Influencer marketing has become huge in the world of social media marketing… but for how long?

There’s a new movement among social media users known as “deinfluencing.” It’s a shift away from the traditional influencer culture that encourages consumers to buy from specific brands. Instead, de-influencing tells users what not to buy.

Why?

There are two main purposes of this movement. One is to promote sustainability and eliminate over-consumption. The other is in response to the #TikTokMadeMeBuyIt trend which has caused many consumers to purchase items that were not reviewed honestly by influencers. According to NBC Washington, posts with #Deinfluencing have over 76 million views on TikTok.

What does deinfluencing look like? How can business owners adjust their digital marketing strategies to overcome the deinfluencing trend? Let’s dig in.

 

What is Deinfluencing Content?

You’ve no doubt seen plenty of influencer content: unboxing videos, #OOTD, reviews, shopping hauls, “Get Ready With Me,” life hacks, etc. Deinfluencing content is similar, but with a different goal in mind. Here are a few content examples.

  • Videos discrediting specific products, brands, or influencers.
  • “Instead of Brand A, try sustainable Brand B.”
  • Anti-haul videos, which tell users what not to buy.
  • How-tos for getting the most out of what you already have instead of buying more.
  • Reveals of unethical production/disposal practices.
  • Calling out deceptive marketing.
  • Personal stories of negative experiences relating to #TikTokMadeMeBuyIt.
  • “Life Hacks/Shopping Hacks” to save money or get the same products for less money.

 

To give you an even better picture, check out the TikTok deinfluencer videos below.

 

How Can You Utilize Deinfluencing in Marketing?

As you saw in the videos and examples above, many deinfluencer videos are not 100% anti-consumerism. The majority of popular content is calling out deception, saving money, and reducing consumption by encouraging viewers not to buy things they don’t need. How can your business combat this trend?

As the old saying goes, if you can’t beat them, join them! There are a few different things you can implement in your business practices and content marketing strategy so you can ride the wave instead of drowning.

  • Generate content based on authenticity. This can include content such as behind the scenes videos of your company’s services or the making of its products, addressing any common consumer complaints, showcasing certifications, and edutainment that aligns with your brand. Increasing your brand’s credibility is vital in the age of de-influencing.
  • Ethical marketing is still top-dog and isn’t going anywhere any time soon. Make changes or promote already existing business practices that are ethically responsible within your company.
  • Post tips for saving money such as discount promotions, layaway items, prices for buying in bulk vs. individual sales, or explain how your product or service can save consumers money in the long run. 
  • Tips for getting the most out of your product or service. For example, “how to make it last” videos.
  • Make your own #deinfluencing videos! For example, a waxing/hair removal service could make a video about the downsides to shaving and wax strips. A pet store could make an #Antihaul video discouraging shoppers from buying products that are unhealthy for pets.

 

Need help keeping up with and utilizing the ever changing marketing trends? Contact our digital marketing agency today to empower your brand with our social media services, web design, marketing strategy, and more!