De-Influencing: The latest trend in Influencer Marketing

In today's world, social media has given consumers a platform to voice their opinions and hold brands accountable for their actions. As a result, a new trend in influencer marketing has emerged - De-influencing.

What is De-influencing?

Particularly popular with Gen Z and Millennials, De-influencing is becoming a sensation with over 180 million views on TikTok alone and refers to the act of Influencers or Content Creators urging their followers to NOT purchase a certain product or brand. This is often in response to ethical, environmental or social concerns.

The Impact of De-influencing on Your Brand

Influencer marketing is a powerful tool that can have a tremendously positive effect on your brand, sales, and reputation. However, being de-influenced by a popular Influencer can have devastating effects on your brand. With consumers becoming more socially and environmentally conscious, it is essential for brands to take note of this trend and adjust their strategies accordingly.

How to avoid de-influencing?

Do some work within your business to ensure:

✅ Your products live up to the hype

✅ Your brand is making sustainable changes in order to be kinder to the environment and to people.

De-Influencing shows that consumers no longer want to be fed fake information and will do their research in order to ensure a brand they are engaging with share their values and actions. Brands need to be aware of this and make the relevant changes to not be spotlighted within the rise of de-influencing.

Another key to avoiding being de-influenced is by seeking authentic brand partnerships.

Brands can achieve this by only using Influencers or Creators who:

✅ Have a genuine, meaningful connection with their audience

✅ And also have a genuine, authentic connection with your brand and products

✅ Share your company values

✅ Are transparent with their audience about their brand partnerships

✅ Are looking to build a long-term brand partnership with your brand

The Positive Side of De-influencing

De-influencing can be seen as a positive trend as it shows an increased desire for more authentic brand and creator partnerships and more transparency within the industry. Consumers want to know that the brands they support align with their values, and this trend is pushing brands to be more accountable and transparent in their practices.