The anti-rec: reverse psychology & “don’t buy this” marketing

You might have noticed a new trend in social-first marketing strategies — we’re calling it “anti-recommendation marketing”, and it’s especially prevalent on short-form video platforms like TikTok.

Ads and paid content open with a bold statement like “DON’T BUY THIS”, or “If you already bought this, I feel bad for you”, followed by reasons that are actually selling points, like the product is on sale, works too well, or that the company is going under and liquidating stock and you’ll never be able to buy it again, even if that isn’t necessarily true.

The anti-rec is coming to our screens hot on the tails of the “de-influencing” trend, where influencers and content creators tell followers what overhyped products not to buy. Creators who make commission through channels like TikTok Shop leverage the success of de-influencing content to boost sales, and now the brands themselves are following suit.

Like we’ve noted previously, there’s a lot of competition in the scroll. It’s no surprise that creators and brands alike are looking for ways to cut through the noise and stand out. When does reverse psychology become a bait-and-switch dynamic that affects consumer trust? Does the hook overshadow the product? These are the sorts of questions that would make any brand think carefully about how they are deploying this technique to drive sales. We’re going to explore exactly how anti-rec marketing works, and how in the wild research can help you to determine how this method impacts actual behavior, not just engagement.

Pattern disruption or just plain annoying? 

Attention, persuasion, or trust?

It can feel like the anti-rec method demands that you pick only two. Take a peek at the comments section of basically any digital ad deploying this kind of marketing and you’re sure to see at least a few that resent the method. Even in the most successful utilization of anti-rec marketing, and any method in general, a level of push-back is more or less inevitable, and perhaps slightly higher with the anti-rec method.

When it comes to messaging in advertising, especially where reverse psychology is concerned, the line between winky and snarky can be thin. No one likes to feel condescended to. Telling consumers that to some degree, your product isn’t for everyone, feelings of alienation can and do happen. But when it’s done right, it can create viral moments (or anti-viral moments) that stick with consumers and actually build trust instead of compromising it.

While the anti-rec feels new, there’s still great examples of brands that have already nailed it. Take Patagonia’s stance against overconsumption, for example. In their “Don’t buy this jacket” campaign, they made waves for the right reasons, running ads that explained how they don’t want to sell people things they don’t need or won’t use for as long as it’s designed to be used. Even though it ran all the way back in 2011, it was deployed thoughtfully to meet the moment — during Black Friday.

It’s a great example of how to employ the anti-rec, because it’s not neglecting the target audience. It’s speaking directly to them, communicating brand values, thereby selling the consumer a powerful stance, something that their purchase is saying “no” to. Good anti-rec marketing shows that you’re not just trying to stand out amongst competitors, but rather, your voice is naturally subversive because of how authentic and grounded it is.

Targeting niche markets or pigeonholing? 

Another key part of successful anti-rec marketing comes from exercising strategic restraint.

If the name of the game is building long, lasting consumer relationships, trust has to be a priority. Leveraging anti-rec marketing is a great way to build it, but it’s high-risk, high-reward.   

When you test your ideas with in the wild research, you take out the risk. Bold our seemingly counterintuitive messaging might make sense for your brand, but you won’t know until you try it. White labeling and targeted research allows you to not only figure out exactly what about your version of the anti-rec is clicking with consumers, but to test concepts without reservations.