In recent years, influencer marketing has experienced explosive growth and continues to thrive. The industry is projected to be worth $21.1 billion in 2023. Brands are leveraging social media platforms to reach their target audience through trusted influencers with great success. However, a new trend has emerged in the space in recent months, known as “deinfluencing.” This blog post will explore what de-influencing is, how it impacts the marketing world, and what to expect from it.
What is Deinfluencing?
Deinfluencing is a growing trend among influencers where they actively discourage their followers from making certain purchases, as a way to combat overconsumption. This movement refers to the intentional act of influencers reducing their partnerships with brands and promoting a more authentic and genuine connection with their audience. The trend originated due to increasing concerns from followers that influencers were not being genuine, merely partnering with brands for financial gain rather than genuinely liking the products.
It initially gained traction in the beauty space, where influencers started advocating for mindful consumption by sharing products or brands to avoid, instead of constantly promoting new products. Deinfluencing promotes a more conscious and responsible approach toward consumerism, encouraging followers to make informed decisions about their purchases and prioritize sustainability, ethical practices, and quality over quantity. As the trend has gained momentum, it has expanded beyond the beauty space and is now influencing various industries as a whole, with influencers using their platforms to advocate for more mindful and intentional consumption habits.
Why should we pay attention to the deinfluencing trend?
Brands and marketers should be paying attention to deinfluencing because it represents a shift in consumer preferences. Today’s consumers are becoming more discerning— they want to see real experiences, genuine recommendations, and transparent disclosures.
Leaning into the trend allows brands to tap into the growing demand for authenticity in influencer marketing. By prioritizing transparency, genuineness, and personal connection over paid promotions, influencers who embrace deinfluencing are able to establish a deeper and more meaningful relationship with their audience. This can result in increased trust, loyalty, and brand advocacy, which can ultimately lead to higher engagement, conversions, and ROI for brands.
Secondly, deinfluencing can help brands address concerns about influencer credibility and transparency. As consumers become warier of overly promotional content and undisclosed sponsorships, brands that align with the principles of deinfluencing can differentiate themselves by being transparent, authentic, and responsible in their influencer partnerships. This can enhance brand reputation, build consumer trust, and foster long-term brand-consumer relationships.
Leaning into Deinfluencing with an Influencer Marketing Agency
So, how can brands and marketers lean into the trend of deinfluencing? Here are some ideas:
- Seek authentic partnerships: Look for influencers who prioritize transparency, authenticity, and genuine connections with their audience. Avoid influencers who constantly promote products without providing honest reviews or disclosing sponsorships.
- Encourage mindful consumption: Collaborate with influencers who promote mindful consumption by sharing products or brands to avoid, and who prioritize sustainability, ethical practices, and quality over quantity.
- Foster transparency: Ensure that influencer partnerships are transparent and disclosed according to relevant regulations and guidelines. Work with influencers who are open and honest about their partnerships with brands.
- Build long-term relationships: Prioritize building long-term relationships with influencers who align with the principles of deinfluencing, rather than one-off sponsored posts. Nurture authentic connections that can lead to genuine brand advocacy.
- Focus on meaningful content: Encourage influencers to create meaningful and authentic content that resonates with their audience, rather than overly promotional posts. Quality content that provides value and engages the audience is more likely to build trust and loyalty.
As influencers actively discourage overconsumption, prioritize transparency, and foster authentic connections with their audience, it is evident that the trend of deinfluencing will have a lasting impact on the industry. Embracing deinfluencing can lead to more meaningful partnerships, increased consumer trust, and long-term success for influencers, brands, and influencer marketing agencies alike. By aligning with consumer preferences for authenticity and ethical practices, deinfluencing presents an opportunity for influencers and brands to create genuine and mutually beneficial collaborations.
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With 12+ years of marketing experience Christina has spent the last 8 years at Konnect Agency leading digital strategy with a focus on influencer marketing, social media, creative, and digital advertising. Christina works across Konnect’s Food & Beverage, Lifestyle, and Franchise accounts creating holistic strategies for brands such as, ONE Brands, Noodles & Company, Zesty Paws, Yogurtland, KRAVE Jerky, Brazi Bites, ZOA, Laird Superfoods, Remedy Drinks, and Alex’s Awesome Sourdough.