A rising social trend, “deinfluencing,” is set to disrupt the sphere of brand marketing as we know it. The long-dominant digital influencer culture may encounter headwinds as consumers demonstrate increasing cost-consciousness, and a new wave of creators urge followers to step on the brakes when it comes to spending.
Deinfluencing is a recent social media trend that dissuades consumers from purchasing certain products that influencers deem indulgent, ineffective, or not worth the money. It puts the spotlight on overpriced items, products of questionable quality, and those produced unsustainably or unethically. Using their platforms, deinfluencers like aliyahnicoleb offer brutally honest recommendations about what not to buy.
These deinfluencers are driven by several motivations. Some have expressed concern about the wastefulness encouraged by big PR and marketing drives that gift influencers with free items. Others, like Tashira Halyard, aim to inspire their followers to live within their means and avoid debt through sharing “No Buy Lists.”
Interestingly, the rise of deinfluencing comes at a time when influencer marketing has exploded into a $21.1 billion industry, with over 75% of brands dedicating budgets specifically to influencer marketing. This market is projected to reach $24 billion this year. Likewise, according to a recent study from LTK and Northwestern University Retail Analytics Council, an overwhelming 92% of brands plan to increase their influencer marketing budgets or involve influencers more in their marketing strategies for 2024.
However, even as brand adoption of influencer marketing increases, deinfluencing has the potential to change the game. It brings greater transparency to marketing efforts by disclosing influencer partnerships clearly. This openness enables brands to align their values and ethics with those of consumers, thereby attracting those with similar interests.
Overall, the rise of deinfluencing reflects the evolving mindset of consumers, smarter, more conscious, ethical, and connected than ever. This obliges brands to adapt accordingly and meet changing consumer demands.
Source: [The Rise Of Deinfluencing Will Change Brand Marketing As We Know It}(https://www.essence.com/news/money-career/rise-of-deinfluencing/).
