How Brands Can Navigate the Deinfluencing Trend and Stay Relevant on Social Media

We all know the power of influencers—but have you heard of deinfluencers?

Yes, this is a thing. And it’s exactly what it sounds like.

Deinfluencers are content creators who tell their audience what they shouldn’t buy. Rather than falling victim to the social media hype around certain products, deinfluencers use their platforms to share their genuine thoughts and experiences—no matter how popular the brand is.

The goal is to build consumer trust and bring authenticity to the forefront. Many deinfluencers want to dissuade their followers from overconsumption and inspire them to be more choosy with how they invest their money.

Just look at these stats:

• 54% of people either made a sporadic purchase at the moment or after seeing the service or product on Instagram.
• 40% of Gen Z is willing to spend more on experiences rather than necessities, though 20% admit to not saving money in favor of either having these experiences or shopping
• Over a third of people admit to overspending to “keep up with the fun” they see their peers having on social media.

Deinfluencers want to discourage these spending habits and provide their followers with cheaper alternatives that would better fit their needs.

There are deinfluencers in every niche market, including:

• The beauty industry (makeup and skincare)
• The wedding industry (wedding planning)
• The music industry (which instruments and gear are worthwhile, etc.)
• Gaming and podcasts (microphones, chairs, games, and consoles)

With over 424 million views on TikTok, #deinfluencing is a content trend that is not going away anytime soon.

So what does that mean for your brand?

While this trend may sound negative, there are many ways to integrate it successfully into your marketing strategy. For example, you can leverage user-generated content (UGC) to stay relevant in the era of deinfluencing and highlight the value your products can bring into customers’ lives.

Ready to get started?

Here are three tips for navigating the deinfluencing trend and staying relevant on social media.

Position your product as an alternative.

Today’s market is competitive, and consumers want the most bang for their buck.

A great way to leverage the deinfluencing trend is to position your product as a cost-effective alternative to your competitors.

Let’s talk about the beauty industry. Many Sephora employees are telling their followers which viral makeup products aren’t worth the hype on TikTok. After giving honest reviews, these creators often encourage viewers to try “dupes” that are more affordable and of higher quality.

You want your brand to be the “dupe” that today’s deinfluencers recommend.

Partner with creators in your industry and ask them if they could include your products in their content. Ask them to give their honest feedback about your products as well. You can even repurpose this content for your own organic social posts and UGC ad campaigns.

Respond to feedback with poise and humor.

There may come a time when your brand is the subject of deinfluencing.

Before you go into panic–mode, take a deep breath: you can make things right by responding with poise and humor. Instead of ignoring your customers’ criticisms or deleting comments, take note of their feedback and show them how you will improve your product.

You can do this by following these steps:

• Respond promptly via comments and video responses
• Empathize with their problems to diffuse the situation
• Take accountability and apologize
• Offer them the corrected version of your product
• Ask them to re-review your updated products

When responding to feedback, adding a little humor can also be fun. Take a look at Wendy’s Twitter page. Describing their tweets as “hot, crispy, and better than anyone expects from a fast food restaurant,” the burger chain proved this true when responding to a comment criticizing their “fresh, never frozen” slogan.

What a clap back!

Whether you are responding to a tweet or TikTok video, don’t just leave the conversation there. Repurpose this content to your advantage and show your customers you listen to their feedback. This will go a long way in showing your commitment to solving their pain points.

Emphasize Your Product’s Value

As we said earlier, a significant component of deinfluencing is helping people save money and invest in fewer items with greater value. To stay relevant, it is up to you to highlight why your products are worthwhile.

Create UGC content strategies to show off the authenticity of your brand and the quality of your offerings. With 80% of people saying that UGC impacts their decision to purchase, there is no better way to emphasize your product’s value.

Ask yourself the following questions:

• What does my product offer my target audience?
• What features of my product stand out from our competitors?
• What are the features our customers focus on positively in their content?
• What features do our customers give negative feedback on?

The first step is calling real creators to try your products and create honest content around them. The next step is amplifying them through the following channels:

• Social networks
• Newsletters
• Blog posts
• PPC Ads
• Your website

This way, you’ll be able to effectively incorporate deinfluencers’ content into your strategies. This will drive awareness, boost sales, and keep your brand ahead of the curve!

Don’t hide from this trend: embrace it! At Bambassadors, we pride ourselves on finding relevant and proven creators who are genuinely passionate about your brand. We understand the power of UGC in building brand credibility and customer loyalty–and we want to help you! So book a call with us today.