The rise of ‘de-influencing‘ on TikTok: Why some creators are telling you not to buy

For years, TikTok has been a powerful engine for consumerism. A viral video could send sales of a product soaring – the “TikTok Made Me Buy It” phenomenon. But a counter-movement is gaining traction: “de-influencing.”

De-influencing isn’t about rejecting consumerism altogether. Rather, it’s about creators warning their followers against purchasing hyped-up products, particularly those pushed by other influencers. They’re calling out overpriced items, poor quality goods, and suggesting alternatives, or encouraging peopel to use what they already have.

“It’s about being more mindful of your purchases,” says Ava Williams, a 22-year-old de-influencer with over 200,000 followers. “I want people to think critically about what they’re buying and whether they actually need it.”

The trend seems to be a reaction to the oversaturation of sponsored content and the pressure to constantly buy new things. Many viewers feel bombarded with ads disguised as authentic recommendations.De-influencing offers a refreshing dose of honesty, even if it means creators are potentially sacrificing affiliate income.

“People are tired of being sold to,” explains marketing analyst, Matt Klein. “They’re craving authenticity, and de-influencing taps into that desire.It’s a way for creators to build trust with their audience by being upfront about the downsides of certain products.”

The movement isn’t without its critics. Some argue that even “de-influencing” can be a form of influencing,as creators still hold sway over purchasing decisions.Others point out the irony of criticizing consumerism on a platform designed to drive consumption.

However, proponents say the intention is different. It’s not about telling people what to buy, but encouraging them to be more conscious consumers. And for many, that’s a welcome change of pace on TikTok.

COVID-19 No Longer a Top 10 Cause of Death in the U.S.

COVID-19 is no longer one of the top 10 causes of death in the U.S.

Early data on deaths in 2024, published by the Centers for Disease Control and Prevention, show that COVID dropped from the list for the first time since the start of the pandemic. It became the third leading cause of death in the U.S. in 2020, and remained among the leading causes until now.

“COVID is still in the top 15 leading causes of death, so it hasn’t disappeared,” says Farida Ahmad, a health scientist at the CDC’s national Centre for Health Statistics and lead author on the publication.

US Accidental Deaths Declined in 2023, but Remain Above Pre-Pandemic Levels

Accidental deaths in the United states decreased in 2023, marking the third year of decline. however, they still exceed pre-pandemic figures. Preliminary data from the national Center for Health Statistics reveals a 4% drop in accidental deaths compared to 2022.

While this decrease is encouraging,the numbers remain significantly higher than in 2019. Experts attribute the initial surge in accidental deaths to the COVID-19 pandemic, which disrupted routines and increased stress levels.This led to a rise in drug overdoses, car crashes, and other preventable incidents.

Drug overdoses continue to be the leading cause of accidental death, though rates have begun to stabilize. Unintentional injuries, including falls, motor vehicle accidents, and poisoning, also contribute significantly to the overall numbers.

Researchers are closely monitoring thes trends to understand the long-term impact of the pandemic and identify effective prevention strategies. Public health initiatives focusing on mental health support, substance abuse treatment, and traffic safety are crucial in reducing accidental deaths and protecting communities.

deaths last year were down 4% from the previous year, and it was the third consecutive year of that downward trend, Ahmad says.