There’s no such thing as bad publicity.
And in fact the only thing worse than being talked about is not being talked about.
These statements originated over a 100 years ago and somehow stay true to this day.
So that posed an interesting question in my head:
Is there any way to use online hate as a marketing tactic?
“Of course not, that’s a bad idea!†exclaimed the reader!
Haan Haan, it's well known that social media hate can have serious consequences, including the usual damage to a brand's reputation.
And there’s also the imminent loss of customer trust, and potential if not definite chance of legal issues.
It’s just a bad place to be in for any brand.
But in a perfect world...would it be possible?
Now being in the Influencer business. We take the most relevant brands and pair them up with the most in-demand influencers to create meaningful and authentic content.
NOTE: A big fat emphasis on Meaningful and Authentic.
"Why?" questioned the reader.
Thanks for asking, I'll tell you why!
The rise of De-influencing! *spooky music.mp3*
Social media enjoys the domination of all sorts of mega and micro trends.
From popular dance numbers to edits, to seemingly harmless interviews that pop out of the streets of India.
I tend to look at trends on social media as each one resembling the heads of the mythical sea monster Hydra.
If one dies, two more take its place!
One such trend that emerged from the corpses of these heads was the cure for rampant consumerism.
A solution to the culture of overconsumption, if you will.
Or in plain words, loot machi padhi hain, bhai!
And interestingly, the trend started by young social media users is now run by influencers themselves.
What exactly is De-Influencing?
De-influencing emerged as a novel trend across social media platforms wherein users actively advocated for their followers to refrain from purchasing specific products.
"But isn't that just like making a poor experience video, like they do on Amazon?" asked the reader.
Sure, but this trend is more than just a bad review.
The cause is bigger! Way bigger!
It's to educate people to save money and help the environment and people's health through anti-consumption.
Initially rooted in beauty and lifestyle content, this trend diversified across various categories, calling out popular products.?
Who are De-Influencers?
De-influencers engage in conversations about items they deem overhyped, suggesting alternatives (sometimes sponsored) to their audience to foster sustainability and minimize excessive waste.
And we all know by now that the Gen-Z actively break consumer norms.
But do note that it’s not a direct rejection of the influencer market but rather a reinforcement of honesty with followers, as de-influencers interrogate and draw skepticism to hype about products.
领英推è
What it means in India?
This trend is geographically subjective.
In the US, Influencers try to curb over consumption and impulse buying while in India, the focus is more on quality and calling out dubious brand practices.
Who remembers Revant Himatsingka, the health and nutrition influencer known as Foodpharmer?
He caused such a buzz online with his viral video criticizing the high sugar content in Bournvita, that Mondelez India, the brand owner, responded with a clarification and even sent a legal notice to the influencer.
The TLDR; of that notice was "Aapka review scientific nahi hai!"
However, the message struck a chord with people AND doctors online, leading to a boycott of the brand and calls for ingredient transparency.
Funny how it takes one person to push for change!
Just think about it.
A 60 second video
with over 12 million views,
forced the makers of Silk, 5Star, Tang, Oreo, Dairy Milk reduce the sugar content in their drink made for children!
Will corruption enter this trend just like everything else on the internet?
Well I really hope not, but since Influencer Marketing is still evolving, still trying to understand consumer behavioral changes, still trying to keep up with trends that pop out of no where, still trying to educate brands ki there's no way of making a "viral video" on command...kuch bhi ho sakta hai.
But there's no way of stopping brands that sell cheaper alternatives to popular products get a bunch of influencers to "De-influence" users from buying the same!
It's like an online attack: Product by Product!
"But anything sponsored has to be disclosed acc. to ASCI, right?" countered the reader.
Yes, but you'd be surprised if you found out how many workarounds people have found against the guidelines of the "self-regulatory body!"
Is the time of goodness and truth no more?
Everything opposite is somehow interconnected!
You can't have one without the other.
If there's bad, there's also good that exists!
And that's how I like to see the world, in a more glass half full kinda way!
In the end, even if it does take time, honesty is something that will always prevail.
Because you don't constantly have to change the narrative to sell honesty like you have to with lies!
Jo hai so hai!
The era of De-Influencing will catch up slowly. The right way.
It's also difficult for influencers to get into De-Influencing because there's a risk of being blacklisted by brands!
No brand wants the complete truth to be published online.
But with new young truth seeking consumers entering the demographic, that is exactly what brands will have to do!
In conclusion,