From: Akis Liantzouras
The commercial nature of influencer marketing has created a saturated environment where social media users are continuously exposed to product sales. While many consumers enjoy learning about the latest trends and purchasing products promoted through social media, others are tired of the relentless stream of posts encouraging new purchases.
In this context, “deinfluencing” has emerged as a counter trend seeking to challenge the status quo. Deinfluencers aim to break the vicious cycle of consumer excess by actively discouraging followers from making unnecessary purchases, highlighting the weaknesses or drawbacks of products.
What is Deinfluencing?
Unlike traditional influencers, who encourage consumers to try and buy new products, deinfluencers do the exact opposite. Using the same social media platforms, they dissuade their audience from purchasing products considered overhyped or below expectations.
The Rise of Deinfluencing: Data and Statistics
The “deinfluencing” trend peaked in early 2023 when a few TikTok videos went viral, and several reputable media outlets, including TIME and The Guardian, published articles about the phenomenon. According to Brandwatch Consumer Research, online mentions of “deinfluencing” have seen a dramatic increase:
- Mention Spike: The term “deinfluencing” saw an 800% increase in online mentions at its peak in early 2023 compared to the previous quarter.
- Stable Mention Base: Despite a decline after the initial peak, mentions of “deinfluencing” have remained at consistently higher levels.
- Secondary Peak: In October 2023, a secondary peak was observed, about a month after the launch of TikTok Shop.
How Does Deinfluencing Work?
Deinfluencers primarily use TikTok as the platform provides quick and easy access to a broad audience. The ways they convey their message vary:
- Product Critiques: Deinfluencers often showcase products they consider over-hyped or below expectations, detailing their drawbacks.
- Discouraging Impulse Buying: They respond to user requests to dissuade them from purchasing products they plan to buy.
- Support for Slow Shopping: They encourage consumers to prioritize high-quality and long-lasting products, avoiding quick purchases.
Why is Deinfluencing on the Rise?
- Influencer Marketing Fatigue: Consumers are weary of the constant pressure to buy promoted by influencers.
- Rise of TikTok Shop: The ability to make direct purchases through TikTok Shop has amplified impulse buying, sparking a consumer backlash.
- Review Credibility: The authenticity of deinfluencers’ reviews has made them a reliable source of information for many consumers.
Is Deinfluencing a Threat to Brands?
According to TikTok data, 28% of users agree that the app inspires impulse purchases, more than any other platform. However, “deinfluencing” may disrupt this trend:
- Emphasis on Quality: Consumers are increasingly shifting toward quality and slow shopping, prioritizing sustainability and longevity.
- Negative Brand Perception: A single negative review from a trusted deinfluencer can cause significant damage to a brand’s reputation, as seen with popular YouTuber Marques Brownlee, whose video on the Fisker Ocean led to a dramatic drop in the company’s stock.
How Can Brands Protect Themselves?
- Crisis Management: Treat negative reviews with sensitivity and professionalism, implementing a comprehensive crisis management plan.
- Authenticity: Collaborate with influencers who are genuine users and advocates of your product, ensuring their reviews are authentic.
- Product Improvement: Use feedback from negative reviews to improve your products and messaging.
Conclusion
Deinfluencing is a new trend that is changing the rules of the game in influencer marketing. Smart brands must embrace this change by focusing on authenticity, quality, and sustainability to ensure they remain relevant in the age of deinfluencing.