As brands seek innovative and authentic ways to connect with their audience on social media, the ‘deinfluencing’ trend on TikTok has emerged as a powerful tactic, especially for beauty and fashion brands. Deinfluencing trend on TikTok: The hashtag #deinfluencing has generated over 686.6 million views. This trend leverages honesty and transparency, captivating a modern audience that values genuine recommendations over glamourized promotions. Here are 10 practical strategies to harness the power of deinfluencing in 2025.
How To Use Deinfluencing for Marketing
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1. Embrace Authentic Testimonials
TikTok's algorithm allows smaller creators to go viral, allowing brands to gain traction through authentic testimonials rather than polished ads.
How to Do It: Collaborate with micro-influencers to share their honest experiences with your beauty products, highlighting both strengths and weaknesses. This transparency fosters trust and credibility among potential customers.
2. Create ‘Truth Behind the Trends’ Series
71.2% of TikTok users have admitted to shopping for products they come across on their feed.
How to Do It: Develop content where influencers dissect popular beauty trends, explaining what works and what doesn’t. This helps users make informed decisions rather than following fads.
3. Highlight Ingredient Transparency
An estimated 11% of U.S. households have purchased via TikTok Shop.
How to Do It: Share the story behind the ingredients of your beauty products. Compare similar products side-by-side, explaining the benefits and potential downsides.
4. Promote Ethical and Sustainable Practices
TikTok's global ad revenue is projected to increase significantly, but the available data do not confirm specific figures for 2024, indicating its massive influence.
How to Do It: Use deinfluencing to showcase your brand's commitment to sustainability. Discuss the environmental impact of fast fashion and highlight how your brand offers eco-friendly alternatives.
5. Create Educational Content
With over one billion active users, TikTok's reach is vast.
How to Do It: Offer tutorials and informational videos that educate customers about identifying quality fashion pieces or the science behind skincare products. This positions your brand as a trusted expert in the field.
6. Address Over-Hyped Products
58% of users say they’ve used TikTok for shopping inspiration.
How To Do It: Authentically discuss why certain viral beauty or fashion products fail to meet expectations. This honest approach can differentiate your brand as one that values customer satisfaction over sales.
7. Leverage ‘Before and After’ Content
How to Do It: Use real-life testimonials showing before-and-after results from using your beauty products. This visual evidence can be more compelling than any marketing message.
8. Offer Alternatives
How to Do It: When deinfluencing a popular but flawed product, suggest your product as a better alternative. Explain the differences in quality, cost, and effectiveness.
9. Encourage User-Generated Content
How To Do It: Launch campaigns encouraging customers to share their honest reviews and experiences with your products using a branded hashtag.
10. Host Live Q&A Sessions
How to Do It: Hold live Q&A sessions where an expert from your brand answers audience questions in real-time. Use this opportunity to debunk myths and provide honest insights about your products.
