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The Rise of De-influencers

A de-influencer tells followers what not to buy. The practice started on TikTok, where the hashtag #deinfluencing has over 300 million views. The idea is to counter overhyped product recommendations and encourage a mindful approach to shopping.

It is prominent in the fashion and beauty verticals as a response to heavy photo editing and aggressive sponsorships, although it’s spreading to tech and gaming.

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