We’ve noticed a new trend doing the rounds, so let’s talk ‘de-influencing’.
The coined term has gained some serious traction on TikTok with more than 100 million views. The term has been newly defined as an alternative response to trendy, often expensive, over-consumed products that are promoted by the top influencers. HubSpot have noted some of the niche markets that de-influencing seems to be circulating including:
- Gaming – chairs, microphones, headsets you name it, they will tell you which ones aren’t worth your money.
- Skincare – naming and shaming all the products that they believe deserve a skip.
- Make-up – posting about brands and specific products that aren’t worth the hype.
Many creators are hopping on the trend telling their followers what they shouldn’t be buying. Videos show influencers with stockpiles of PR products they’ve accumulated over months, discussing how they no longer feel comfortable promoting over consumption. Others are de-influencing themselves and their followers from unnecessary spending. This in turn, has prompted a mass of online conversations and videos, especially from younger audiences. Followers are beginning to challenge themselves to get rid of anything unneeded and not buy anything new.
So, why is influencing getting turned on it’s head?
There are many influencers that are known to happily promote products based on profit rather than actual merit. By challenging traditional influencer techniques it is a fresh way for creators to build their credibility as they are seen honest and authentic. Research discusses this as a way to differentiate themselves in a digital landscape that is increasingly difficult.
The question on our lips is, how will de-influencing impact influencer marketing and brand deals?
Both criticism and promotion of products have the potential to drive engagement to a brand but not necessarily for the right reasons. De-influencing, although enhancing their credibility in the eyes of a consumer, may pose challenges for their long-term careers if they rely on brand endorsements.
Our last thought on the topic…
Although an interesting one or sure, is this really a lasting influencer trend which will be seen permeating into other product/service industries such as fashion, technology and tourism, or will it die out?
Only time will tell!
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