We’ve all heard of influencers… those inspiring content creators who recommend what to buy, where to go, and how to “live your best life”. But have you ever come across the term de-influencing? It’s not exactly new, but it has become a trending hashtag on TikTok, signalling a cultural shift… and a change in who holds the power. At its core, de-influencing is about doing the opposite of selling. It's people with decent followings using their platforms to call out overhyped products or share honest reviews.

Whether it’s a disappointing hotel, a £150 face cream that did nothing, or a calling-out of brands who “must do better”, de-influencers are getting louder. And their followers? They’re lapping it up. This presents a new kind of challenge for brands. Because when influence works in reverse… when someone with reach says don’t buy… what happens next? How do brands keep control of the narrative when they’re suddenly in the firing line?

Before I suggest any solutions, it’s worth stepping back and asking: why now? Why are people suddenly pushing back against polished recommendations and glossy ads? Turns out, there are a few big reasons behind this fascinating shift. And they go beyond a viral TikTok trend.

We’re burnt out on content.

First up, content fatigue. If you’re fed up with seeing influencers pose with their perfect outfits in fancy places, you’re not alone. Plenty of us are tired of watching the same cool kids strut around Copenhagen or Tokyo, wearing “gifted” clothing that we’re constantly trying to emulate at great expense. It’s no wonder we’re starting to reject the influence… and seek out something more honest.

And what about all the lotions and potions, promising we’ll look younger? Perfect lighting, flawless skin, trending tracks. It's like being on a spinning fairground ride that you can't get off. Throw in all the AI-generated content, and it's understandably overwhelming. We’re craving content that feels real because everything else feels fake.

Trust is wearing thin, and it’s easy to see why.

The influencer space is highly competitive and overcrowded. There are creators for every damn niche, every product and every price point – and it’s out of reach for most of us.

On top of endless #gifted posts and discount codes, it's no wonder trust is wearing thin. We’ve all seen the same “life-changing” face cream promoted by six different creators in the same week. It creates a sense of déjà vu, and over time, it erodes credibility. We get it. Everyone’s got bills to pay. But audiences aren’t stupid. We can spot a paid ad a mile off, and it’s becoming increasingly difficult to tell who actually believes in what they’re selling.

The result? People are tuning out. We're no longer buying into polished pitches. We're instead looking for creators who’ll tell it like it is. And de-influencers are stepping in to fill that gap.

Money’s too tight to mention.

We can't ignore the economic backdrop. In a cost-of-living crisis, spending £500 on a trending trench coat or £80 on a viral serum feels, frankly, a bit daft. Many consumers are reassessing what they spend on – not just because they want to, but because they have to.

De-influencing hits differently because it respects the reality most of us are living in. It’s not about shaming spending… It’s about making people feel okay for not buying. For saying, “This didn’t work for me”, or “Save your money and don’t bother”. When there’s a constant pressure to consume, that kind of honesty feels radical as well as refreshing.

Audiences aren’t just watching… they’re questioning.

The audience itself has changed. Consumers have become creators. We dig into reviews. We cross-check claims. We swap notes in comment threads. We’re no longer passive scrollers; we’re participants. And we’re tuning in to voices that feel human, not aspirational BS.

Social media has evolved into a space where scepticism is healthy, and critical thinking is rewarded. It’s not just that we want honesty. We expect it. Anything less feels a bit blah.

Values matter now. People expect better.

Let’s not forget — audiences are more savvy than ever. We’re not just buying stuff; we’re questioning where it came from, how it was made, and what impact it has on the planet. The days of impulse-buying without thinking are over for many.

People are fussy now. They want to know a product’s carbon footprint and whether it’s cruelty-free. Who made it, and under what conditions? Fast fashion hauls and shady supply chains don’t get a free pass anymore, especially when creators are pushing them on repeat.

On the positive side, this shift in mindset is pushing brands to do better. But it’s also fuelling the rise of de-influencing. Because when something doesn’t align with our values, we don’t just ignore it… We call it out. And we expect the people we follow to do the same.

De-influencers aren’t just rejecting bad products… they’re rejecting bad practices.

So, what does all this mean?

De-influencing isn’t just a trend. It’s a reflection of where we are: culturally, socially, and economically. It shows that audiences are smart, more selective, and, frankly, fed up with being sold to 24/7.

We’re burnt out on endless content. We’ve stopped blindly trusting influencer recommendations. We’re watching our wallets. We’re asking harder questions. And we want creators (and brands) to meet us where we are… with honesty, transparency, and values that actually mean something.

This new era presents a challenge, yes. But it also creates opportunity. The brands that will thrive aren’t the loudest. They’re the ones who listen and respond with care. And who build trust instead of trying to buy it.

Because here’s the truth: people don’t want to be influenced. They want to be understood and feel part of something meaningful. Isn’t that something to celebrate?

And that’s precisely why I’ve stepped forward as the face behind Creative Boom. I’m adding my own voice: proper Northern wit and laidback charm. No polish or nonsense. Just honesty. And so far? People are loving it. “Refreshing content” seems to be the feedback I keep getting. It’s proof that showing up as your authentic self (groan) is quite the power move.

Brands are loving it, too. Those who understand that we’re in a new era of marketing. The kind where people want real stories, not the usual crap. James Cropper, Brompton, VolksHotel in Amsterdam, Paradiso Festival... they get it. They see the value in content that’s honest, personality-led, and rooted in community.

Honestly, I don’t see anyone else in the creative media space doing quite the same thing. But then again, we’ve always had community at our heart. This feels like a natural next step. And the start of something really special.