We’ve entered the era where unfiltered is the new premium. Heavily edited photos, overly rehearsed scripts, and picture-perfect influencers are being replaced by raw storytelling,honest reviews, and “anti-haul” culture. Welcome to the deinfluencing movement — and a whole new playbook for brands.
What is Deinfluencing?
It’s a trend where creators tell you what NOT to buy, and challenge mindless consumerism. It’s a pushback against overselling and fake endorsements — and it’s resonating deeply with Gen Z audiences.
But This Isn’t Anti-Influencer. It’s Pro-Honesty.
People are still following influencers — but they now value transparency over aspiration. That “perfect” ad aesthetic is being replaced by face-to-camera rants, honest unboxings, and real-life messiness.
How Brands Can Keep It Real (Without Losing Their Edge):
- Work with creators who align with your brand values — not just follower counts.
- Encourage real reviews over scripted ones — let creators speak their truth.
- Lo-fi edits, BTS moments, bloopers? Post them. This is what builds trust.
- Say no to over-promising. Audiences are more loyal to brands that say, “Here’s what we do well — and here’s what we’re still working on.”
Case in Point:
Beauty brands that showcase skin texture instead of airbrushed finishes. Food brands showing unpolished kitchen setups instead of stylized sets. Travel brands admitting the pros and cons of a destination. This is the new realness.
Final Thought:
In 2025, authenticity isn’t a buzzword — it’s your strongest brand currency. The brands that win will be the ones that show up as they are, flaws and all.