Deinfluencing: A Tiktok trend we can get behind - Raiz Invest

These days, curating an aesthetic life is a never-ending pursuit often contributing to overconsumption – not to mention the financial implications of keeping up with increasingly fleeting trends. As Raiz users, I’m going to assume you are in the pursuit of a financially stable future and are therefore not keen on frittering your savings away on whatever discount codes cross your screens.

It comes as no surprise that social media influencers, as the name suggests, have significant sway over our spending habits. In fact, 49%* of consumers depend on influencer recommendations. This leads us to buy some pretty random stuff. 86%** of sponsored posts on Instagram are contributed by female influencers, leading women to be disproportionately targeted by every “viral product”, “budget-friendly dupe” or “must-have” seasonal item more than men.

“Deinfluencing” is a new trend sweeping Tiktok with #deinfluencing amassing over 162.2 million views since the term was coined. Essentially, creators are calling out the products, trends, and expenses you shouldn’t waste your time and money on. As pioneering Tiktok de-influencer @michelleskidelsky puts it – “the sh*t you don’t need”.

After extensive scrolling, here are the top categories of influencer-pushed products you could reconsider investing in:

 

Savings start in the home(wears)

• Extravagant appliances – Would you be comfortable looking someone in the eye and explaining how a $220 kettle boils water better than one that costs $50? Even if you are in the tax bracket to colour-coordinate your appliances seasonally, that may not be the best use of your savings.
• Bedside carafes – You know those fancy glass water vessels with a matching cup that sits upside down on top? You know what would be more convenient than that when you’re thirsty in the middle of the night? Literally anything. Don’t buy these.
• Super trendy furniture – Before you run out for that faux sheepskin armchair or a travertine side table, consider how annoying it’s going to be to swap those items out when they’re off-trend next year. Invest in timeless pieces that will last you years, not months!

Dishonourable mentions: High-end stationery & desk clutter, excessive hoarding of fancy ice cube trays and buying containers for things already in containers.

 

Beauty & self-care money-pits

• Expensive body wash – There is no reason to be spending more than $10 on body wash, there are plenty of cheaper options that will be friendly to your skin and your bank balance.
• Buying every new makeup product that comes out – Unless what you’re currently using and enjoying runs out, do not buy more you don’t need! Already have a lip scrub? Your lips probably don’t need to experience every other flavour or scent available.
• Perfume collections – Did you know perfume (commonly one of the more expensive items in your bathroom cabinet) expires? Finding a signature scent that you stick with and replace as needed will avoid wastage in more ways than one.
• Skincare fridges – If any of your skin care products require refrigeration you’ll most likely find quite a roomy option in your kitchen. Sure it’s cute, but you don’t need this occupying valuable power socket space in your bathroom.
• Extensive & expensive skincare routines – As Michelle points out, no doctor or dermatologist is going to send you out for the most expensive trending skincare company on the scene that week. Instead opt for simple, inexpensive products with gentle ingredients. No cleaner should be setting you back $80+.
• The ‘Influencer headband’ – If you’ve recently been exposed to the beauty side of Tiktok, you’ll most likely be familiar with the huge, puffy headbands influencers are wearing as they film their GRWM videos. By the time this blog is posted (or let’s be honest, by the time I finish typing this sentence) this micro-trend will already be on its way out.

Dishonourable mentions: Brand name Beauty Blenders, trying every ‘dupe’ that comes your way, and buying heatless curl sets (use leggings/socks/dressing gown cords instead).

 

Fashion finance flops

• Expensive pyjamas – Though they may be cute, and your friends got them for Christmas, clothes you spend the majority of the time unconscious in should be comfortable, not pricey.
• ‘Those’ Uggs – You don’t need them. When an item hits hyper-trend status by being seen on the feet of Bella Hadid and Hayley Bieber it’s only a matter of time before it burns out, not to mention they’re really
• Multiple loungewear sets – This one will depend on your lifestyle but it’s safe to say luxurious loungewear sets peaked during lockdowns. As more of us move back into office environments, reevaluate whether spending 3 figures on glorified pyjamas is the best thing for your bank balance.
• Designer tote bags – One particular trending tote bag is currently being sold online for upwards of $435. Nobody needs a $435 tote bag. To add insult to injury, in the pursuit of making these basic bags appear ‘elevated’ they often turn out ugly AF.

Dishonourable mentions: Excessive amounts of activewear sets, overpriced shapewear and claw clip collections.

 

Bougee book spending

• Gratitude journals – Bought with the best intentions, too often these (mostly) blank books repeat the same 5-6 writing prompts on every page. There’s nothing stopping you from writing these same prompts in a journal you already own.
• Cookbooks – Let’s be honest, when was the last time you cracked a cookbook open instead of just Googling a pesto recipe? You do not need to buy these.
• Coffee table books – Nobody reads these and you need to move them every time you have dinner in front of the TV. I’m sorry to be the one to say: those knock-off dupes aren’t impressing anyone, save your pennies.

Honourable mentions: Those books collecting dust on your bedside table that you haven’t read yet! Read these before being influenced by Reece Witherspoon’s reviews or book-tok. Also, libraries are still a thing.

 

And finally, some things should be influenced by a doctor, not socials;

• Gut health issues
• Detoxes
• Greens powders and supplements
• Parasite cleanses 🥴

 

* The Digital Marketing Institute, 19/10/21.

** Influencer Marketing Hub, 13/10/22

 

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