Deinfluencing trend started in January 2023 on TikTok, and aims to challenge overconsumption norms. However, deinfluencing has received a variety of definitions as trend and term, which has led to misunderstanding or misuse of the term. This research is examining 28 TikTok videos with the deinfluencing hashtag from January 2023 to March 2024, as well as 34,180 comments left on these videos. The videos have been selected using purposive sampling, and are analyzed using Critical Visual Methodology (Rose, 2023). The comments are analyzed using qualitative text analysis. Due to the unclear definitions, the paradox of sustainable trend on a global capitalist platform as well as  algorithmic and influencer imaginaries, the trend has turned into a self feeding deinfluencing-influencing loop, where the trend is losing its sustainability ethos. In conclusion, the influencers and audience are seen to be caught too deeply in this loop, that this research does not see any significant changes towards more sustainable adaptation of the term to be in the future of the trend.