The “deinfluencing” trend emerged on social media in 2023 and shows no signs of slowing in 2024.
Deinfluencing is a social media movement in which consumers offer unbiased product reviews and perspectives. Deinfluencers offer authentic perspectives and urge consumers to look beyond paid celebrity endorsements and million-dollar advertising budgets. They are real people offering real thoughts – good, bad or neutral. Sometimes they encourage followers NOT to purchase a product.
Social media influencers often are paid to post commentary, photos and videos touting products and services. Celebrity endorsements are a longstanding marketing and advertising strategy used by brands large and small.
The deinfluencing surge does not mean brands need to abandon traditional marketing strategies, including the use of influencers. Instead, businesses can tap into loyal, satisfied customers for testimonials that resonate with target audiences. This adds another layer to their marketing campaigns.
The Origins of Deinfluencing
The deinfluencing trend arose on social media, predominantly TikTok. In fact, the hashtag “#deinfluencing” surpassed 1.3 billion views on TikTok as of January 2024.
Traditional media, including newspapers, magazines and television, took note of the deinfluencing trend. CNN’s headline proclaimed “Forget the influencers. Here come the deinfluencers.” Washington Post noted “The new TikTok trend is convincing people not to buy things.”
Every social media user can be a deinfluencer. Users do not need millions of followers to have an impact, thanks to the power of sharing. Deinfluencers post content about clothing, makeup, jewelry, food, shoes, fashion accessories and more. They also post reviews of retail stores, restaurants and attractions.
Below is a look at content with the deinfluencing hashtag on popular social media platforms:
What happens when deinfluencers encourage followers to avoid buying a product? AdAge notes that brands can reassess their influencer marketing strategy. They can use this opportunity to engage in dialogue with customers or even make changes to the product itself.
Deinfluencer Marketing
The rise of deinfluencers does not spell the end of influencers. Instead, it takes influencer marketing further by moving from product recommendations and sponsorships to authentic reviews of products. This helps combat false or misleading advertising.
Deinfluencers build trust with their followers by educating them about products, showcasing their true thoughts.
Here’s how deinfluencers can work favorably for a business:
- They can create a beneficial, credible feedback loop with your target audience.
- They provide real-time insights that allow businesses to improve or enhance their products and offerings.
- They help businesses learn what matters most to consumers.
By welcoming feedback, customers and potential customers feel like they are part of a business’s overall process. This helps strengthen brand loyalty and can help turn followers into buyers.
Elevating Social Media Strategies
Social media management helps businesses build their brand presence and stand out from the competition. It strengthens relationships with existing customers and fosters connections with new customers.
Priority Marketing offers a full complement of Social Media Services, including content creation, monitoring, strategy development, audits, training and more. The firm’s team of social media managers can help organizations tap into the power of social media influencers and deinfluencers to help businesses reach their goals.
Looking for social media experts to help your business or organization thrive? Please give us a call today at 239-267-2638 or send an email to LetsTalk@PriorityMarketing.com.
