We all have heard about people on social media, particularly influencers, who promote consumerism. In other words, they encourage their followers to buy the latest trends, must-have products, and exclusive items, often creating a sense of urgency and FOMO (fear of missing out). However, starting in early 2023, influencers and everyday users began to oppose excessive consumerism and overhyped products. Now, people are starting to be aware of mindful buying and avoid impulse purchases. However, it does not mean anti-shopping.
De-influencing can hurt Halal businesses, but this only happens when they rely heavily on hype & overpromising without evidence. Not only that, choosing the wrong influencers can also have an impact. For instance, an influencer who is known for her makeup tutorials suddenly is reviewing shoe products. The audience will instantly know it is a paid partnership with a brand, and their content may be inauthentic.
What Is the De-Influencing TikTok Trend?
The de-influencing trend on TikTok is all about pushing back against unnecessary spending. Instead of promoting endless products, creators are encouraging people to think twice before buying, avoid wasteful purchases, and focus on real value. Many TikTok users are exposing overhyped products, calling out misleading promotions, and promoting smarter shopping habits.
For halal businesses, this trend brings both challenges and opportunities. Instead of depending on influencers to boost sales, brands should focus on building trust, offering real value, and staying true to ethical business practices. Since honesty, sustainability, and quality are key in Islamic business, this is a great time for halal brands to strengthen their relationships with customers.
Why the De-Influencing Trend Matters for Halal Entrepreneurs
Islamic business values already support ethical consumerism. Islam teaches moderation (wasatiyyah), warns against excessive waste (israf), and promotes honesty in trade. The de-influencing trend naturally fits these principles, giving halal businesses a unique opportunity to stand out.
Today’s consumers are becoming more careful with their spending. They want authentic, ethically sourced products from brands they trust. Businesses that fail to meet these expectations could lose credibility, while those that prioritize transparency and real customer relationships will succeed.
Strategies for Halal Businesses to Adapt
To succeed in the de-influencing era, halal businesses need to change how they market their products. Here’s how:
1) Focus on Honesty and Trust
People are tired of paid promotions. Instead of relying on influencers, halal businesses should highlight real customer reviews, user-generated content (UGC), and educational posts. Being open about product ingredients, halal certification, and ethical practices will build trust.
2) Promote Ethical and Halal Standards
Consumers want brands that reflect their values. Businesses should showcase their commitment to halal integrity, ethical sourcing, and sustainability. Sharing behind-the-scenes processes or community efforts can strengthen customer loyalty.
3) Engage with Your Community
Rather than using influencers who promote multiple brands, halal businesses should connect directly with their audience. Hosting Q&A sessions, webinars, and interactive social media campaigns can build strong customer relationships. Happy customers can become brand advocates without being paid influencers.
4) Focus on Long-Term Loyalty, Not Trends
Many brands chase viral marketing trends, but de-influencing shows that consumers are moving towards meaningful, well-thought-out purchases. Halal businesses should invest in content marketing, storytelling, and long-term engagement instead of quick sales tactics.
Consumers are now smart at doing research before buying anything. For halal businesses, the products must be genuinely halal-certified, ethically sourced, and meet high-quality standards. Cheap, low-quality items will struggle to survive in a deinfluencing-driven market. Not only that, businesses must also avoid doing marketing hype that exaggerates claims.
Conclusion
The deinfluencing trend is changing the way people shop, and it is not just a phase. Instead of fearing it, halal businesses can use it as an opportunity to focus on honesty, ethics, and real connections with customers.
By building trust and offering real value, halal brands won’t just survive—they’ll thrive in a world where people are more mindful of what they buy. The businesses that stay true to Islamic values while meeting modern consumer needs will come out on top. Marketing trends will keep changing, but brands that put customers first will always stand strong.
