Do you remember a few years back when influencer marketing was at its peak? Every scroll felt like a shopping list - this serum, that gadget, the “must-have” product of the month. We believed it, we tried it, and many of us learned the hard way, not everything online lives up to the hype.

That’s when something interesting happened. People started pushing back. Instead of “influencing,” creators began de-influencing. They told us which products weren’t worth the money, which trends were overrated, and which brands were just selling a dream.

And audiences loved it. Why? Because it felt real.

De-influencing isn’t just about calling out bad products. It’s about honesty, transparency, and creating space for mindful choices. In a world where everything looks picture-perfect, people are craving content that feels unfiltered, human, and trustworthy.

It’s less “Here’s the perfect thing you need” and more “Here’s my real experience - take what works for you.”

Why Your Brand Should Care?

Here’s the truth: people are smarter now. They can sniff out over-produced ads in seconds. Gen Z especially doesn’t buy into polished perfection; they want to see the messy side, the honest side, the human side.

Think about it:

Which would connect more - a glossy product video or a quick behind-the-scenes clip of your team laughing while packing orders?

A scripted testimonial or a customer’s shaky, self-shot review saying, “I didn’t expect to love this as much as I do”?

Exactly, Raw and real wins.

What “Raw and Real” look like?

- Sharing bloopers or fails along with the wins.

- Posting unfiltered behind-the-scenes of your process.

- Letting real customers and employees tell their stories in their own words

- Skipping heavy editing and speaking directly to your audience, like you would to a friend

The Payoff

When you show up this way, something magical happens:

- People trust you more.

- They engage because it feels like a conversation, not a campaign.

- Your brand stops blending in with the noise and starts standing out as authentic.

Final conclusion 

De-influencing isn’t the death of influencing - it’s just the upgrade. The shiny façade is out. Realness is in.

So, if your brand wants to win on social media today, forget about perfect lighting and over-polished scripts. Show us who you really are. That’s the kind of influence people believe in.