The rise of de-influencing and what it means for influencer marketers

By now, you’ve likely heard about de-influencing and seen an increasing number of influencers urging their followers to rethink their purchasing decisions on platforms like TikTok and Instagram.

After emerging on TikTok in early 2023, the hashtag #deinfluencing has gained significant traction, amassing nearly 1.5 billion views and rapidly spreading across multiple social media platforms.

But what exactly does de-influencing involve, and what implications does it hold for you as an influencer marketer?

What is de-influencing?

De-influencing offers a fresh perspective on traditional influencing by shifting the focus from merely promoting products to encouraging consumers to be more discerning and intentional in their purchasing choices. De-influencers not only showcase products but also actively discourage their followers from making certain buys.

By providing critical reviews and advising against unnecessary, overhyped, or low-quality items, they empower their followers to make informed choices and regain control over their purchasing decisions rather than mindlessly following trends.

While many continue to dismiss de-influencing as a passing fad, I believe it signifies more profound shifts in beliefs and consumption habits, particularly among Gen Z and Millennials.

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Why de-influencing is here to stay

De-influencing didn't just pop up out of nowhere; it's rooted in a mix of social and economic factors that have been steadily shaping consumer attitudes and behaviors.

Over-commercialization: Growing up in a social media world saturated with advertisements and influencer endorsements, Gen Z and Millennials have developed a healthy skepticism towards the authenticity of these promotions. This over-commercialization has diluted the impact of influencer recommendations and driven many to seek more genuine interactions and recommendations.

Economic pressures: Many Gen Zers face substantial financial pressures, such as student loan debt, rising living costs, and an uncertain job market. This has led them to be more cautious with spending, prioritizing financial security over excessive consumerism. De-influencing resonates with this mindset, advocating for mindful purchasing and emphasizing long-term value, catering to the practical need for budget-conscious decisions.

Climate and sustainability concerns: Gen Zers are acutely aware of climate change and ethical consumption, actively seeking brands and influencers that embody these values. They prioritize sustainability and mindful consumption over excessive, trend-driven shopping. De-influencing aligns with this mindset by advocating a “buy less, buy better” philosophy that resonates with consumers who value quality over quantity and encourages them to invest in sustainable products that positively impact the environment.

How to adapt your influencer marketing strategy

De-influencing doesn’t mark the end of influencer marketing; it signals a need for a refreshed, more authentic approach. The days of influencers primarily showcasing products in perfectly curated posts are evolving. While polished, highly curated content still has its place, there’s a noticeable shift towards more authentic and relatable forms of engagement. Here are a few key strategies that can help you adapt your influencer marketing approach:

Prioritize authenticity over perfection: Consumers are skeptical of overly polished, scripted content. To connect with them, work with influencers who offer genuine, unfiltered perspectives and aren’t afraid to show imperfection. Authentic, relatable content builds trust and fosters deeper loyalty.

Embrace transparency: Honest, balanced feedback carries more weight than constant praise. Partner with influencers that provide candid assessments, even if it means highlighting potential drawbacks of a product. This level of transparency enhances credibility and demonstrates your commitment to authenticity and honesty.

Highlight sustainability & ethical practices: With sustainability becoming a top priority for many consumers, showcasing your brand’s eco-friendly initiatives is essential. If your brand focuses on sustainable practices, don’t hesitate to promote them. Aligning with mindful and responsible consumption values can significantly strengthen your connection with your target customers.

Shift from hype to long-term value: De-influencing is all about thoughtful consumption, so consider moving away from promoting impulsive, trend-driven purchases where possible. Instead, highlight your products’ long-term value, quality, and durability. Consumers are looking for items that endure and resonate with their values.

Invest in long-term partnerships: Trust is built over time. Instead of focusing on one-off campaigns, investing in long-term relationships with influencers who genuinely believe in your brand and provide honest feedback is crucial. These partnerships lead to more authentic recommendations and give influencers time to share ongoing, meaningful experiences with your products.

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