Deinfluencing and the Importance of Authenticity in Influencer Marketing
Explore the deinfluencing trend on social media and how it’s changing consumer behavior, influencer marketing, and brand strategies.
The power of influencer marketing
In the current age of social media, much of the content we see is paid media, whether it’s digital ads or influencer partnerships. Recently, things are taking a turn. Many creators are hopping on the “deinfluencing” trend, discouraging their followers and other viewers from buying certain products or services that are popular among influencers.
It’s a movement to not only save consumers money but to reduce waste— the less people buy, the less that gets thrown in the trash. The main aspects of deinfluencing promote honesty about product efficacy, mindful consumption, affordable alternatives, and honesty about overhyped or overpriced items.
Dive into the depths of the deinfluencing trend and how it is reshaping the landscape of social media and influencer marketing.
The power of influencer marketing
Seventy-five percent of people use social media for purchasing advice. It’s a place to find the opinions of real people who have used the product, rather than just looking at the reviews on a website. They especially trust the opinions of their favorite influencers, and companies that work with influencers often gain high-quality sales leads and better customers. In fact, 85 percent of marketers say that influencer marketing helps them with their customer acquisition efforts.
That is, if you do it right. Make sure the influencers you work with align with your brand’s values and offerings. If you’re a power tools company, consider working with outdoorsy, crafty influencers as opposed to a beauty guru.
One of our favorite examples of powerful influencer marketing is Lovevery. Lovevery is an educational toy subscription service that focuses on creating toys with developmental benefits. When it came to growing the business, the co-founders leveraged influencer marketing and user-generated content, allowing people to see authentic experiences from real kids and parents testing the products. Their partnerships with parenting influencers and mommy bloggers allowed them to grow exponentially.
The key for Lovevery and to create successful influencer marketing campaigns is authenticity. Consumers can tell if an influencer has never used the product they’re advertising. Choose influencers who have a genuine, positive connection with your offering and their audience.
But, deinfluencing is changing the way we see paid media.
The impact of deinfluencing
If you scroll through the #Deinfluencing hashtag on TikTok or Instagram, you’ll find countless videos of influencers discouraging their followers from buying products that’s pushed to their feeds. Influencers are using their platforms to deinfluence consumers. Through product critiques and honest reviews, anti-haul videos and posts, sustainable and minimalist lifestyle promotion, and financial literacy and smart spending advice, these deinfluencers are working to make consumers more skeptical.
We can’t pinpoint the exact moment this trend started, but Khabane Lame is perhaps the most popular deinfluencer on TikTok. According to Vogue, he “found internet fame creating playful (and silent) takedowns of so-called life hacks, reflected a broader frustration with a world (and, more specifically, a social media landscape) choked with unnecessary products.” Now, he’s the most followed person on TikTok.
@khaby.lame I thought I had seen everything, but this shocked me. 🧽🤲🏾#learnfromkhaby #comedy
♬ original sound - Khabane lame
In a world where products and offerings are constantly in the faces of consumers, social media celebrities like Khabane Lame are advising viewers to take a step back before immediately making purchases on trending items. But they’re not only sending a message to consumers. The main drivers behind deinfluencing call on companies and influencers to change their ways; deinfluencers express a desire for more authentic and honest reviews, consideration of economic factors like inflation and fears of recession, and concerns of environmental and ethical impact.
Deinfluencing has a major impact on all three groups. It’s suggesting that consumers make more informed purchasing decisions, brands shift their marketing strategies, and influencers change dynamics and expectations. One could even say that deinfluencing is influencing consumers, brands, and influencers to change their mindset.
The future of deinfluencing
Deinfluencing is a form of influencing, and we all know the power that holds. Deinfluencers may convince a few of their most loyal followers not to buy a product being advertised to them on TikTok Shop, but that doesn’t mean those same people won’t buy the next product that shows up in their feed. Overconsumption is a massive issue in our society, and it likely isn’t going to go away because of deinfluencers.
That said, this deinfluencing trend is a great way to remind people to think twice before making a purchase. Plus, it gives brands and influencers more context for the type of content consumers want to see. Now, they have the opportunity to adapt to this new landscape to deliver authentic paid media that resonates with those they want to reach.
Ultimately, deinfluencing is reshaping the conversations around consumer behavior and marketing ethics. As we move forward, it will be fascinating how this trend influences the broad landscape of social media, consumer culture, and the relationship between brands, influencers, and their audiences. In an era of information overload and constant marketing, the deinfluencing movement may just be the wake-up call needed to foster more responsible and mindful consumption habits.