What is De-influencer Marketing and Why Should Brands Take Note?

image shows four female tiktok creators with text referring to deinfluencer marketing

We’ve all heard of influencer marketing. It’s the trend that has seen brands invest more and more of their advertising budget into working alongside influencers with global reach and up to millions of followers.

But in 2023, are the rising number of de-influencers taking to platforms such as TikTok a threat to this very lucrative style of marketing?

The Rise of De-Influencers

Firstly, it’s important to understand what de-influencers are and what content they produce.

As you’d expect, they are the direct opposite of influencers in the content that they create; their videos and reviews often aim to inform their audience about products that they wouldn’t recommend, as opposed to influencers endorsing products to their following.

@valeriafride

Don’t buy everything you see on here 🥹 #deinfluencing #beautytips #sephorahaul

♬ Her Way (Sped Up) – PARTYNEXTDOOR

No matter where we are on the internet, we see advertisements telling us to buy the next big thing that can change our lives. That’s the nature of marketing and advertising, and for brands, it’s an essential part of their business strategy to ensure they’re reaching new potential customers.

But many adverts lack the sincerity and consumer voice that many of us look for when looking to invest in a product or service – a user review, or a friend’s recommendation, for example. Many people feel that as the influencer is being paid or sponsored for making a video or post, their views may not be completely true and honest, which often isn’t the case for most influencers… but it does happen.

With the rise of influencer marketing, many brands are partnering with creators who have a large following that may completely match their own target audience, or at least reasonably overlap with some of their interests and needs. Whilst this is great for exposure, it’s important that the products or services that they are having these influencers advertise are of good quality and actually meet the needs that they are saying they do.

The Effect of De-Influencing Content

This is where de-influencers come into the picture. They actively speak out against products or services which haven’t lived up to expectations… and they aren’t afraid to share their thoughts on why they were dissatisfied. 

@livvvmarkley

I I could talk about so many products I’ve tried and didn’t like. Let me know if I should make this a series. #QuakerPregrain #skincareyoudontneed #deinfluencing #skincare #skintok

♬ original sound – sped up sounds

The main aim of de-influencing is to create an honest connection between the creator and their audience. Showing their honest side will, in turn, make their other content appear more trustworthy. The influencer marketing campaigns that they share will be more effective in the long run as people will come to trust their opinions, whether they’re raving about a product or pointing out why people should avoid another.

Should Brands Be Worried About De-Influencers?

Brands should always be aiming to be their best, authentic selves, no matter what avenue of business they are in. Their products and services should be genuinely something that they are proud to share with the world and their messaging should be honest about what consumers should expect from them.

De-influencers have become so popular because many brands have made the mistake of sending a below-standard product out to them for review, not done enough audience research, and have their product fail to meet the needs of their target market… or simply just failed to live up to the expectations.

@michelleskidelsky

Replying to @3333333…00 you ask i deliver 🫡 might be some controversial takes here but it needed to be said #deinfluencing

♬ original sound – michelle

On the whole, there isn’t anything for brands to be worried about if they are genuinely proud of their product or service. Of course, it won’t always be everyone’s cup of tea, but that’s why it is important to research the influencers that are aligned with the brands values and, more importantly, would genuinely find the product or service useful in a natural way. There’s nothing worse than coming across a very staged influencer campaign.

The bottom line is this… if you genuinely don’t believe in your product or service, haven’t conducted any research, and are simply jumping on the influencer marketing bandwagon to flog as many products in a short amount of time, you’re more likely to come across de-influencers.

Influencer marketing, when done right, can be a huge boost to a brand. Not only will you be tapping into the newsfeeds of those most likely to invest in your product. If you are looking for help in creating the best social strategy for your business, give the Platinum Live team a shout and see what we can do for you – hello@platinum-live.co.uk

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