For brands and influencers alike, 2024 was undeniably the year of authenticity. This shift in the influencer space was marked by creators embracing transparency like never before. Instead of polished, overly curated posts, we saw a wave of honest, unfiltered reviews about products and services they genuinely tried and tested—purchases made out of their own pockets, not just PR packages. And let’s face it, as consumers, we’ve all become pretty good at spotting when an endorsement feels forced or overly scripted. Authenticity builds trust, and in a world flooded with content, it’s the honest, relatable moments that truly resonate.
De-influencing also serves as a way for influencers to provide brands with honest reviews and constructive feedback on how they can improve. For example, take the case of influencer Golloria, who used the PR packages she received to advocate for more inclusivity in makeup shades. Her efforts paid off, as some of these brands went back to the drawing board and developed wider shade ranges to accommodate all customers.
How can influencers leverage de-influencing ⤵️
Authenticity as a Brand
De-influencing is all about being honest. It gives influencers a chance to share their opinions—what works, what doesn’t, and why. By curating content that feels raw, relatable, and transparent, influencers can stand out as genuine voices their audience can actually trust. In a world full of perfectly staged posts, authenticity is the ultimate differentiator.
Focus on Value-Driven Content
This is not about “not influencing”- but influencing smarter. Rather than feeling like you have to push out content for every new product, influencers can focus on sharing products which are more affordable, sustainable or simply brands they feel more connected to. Think of it as promoting with a purpose. Your audience still gets recommendations, but they feel more intentional and thoughtful—less about consumption, and more about value.
Partnering with Brands that Get It & Get You!
De-influencing is a golden opportunity to team up with brands that prioritize transparency and ethics. Audiences can spot a fake partnership a mile away, so collaborating with companies that align with your values feels not just natural, but meaningful. Ethical brands + authentic influencers? That’s a campaign people will actually pay attention to.
Community Engagement
One of the coolest things about de-influencing is how it encourages real talk. Ask your followers about their experiences with products, invite them to share their opinions, and spark genuine conversations. It’s a perfect way to build trust and engagement—because let’s be honest, people love a space where they can speak their minds.
De-influencing isn’t about tearing down influencer marketing—it’s about evolving it. It’s a shift toward transparency, ethical promotion, and building stronger, more meaningful connections with your audience. For influencers, this trend isn’t just a passing moment; it’s a way to stay relevant, credible, and true to yourself in a digital landscape that’s constantly changing and evolving.
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Written by: Gabrielle Telemaque
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