Know Your Trend: Deinfluencing

The world of marketing understands the incredible effectiveness of influencer marketing. And now, every time you scroll through Instagram or TikTok, there's a new influencer promoting a product or service. But the industry has taken a recent shift. Enter the era of Deinfluencing. Creators are prioritizing authenticity and honesty, sharing reviews and opinions to encourage their followers to think twice before buying into the hype.

We've got the inside scoop on this trend to better inform how your brand can anticipate and work within the evolving social media landscape. Click on the image to be taken to the video. 

The What

"Deinfluencing" is the latest trend in creator content on social media, where creators share candid reviews to discourage consumers from buying certain products. This trend aims to counter the influence of sponsored posts on consumer behavior.

Side-by-Side

Many videos are scoring points with side-by-side comparisons of high-end products promoted by influencers versus cheaper alternatives that pack the same punch. With 508M #deinfluencing hashtag views, it's clear that consumers are wise to the influencer game.

Trend Cycling

Influencer marketing has sparked worries about honesty among consumers. According to this user, influencers can be split into two groups: those who genuinely inspire and those who simply follow the trends they see. The latter perpetuates a cycle of imitation, reinforcing current trends.

A Clean Break?

"De-influencing" sounds like a clean break from influencing, but let's be real - it's still a power move. Creators are adapting their tactics to sway the masses during tough economic times, and sharing critical reviews is their way of dodging industry drama.

High Stakes

Morning Consult found that 72% of Gen Z and millennials follow influencers. However, 88% of respondents say influencers must be authentic. The bottom line: brands need to be intentional about partnerships. Utilizing multiple micro-influencers can help reach niche audiences.

Real Talk

Let's call it what it is: "de-influencing" is still influencing. To keep up with these evolving trends, marketers need to revamp their strategies and collaborate with influencers who have mastered the art of subtlety and build genuine connections to launch campaigns that pack a punch.

What do you think about the deinfluencing trend? How can your company use it to its advantage with your influencer marketing strategy? Tell us in the comments. 

Meet us monthly in the 1021 Creative Corner to get the Who/What/Where/When/Huh? on the latest viral internet trends.