Flip the Script: Don’t ‘Buy’ What They’re Influencing
In the forever transforming social media, the concept of influencers has become ubiquitous. From lifestyle gurus to tech experts, influencers wield considerable power over their followers, “Influencing is a highly profitable form of marketing, reaching a market value of US$16.4 billion in 2022. But by its nature, influencing can also be disingenuous. Influencers often end up promoting products they don’t believe in, or that don’t align with their follower base.”(TheConversation, 2023). However, as the digital ecosystem matures, a counter-cultural movement known as the "De-influencer Movement" is which is a social media trend that has gained momentum by ‘discouraging’ consumerism in other words to not buy products based on what influencers are endorsing via sponsorships and paid advertisements. Further statistics from related articles refer to “As of June 2023, the hashtag #deinfluencing generated over 686.6M views on TikTok. The hashtag #deinfluencer generated a total of 81.9M views on TikTok. The hashtag #influencer generated a total of 30.9B views. Over the past year, there has been a surge of attention towards the latest TikTok trend of deinfluencing.” (RUBYMEDIAGROUP, 2023) and “The growing demand for authentic and unfiltered content online has given rise to both micro-influencers and the deinfluencing trend.
Micro-influencers typically have a follower base ranging between 10,000 to 100,000. They build a tight-knit community with their followers and can have a significant impact on their purchase decisions.” (TheConversation, 2023). The movement challenges the traditional norms of influencer culture on TikTok, Instagram and other social networks, urging individuals to reassess the impact of their online presence and redefine their relationship with social media by not being awed by an influencer who might not support the brand itself but is endorsing products ranging from clothes to appliances you name. The whole reasoning for this concept is to achieve the goal of authenticity and to not over consume. These tactics and resources within this article is in hope to become more aware of the value and voice of the new generation.??
What is a Deinfluencer??
The root of the Deinfluencer Movement stems from the term "deinfluencer" is a portmanteau of "de-influence," reflecting the movement's core philosophy of shedding the toxic influence that social media exerts on individuals which varies in all sorts of demographics and audiences based on gender, age, body size, race/ethnicity, geography, culture, lifestyle that can cause a tole not only in the wallet but in mental health. Influencers affect owners, managers and consumers since it is within the industry of buying and selling. The center of? the movement encourages people to prioritize authenticity, mental well-being, and genuine connections over the pursuit of online fame, hold brands accountable and most importantly be able to make decisions on purchases on your own for your own needs, wants and values. Recent studies and research has been put into this movement some key takeaways are? “A Meta study found 54% of people either made a sporadic purchase in the moment or after seeing the service or product on Instagram.” (Forbes,2023), “Influencers using the online shopping platform LTK sold over $3.6 billion worth of products in 2022, according to the company, and over 18 million users use the platform on a monthly basis.” (Forbes,2023) “The report also found 40% of Gen Z is willing to spend more on experiences rather than necessity, though 20% admit to not saving money in favor of either having these experiences or shopping.” (Forbes, 2023).?
Sources also contribute that “the reasons for deinfluencing vary, but typically a content creator wants to urge people not to purchase a product or service that may:
Breaking Free From the Metrics
Breaking free from the silly social media metrics is one of the key tenets of the Deinfluencer Movement is a rejection of the relentless pursuit of metrics such as likes, followers, and engagement rates. In a world obsessed with rapid success, deinfluencers advocate for a shift in focus towards meaningful interactions and content that resonates on a personal level. This liberation movement aims high to restore a sense of fulfillment and purpose in oneself beyond the superficial allure of social media validation.
Authenticity the core of the Deinfluencer Movement
?In a space where curated perfection where social media shows the brighter sides of individuals lives and products it often overshadows genuine moments, deinfluencers advocate for vulnerability and openness.?
“These are four of the most common myths believed about influencers……
??????1. Popularity = Influence. The bigger the influencer, the greater the reach, the bigger the target audience.
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While this might be true in some cases, it is not always so. We have found that post reach and engagement are not solely based on the number of followers an influencer has, but rather a number of factors. This can include the quality of the content, the day and time posted, how hashtags are used, and, most importantly, if people can relate to the content.
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??????2. All Influencers are the same.
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Influencers are differentiated by their niche and personal brand. Yes, there are many influencers who create content that could fit into one specific category, e.g. skincare, haircare, fashion, etc. This, however, still doesn’t mean that influencers with the same niche and personal brand create the same type of content. Influencers are content creators and use their creativity along with their personal brand and niche to differentiate themselves from the rest, regardless of whether it falls within the same category as another influencer.
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??????3. Influencers only create social media content.
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Though social media (Instagram especially) is the platform most commonly used by influencers to market products and services, this isn’t the only way they do it. Many Influencers also market products and services through word-of-mouth and blogs. At Brand Advisor and Beauty Bulletin, influencers can also leave reviews on products listed on our websites.
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??????4. They are only promoting products because they are getting paid.
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Most brands target certain influencers that they feel could best market their brand, and sometimes they do offer paid partnerships for this. At Brand Advisor and Beauty Bulletin, influencers are offered products as an exchange for content creation. This is how honest, real reviews and narratives are achieved. ” (BrandInfluence,2023)
?By sharing unfiltered experiences, struggles, and triumphs, individuals can forge deeper connections with their audience, fostering a sense of community grounded in reality rather than a carefully crafted facade.
Mindful Consumption?
The Deinfluencer Movement places a strong emphasis on mindful consumption of digital content. By encouraging users to critically evaluate the content they consume and the impact it has on their well-being, deinfluencers hope to foster a healthier relationship with social media. This involves unfollowing accounts that trigger negative emotions, curating a feed that inspires personal growth, and establishing boundaries for screen time.
Redefine the Metrics
In a culture where success is often equated with online popularity, the Deinfluencer Movement challenges individuals to redefine their metrics of success. Rather than measuring self-worth through external validation, the movement promotes intrinsic motivation, personal growth, and the pursuit of passions that extend beyond the digital realm.
Conclusion
The Deinfluencer Movement represents a shift in our relationship with social media by encouraging individuals to reclaim their identity, promoting authenticity, mindful consumption, and a redefinition of what success is. As we navigate the always evolving digital age, embracing the deinfluencer philosophy makes way for a healthier, more fulfilling online experience—one that prioritizes genuine connections and personal well-being over the pursuit of virtual acclaim.?
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