feel more balanced and authentic. Plus, when you later do rave about a product, people will know you don’t say that lightly.

• Focus on Value (Educate and Inform)

Shift your content mindset from “sell, sell, sell” to “serve the audience.” Think about what problems or questions your followers have, and create content that helps them, even if it doesn’t result in a purchase. This could mean more how-tos, tutorials, or comparisons (e.g., “drugstore vs. high-end makeup showdown” where sometimes the cheaper one wins). Share tips on getting the most out of products they already own. For example, if you’re a fashion micro-influencer, do videos on “3 new outfits from clothes you have in your closet” rather than always hauling new clothes. If you’re in tech, maybe “how to speed up your old laptop” instead of pushing a new one. By focusing on utility, you keep followers engaged and appreciative. They’ll see you as a trusted resource, not just an ad channel. And trust me, when people see you genuinely want to improve their life (not empty their wallet), they become extremely loyal. That loyalty is what will sustain your growth and, ironically, make your occasional product recommendations even more effective.

• Choose Partnerships Wisely

This is crucial. In this climate, who you partner with matters as much as how you partner. Be picky with brand deals – align with brands that you genuinely like, that fit your audience’s interests, and that have quality products. It’s much easier to promote something you believe in (and to gently critique it if needed) than to force enthusiasm for a brand that just waved a check at you. It might mean saying no to some money, but it pays off long-term in reputation. Also, communicate with brands upfront that your style is authentic and balanced. Many brands will be fine with that (some even explicitly want your honest take). The ones that demand an overly scripted positive review? – probably not the best partners in 2025. Another tip: favor long-term partnerships over one-off ads. If you work with a brand over months, you can build a story and trust around their product and integrate it naturally, rather than spamming a new product each week. You can even negotiate deals that allow you to be candid (e.g., “I’ll promote this skincare line, but I want to mention who it’s not for, so it’s credible”). Surprisingly, some brands are receptive to this because they know consumer savvy is at an all-time high.

By following these tactics, micro influencers can not only survive the de-influencing trend – they can thrive and lead the charge in creating a more transparent, authentic influencer culture. Remember, as a micro creator, you have something incredibly valuable: a close, trusted relationship with your audience. In this era, that trust is everything. Nurture it, and it will reward you with growth, loyalty, and yes, even monetization (the ethical kind). As the old marketing saying goes, “People buy from those they trust.” You’ve built that trust by being genuine, and de-influencing is really just an extension of that principle. Keep riding the wave of honesty, and you’ll do great in 2023, 2024, 2025 and beyond.

For brands looking to utilize micro influencers, look into influencer marketing platforms such as Stack Influence which provides an intuitive and streamlined approach to micro-influencer marketing, helping brands drive brand awareness, generate conversations, and spark word-of-mouth marketing.

Conclusion to The impact of de-influencing trends on micro-creators

In conclusion, the de-influencing trend has significantly impacted how creators and audiences behave, and micro influencers find themselves center stage in this authenticity revolution. De-influencing arose as a counter to influencer excess – championing honesty, conscious consumption, and trust over hype. It’s reshaping influencer marketing into something that, ironically, might be more effective long-term: content that values the audience’s well-being and wallet, thereby earning their loyalty. Micro influencers, with their intimate communities and credible voices, are harnessing this trend to enhance their influence (the honest kind) and deepen their engagement. Brands, too, are learning to value quality over quantity – better a small army of sincere micro advocates than a single deceptive mega-endorsement. From beauty gurus telling you which mascara not to buy, to tech reviewers saving you from wasting money on gizmos, de-influencing is leaving a mark across industries. And it’s not about negativity – it’s about a new balance in the creator economy. Sell less, care more, and ironically, you build something that was missing for a while: genuine trust.

For micro-creators, the message is clear: be real, be selective, be audience-first. That’s always been the recipe for good content; de-influencing just gave it a name and trendiness. As we move forward, one can only hope this push for authenticity endures. If the current trajectory is any indication, the future of influencer marketing could be far less about “influence” in the manipulative sense and much more about inspiring informed choices. And that’s a win-win for creators, followers, and brands alike in the long run. Welcome to the age of the authentic influencer – where sometimes the most influential thing you can say is: “You actually don’t need to buy that.”