How Brands and Creators Can Respond to the De-Influencing Trend

A “de-influencing” trend recently took hold of social media. TikTok videos with the #Deinfluencing hashtag have amassed 606 million views as of May 2023.

What is de-influencing? De-influencing is when creators tell people not to buy items, either because a product is overhyped, it’s unnecessary or because a particular influencer isn’t a credible source.  

Should brands be worried? Does this mean partnerships with content creators are at risk as influencers speak their minds about less-than-impressive products and services? Not necessarily. 

Any nudge toward accountability for reviewers and transparency regarding paid sponsorships and ads could help weed out the dishonest players organically.

When you consider that genuine criticism, debunking misconceptions, and raising awareness about outright deceptions are better for consumers, de-influencing trends could truly benefit legitimate brands and content creators over the long haul. 

Consider these tips to help ensure that your next campaign gets only positive attention.

1. Understand that an influencer’s loyalty is to their followers.

Before influencer marketing really took off, there was little doubt as to where non-celeb content creators’ loyalty lay. Without financial or product incentives, people had little reason to question why someone would hype up a comfortable pair of running shoes or a new restaurant.

But with influencer marketing essentially serving as a business transaction, many content creators feel the need to say only positive things about the product or service they’re representing to feel that they’ve held up their end of the bargain. 

Brands and influencers should remember that any partnership to promote a brand was decided upon not based on the content creator’s follower count but rather on their target audience. And what keeps followers engaged with an influencer’s promotional content isn’t necessarily that they want or need the product or service; they trust the “spokesperson” to be authentic in their review.

Inauthentic reviews harm everyone involved: the brand, the influencer, and their followers. 

Brands should be open to honest reviews, even by paid influencers. 

2. Choose your target audience wisely.

Inauthenticity isn’t the only factor turning consumers away from buying products and services being promoted by content creators. The de-influencing trend dissuades consumers from spending excessively, especially during the current economic downturn.

While lesser-known influencers might offer a follower base that fits your target market in terms of gender, age, location, and interests, that’s not to say that they’re interested in — or can afford to buy — a $400 winter coat. 

Both brands and content creators must ensure that campaigns align with the target audience’s values, income, spending habits, and priorities, or they risk coming across as “tone-deaf” to followers.

3. Vet your influencers and brands thoroughly.

As an influencer, you may be thrilled to be approached by a brand offering a partnership deal. But the vetting process is a two-way street, and it only takes one misaligned campaign to lose the trust of your followers. 

Just as content creators may have a past controversy that taints their image, so can brands. 

Beyond simple Google searches and previous campaign references, consider investing in an influencer marketing database that thoroughly vets both parties before allowing them to be listed as a prospective partner. 

4. Scrutinize your campaign language. 

As younger generations turn their attention toward collective concerns like climate change, we’ve seen seismic shifts away from excessive consumption (in throw-away fashion, oversize SUVs, and food packaging) to conscious consumption. Need an example? Check out this post on “The Ultimate Guide to Deinfluencing” from TikToker Tara Bellerose.

 Any language that promotes “splurging” or “you only live once” (YOLO) may be perceived as wasteful and irresponsible. Review your campaign language and major selling points to look for target-specific benefits. 

Examples might include vegan, not tested on animals, recyclable or made from recycled materials, affordable, fair trade, climate-certified, or woman-owned.

Consider working with influencers who advocate for causes such as sustainability.

5. Have industry experts weigh in.

Not every de-influencing post is focused on calling out lies, mass consumerism, or lack of transparency. Many experts — from dermatologists and dieticians to scientists — feel an ethical obligation to respond to misinformation on social media and are doing so through standalone videos or TikTok duets tied to the original post. 

Look for experts to include in your content. They can serve as the sole focus of the content or provide value-added commentary to a longer campaign. 

Input from a trusted expert can elevate the perceived legitimacy of your product or service.

6. Follow FTC regulations and guidelines.

The Federal Trade Commission’s rules on influencer marketing were put in place to help consumers identify “material connections” to the brand they’re endorsing. Full disclosure about the influencer receiving payment or free or discounted products or services in exchange for a review or promotional content is required.

Because the responsibility to ensure that content is labeled as sponsored or paid falls on both parties, influencers and marketers must familiarize themselves with FTC endorsement rules. Complying helps protect not only consumers but also builds trust with the target audience. In addition, compliance may also prevent de-influencing commentary and/or legal action against one or both parties. 

Now that you’re up to speed on the de-influencing trends, put these tips to work to help you avoid becoming the focus of controversy. A little prevention can go a long way toward success.

And if you find that you need help with your campaign strategy, IZEA has you covered. Chat with our experts today.