Will the rise of deinfluencers impact your marketing strategy?

By now, if you've spent time on social media, you've likely come across an influencer, possibly without even realizing it. Influencers promote lifestyles, brands, products or experiences. They attract followers by creating relatable content that resonates with their audience, often sharing personal stories or insights that make their endorsements seem more genuine. Many brands have realized influencers can be a cost-effective way to promote their products and services, leading them to include influencers in their marketing strategy. 

However, in the last year, consumers have seen a significant shift in social media.  Instead of just promoting products, some users now tell their followers what not to buy. This trend, known as "deinfluencing," has quickly gained traction, with hashtags like #deinfluencing seeing over 248.6 million views on platforms like TikTok. These deinfluencers critique the recommendations of other influencers, providing reasons why certain products or brands might not be worth the purchase.  

So, what does this mean for brands that rely on influencer partnerships? Is this the beginning of the end for influencer marketing? 

 

What is deinfluencing?  

Let’s back up and make sure we’re all on the same page. Influencers have been shaping our online experiences for quite some time, starting with celebrities and then moving on to bloggers and the early birds who quickly took to platforms like Facebook and Instagram. From macro (500k – 1M followers) to nano (0-10k followers), influencers have become trusted resources for many consumers.  
Often, micro and nano-influencers don’t ask for much—sometimes just a free product, service or experience in exchange for an honest review shared with their followers. This means even small companies without a substantial marketing budget can still participate. 

However, with more influencers stepping onto the scene, some have taken a more critical look at what influencers promote and what it’s doing to our culture. These individuals have decided that not everything is worth a purchase—no matter who says it’s worth it. Deinfluencers emerged and took off in early 2023 with a mission to dissuade consumers from what they consider an unnecessary purchase.   
Deinfluencers are still technically influencers. They use their platforms to influence consumers to a particular action or non-action. While some deinfluencers call attention to overconsumption, sustainability and other socially conscious reasons not to purchase a product, others offer alternative options they deem a better purchase.  

 

Is influencer marketing over?  

Now, you may think that influencer marketing is on its last legs with as much buzz as deinfluencing has gotten. But influencer marketing is here to stay—in 2023, it became a 21.1 billion dollar industry, increasing 29% from 2022, and it's expected to continue to grow in the coming years. However, even with this growth, brands will need to be flexible and responsive to meet the expectations of today’s consumers. With the rise of deinfluencing campaigns, it’s more important than ever for brands to tune in and adapt. 

 

Why does the deinfluencing trend matter?  

Ignoring the rising trend of deinfluencing could be risky, as deinfluencers can significantly impact your brand if you get caught in their crosshairs. For instance, big names like Dyson experienced a sharp decline in their brand's favorability, dropping by 20 points. They saw a 17-point decrease in purchase intent following a deinfluencing campaign targeting their Dyson Air Wrap product – and they're not alone. Other brands have also faced similar downturns in favorability and purchases due to the influence of deinfluencers. 

While there's no guarantee that you won't be targeted in a deinfluencing campaign, there are several proactive steps you can take to lessen the likelihood of this happening. 

 

 

Adapting influencer marketing strategies 

We say this all the time in the marketing world, but it still rings true—authenticity is critical, especially with influencer marketing. The goal should always be to partner with influencers who not only have a genuine rapport with their audience but also sincerely align with your brand or product. Anything forced will appear suspicious, and today's consumers quickly spot and call out inauthentic content. 
 

Is your product or service worth it? 

Beyond your partnerships, you’ll also need to ask yourself some tough questions, like whether your product or service is truly worth your asking price and whether it meets your consumers' expectations.  While it’s not possible to engage everyone, understanding your target audience and their particular values and aligning your brand accordingly can help you avoid negative attention from deinfluencers.  

Is the consumer journey seamless?  

Every aspect of a consumer's experience matters, from the actual product or service to their virtual or in-person purchasing experience. Poor experiences or neglectful customer service can also make you a target for deinfluencers. Ensuring a positive customer journey from start to finish is essential in avoiding the negative impacts of a deinfluencing campaign. 

To summarize,  you can forget the old saying, "Any publicity is good publicity." It doesn't hold up here. Getting tangled in a deinfluencing campaign can hurt your sales and damage your relationships with your audience. So, really, being authentic and ensuring your values align with your consumers' can save you a lot of trouble down the line. 

 

A deinfluencer made a post about my business; what do I do?  

Well, don’t panic. The worst thing you can do is make a reactional response without a careful plan. This can lead to even more problems than you weren’t originally anticipating. Take the time to assess if a response is necessary and the level of response that would be required. Dig into your toolkit and find your crisis response plan.  If you don’t have a crisis response plan, now is the time to create one. This plan should outline how to handle various types of crises, including negative publicity from deinfluencers. It should specify roles and responsibilities within your team, set internal and external communications guidelines and detail steps for assessing and mitigating any damage.  

Once you have a plan, or if you already have one, use it to guide your actions calmly and strategically. If the deinfluencer's post has valid points, consider this feedback an opportunity to improve. Responding publicly might be necessary to show accountability and reassure other customers you're committed to quality and service. A well-crafted response can turn a negative situation into a demonstration of your business' integrity and dedication to customer satisfaction.  

 

Influencer marketing is evolving, not ending. To keep pace with these changes, you’ll need to closely monitor consumer interests and behavior and adjust when needed. Whether you're considering incorporating influencer marketing into your approach or seeking assistance developing a crisis response plan, our social media marketing experts are ready to assist you. Let's connect!