Are you aware of the trend of ‘de-influencing’ across social media platforms?
What is de-influencing?
TikTok has been leading the way with 160 million videos using the hashtag #deinfluencing. The trend started at the beginning of this year with content creators using their platforms to tell their followers about what not to buy.
Examples of content using the hashtag include negativity towards larger well-known brands guiding followers towards local business instead. De-influencers are also using their voices to call out unsustainable products to encourage followers to make more environmentally conscious choices.
The data from TikTok suggests the trend may have peaked already in the UK, but the associated volume of views at 4m is significant:
Why has the trend peaked and what can brands learn?
One of the reasons for this decline is the view that de-influencing is still a form of influencing. If you’re calling out which brands not to buy, and promoting alternative brands to consider instead, the content can still be considered as influencing.
Creators who may have seen their credibility increase through de-influencing, might be starting to see the opposite happen. What brands should consider is the sustainability element of this trend. Looking at #sustainablysourced, use of this term looks to be on rise:
Brands should reflect on why a creator might want to deter followers from using their products and address their concerns, sharing their sustainable credentials.Think about what proof points you can pull into your messaging to showcase how your brand is driving towards sustainability.
Using data insights such as trend data is what we thrive on at equimedia, helping us to deliver our clients informed and integrated media strategies. Speak to us about how we can leverage a joined up organic and paid social strategy, informed by data, to deliver success!
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| Author | Amisha Rathod |
| Channel | Media |