De-Influencing: What Is It? Does It Matter?

"#Denfluencing” has gone viral on TikTok and some other social media recently. Find out what this hashtag means and how this trend might affect your B2B influencer marketing strategy.?

Influencer marketing is nothing new, although the term arose fairly recently. For example, UK firms have sought what the British call the Royal Warrant since Queen Charlotte appointed Josiah Wedgwood the “Queen’s Potter” in the 18th century.

Today, more than 800 brands hold a Royal Warrant of Appointment. They’re all hoping the right to display the Royal Arms in their marketing content will gain them the same recognition as the world’s first luxury brand.

Back in the 1970s, I remember becoming a loyal purchaser of Sherwood hockey sticks because Boston Bruins forward Johnny Bucyk endorsed them. In fact, if I were in the market for a hockey stick today, I’d still want a Sherwood.

Top Athletes Earn More From Endorsements than Athletics

Celebrity sports endorsements exploded starting in the 1980s. In fact, top athletes like Michael Jordan, Tiger Woods, Serena Williams and Cristiano Ronaldo have reportedly earned more money from endorsements than athletics.

What we think of today as influencer marketing began to take root alongside the growing popularity of reality shows like The Bachelor and Keeping Up with the Kardashians. The term earned its place in the lexicon alongside the growth of social media networks. Suddenly, everyday people who managed to go viral could join the next generation of influencers.

What began as a consumer marketing tactic subtly found its way into B2B social media, especially here at LinkedIn. B2B brands started gambling that thought leaders in target industries could boost brand awareness with corporate buyers. The data shows that those brands won their bets.?

New TikTok Trend called “De-Influencing”

Even so, today, there are some rumblings that influencer marketing may be losing its lustre. CNET columnist Katie Collins has drawn some attention with a feature story about a new TikTok trend called “de-influencing.”

The hashtag #deinfluencing has garnered over 180 million views on the video clip platform. The conventional wisdom has been that buyers trust influencers over conventional brand advertising.

Now, there seems to be a growing movement to upend that received wisdom. Some de-influencers challenge advertising claims made by a specific brand. Others broadly attack the concept of economic growth itself.

Logical Issue with De-Influencer Label

Of course, there’s a logical, or at least a semantic, issue with the de-influencer label. Whether a content creator is recommending that people avoid a specific brand or that they refrain from making purchases altogether, they’re still trying to influence buyer behaviour.

According to Merriam-Webster, the opposite of the word “influence” is the word “bore,” not de-influence. So, in one way or another, de-influencers are actually just contrarian influencers.

There have been some reports of certain brands reducing their influencer marketing budgets. However, the data suggest that influencer marketing will continue to grow sharply in 2023.?

86% of B2B Brands Consider Influencer Marketing Successful

In a study from TopRank Marketing, 86% of B2B brands consider their influencer marketing successful. Similarly, research from HubSpot found that 89% of marketers who currently use influencer marketing will be maintaining or increasing their investment in 2023.

In an interesting take on de-influencers, Katie Collins writes, “On the whole, they seem largely driven by the same factors that drive existing influencers -- viral fame, and the money that comes with it. They are in many ways another product of the influencer industry and economic climate.”

Some brands are sticking to the timeless advice of P.T. Barnum. “Say anything you like about me, but spell my name right.”?

“All Publicity is Good Publicity” - Not Necessarily

There’s always been a school of thought that all publicity is good publicity. That’s not necessarily the case. The impact of publicity, or any form of content, always depends on whether the audience trusts the source.

If viewers distrust an influencer, the result may very well be blowback against them. A dubious de-influencer attacking a highly trusted brand may very well boost that brand’s image instead of tarnishing it.

This emerging backlash against influencer marketing has two implications for B2B marketers. The first is that B2B brands may need to be even more vigilant about how social media users are portraying them.

Positive Tone While Correcting Misinformation

If social media personalities are advising their audience to avoid your brand, your team may need to respond appropriately. They key here is to maintain a positive tone while correcting any misinformation a de-influencer may be spreading.

The other consideration is that B2B brands need to attract and retain the strong influencers who can retain buyer trust. Successful B2B influencers share some common traits.

They offer a distinctive outlook on your brand’s target industry. They have a well-deserved reputation in their industry for wisdom and expertise.

B2B Influencers Provide Access and Open Doors

As a result of that reputation, B2B influencers can provide brands with access to extensive personal networks that opens doors. Because of their career experience, like President Clinton, they “feel the pain” of buyers and influencers in a brand’s target audience.

It’s hard to say how influential the de-influencing movement will be, especially for B2B firms. The data, and social media history don’t seem promising for their side.

Movements Arising on Social Media Tend Not to Last

The social media experience is anonymous, private and individual-oriented. As a result, movements arising there tend not to be cohesive or durable.

Even so, being selective in choosing influencers for your brand, based on the traditional characteristics shared above is a tried-and-true recipe for success regardless of how this latest trend plays out.

Learn more:

Under De-Influence

2022 B2B Influencer Marketing Research Report