De-Influencing: A New Era for B2B Brands and Influencers?

As influencer marketing continues to evolve, a new trend has emerged: De-Influencing. What began as a consumer-driven movement to counteract excessive consumerism has grown into a broader discussion, influencing B2C and B2B marketing alike. In this edition of Under the Influence, we’ll explore what de-influencing is, how it impacts B2B brands, and how marketers can adapt and thrive in this shifting landscape.

What is De-Influencing?

At its core, de-influencing is the act of discouraging consumers from purchasing certain products or services, often driven by concerns around sustainability, overconsumption, or dissatisfaction with influencer-promoted goods. It's a form of social commentary where creators and influencers advise their followers to think critically before making a purchase.

While it started as a reaction to the endless consumerism seen in B2C influencer marketing—especially in industries like beauty, fashion, and tech—de-influencing is finding its place in the B2B world as well. For B2B brands, it’s not about discouraging consumption but about encouraging smart, thoughtful purchasing decisions backed by value and long-term benefits.

How Does De-Influencing Impact B2B Brands?

In the B2B space, trust and authenticity are paramount. While B2C de-influencing often involves advising consumers to avoid certain products, B2B de-influencing is more about being selective with partnerships, solutions, and services. Influencers in the B2B space, often thought leaders or industry experts, can de-influence by providing critical insights on overhyped technologies or tools, or by advocating for more efficient alternatives.

For example, rather than promoting the latest software as a "must-have" solution, an industry expert might advise against it if they feel it’s not as effective as advertised or lacks scalability for businesses.

How B2B Influencers and Brands Can Adapt

1. Focus on Long-Term Value: In a world where consumers and businesses alike are pushing back on wasteful spending, B2B brands should lean into the concept of value-driven marketing. Highlight the long-term ROI of your products or services rather than the immediate benefits. Influencers should align with this narrative, promoting solutions that genuinely address pain points.
2. Be Transparent: Authenticity is critical to thriving in a de-influencing era. Transparency about product limitations, costs, and alternatives builds trust. Influencers who are candid about both the strengths and weaknesses of the products they promote are more likely to cultivate long-lasting relationships with their audiences.
3. Leverage Thought Leadership: In the B2B space, influencers are often seen as thought leaders rather than mere promoters. By focusing on educational content, influencers can guide their audiences toward informed decision-making, helping them avoid common pitfalls or overhyped trends.
4. Encourage Critical Thinking: Instead of the hard sell, B2B influencers can encourage their audience to think critically about solutions before adopting them. This fits well with the de-influencing trend, as audiences are becoming more discerning about who they trust and what they buy.
5. Embrace Sustainability: Like B2C consumers, B2B buyers are increasingly focused on sustainability. Brands and influencers that champion eco-friendly solutions, efficient resource use, or cost-effective alternatives will resonate in a market growing tired of wasteful practices.

Thriving in a De-Influencing Landscape

For B2B brands, thriving in the de-influencing landscape is about embracing nuanced messaging. Instead of shouting louder about why a product is the best, brands and influencers need to take a thoughtful, balanced approach to marketing.

According to a recent article from Forbes, "influencers are now playing a key role in helping consumers make more intentional, informed decisions," which translates well into the B2B sphere where decision-making cycles are longer and more complex.

Likewise, Hootsuite's 2024 Trends shows that consumers are increasingly turning to influencers who offer honest, unbiased opinions. This creates a unique opportunity for B2B influencers to gain trust by being selective and transparent about the brands they endorse.

As de-influencing continues to grow, it’s not something B2B marketers should shy away from. Instead, embrace it by providing transparent, value-driven insights and positioning your brand as a thoughtful, trustworthy partner.