Images used for representative purposesAfter years of telling people what to buy and posting videos, some content creators and influencers have changed the script. They are now telling us what not to buy and they call it “diminishing influence.”
According to Statista, the global influencer marketing industry is worth approximately $21.1 billion, and recent data shows that Gen Z is most likely to respond to influencer marketing efforts. According to a 2023 report by the US-based International Council of Shopping Centers, 85% of Gen Z shoppers say social media influences their purchasing decisions, and at least 45% say it's their top choice for doing so. He cited TikTok and Instagram as platforms.
So does this “low impact” trend, aimed at ending a pervasive culture of empty consumption, threaten to transform digital marketing campaigns by retailers and brands?
Harsha Razdan, CEO of Dentsu South Asia, disagrees. “The emergence of deinfluence represents a new direction for influencer culture, driven by a desire for authenticity and a shift toward more conscious consumerism. Instagram, TikTok, YouTube, etc. With the proliferation of sponsored content on platforms, users have become more discerning about the authenticity of influencer marketing.”
anti-consumerism
Olesha Schuler, a German personal stylist with 372,000 followers on Instagram, realized how much people were influenced by what they consumed on TikTok and created a reel called “Uninfluenced: Fall/Winter 23 Fashion Edition.” I posted.
“I couldn't help but see how we consume and acquire the latest and greatest in the wake of social media. Even I was tempted. I was 30 years old. “I worked in the fashion industry in my teens so I should know better,” she said. trademark value.
Influence removal technically still has an impact, but the name is different. These are not negative reviews or misconception-busting videos. Rather, they are a throwback to the tsunami of influencers flooding every sphere with products.
The most popular categories for weakening influence include beauty, fashion and technology, said Rahul Titus, head of global influence. “It also tends to be more prevalent at both ends of the price spectrum: low-priced FMCG products, where there are many alternative options, such as makeup and cosmetics, and high-priced FMCG products, where there is little competition, such as noise-cancelling headphones and hair dryers. It’s a high-tech product with a price tag,” he added.
Razdan explains: “De-influencers are a unique type of content creator who engage in criticizing products they perceive to be overhyped, harmful, and environmentally wasteful. We also advocate for more sustainable and ethical alternatives, such as DIY options.”
But Titus says this is not a new trend. “I remember watching videos of first-generation YouTubers showcasing 'empties' of the products they used, such as bottles of shampoo or the most worn clothing of the decade,” he says. . “[But] Its growing popularity and enduring popularity reflects how today's audiences view consumerism. They appreciate not having to buy everything an influencer tells them to buy. ”
Brand collaboration
However, losing influence means different things to different people. In India, for example, the concept emphasizes quality rather than overconsumption and hype. “This trend has taken root across the beauty, fashion and activewear sectors in India, condemning substandard products and questionable practices,” says co-founder of digital marketing agency White Rivers Media. Mitesh Kothari, CCO and CEO, said:
Razdan added that consumers are becoming more critical of products and services endorsed by influencers, especially those that are expensive or controversial. “While this trend poses a challenge for brands with unethical products that rely on influencer marketing, it also presents an opportunity to align with consumer values and principles,” he explains.
Kothari agrees. “This is not a negative thing. It is a demand for truth. Brands need to heed this wake-up call and prioritize authentic messaging and quality products. “It's a sign of a mature Indian market where reliability is paramount,” he says.
Leverage authenticity
Some experts believe that removing influence is a passing step. But some say there's still room for brands to leverage this micro-cohort of influencers.
“Post-influencers are certainly better equipped to get brand deals because they only want to be associated with a small number of brands, which gives them more credibility among their audience. We want to build that,” said Viraj Sheth, CEO of Monk Entertainment, a talent management and influencer marketing agency.
Because of this trust, Sheth believes independent influencers can have higher conversion rates “than influencers who are connecting with a new brand every two days.”
But these influencers will only accept brand collaborations that align with their values, so brands must be prepared to accept constructive feedback.
Titus doesn't like it when brands partner with people who reduce influence, but when brands find themselves mentioned negatively in videos that reduce influence, they take it as an opportunity. I think it should be captured.
“Feedback loops this fast are very rare,” Titus says. “Listen to what your audience is saying and why they're saying it, and address it by becoming part of the conversation rather than hiding it. Participating in potentially negative conversations is It can be a daunting proposition, but if you lean into it, your audience will appreciate your approach.”
